Boxing legend Anthony Joshua is backing a Croydon business promoting the uses and benefits of hemp.

Love Hemp CEO Tony Calamita said he and his partner Tom Rowlands started the business "six years ago, from a bedroom in Croydon, to our own in-house production facility."

They were motivated to create a trusted CBD brand after Tom found that CBD helped his father to better manage his cancer experience.

Since then Love Hemp have passed the numerous hurdles that await all small businesses and are starting to attract considerable success, with their CBD wellness products joining the blossoming market for hemp products on the UK high street in chains like Holland and Barrett.

The company have also attracted investment, including two-time Heavyweight Boxing World Champion and Olympic gold medallist Joshua who is now featuring in a new ad campaign for the Croydon business.

"As an investor in the company, I am delighted to help Love Hemp increase awareness of its premium CBD products and the positive impact they have on wellbeing," Joshua said.

Tony said that the boxing great's intervention with the company was "huge" for them going forward.

"This is a huge moment for Love Hemp and our aspirations to become a global brand," he said. "We are excited to launch our first mainstream national media campaign and to have our investor and ambassador Anthony Joshua playing a central part in the activity. We see partnerships with strong role models such as Anthony Joshua, coupled with powerful marketing, as a key part of our growth strategy."

"Ever since Tom and I started the business six years ago, from a bedroom in Croydon to our own in-house production facility, we have wanted to educate and inform people about the many benefits of CBD for their optimal health and wellness."