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Cannabusiness Sustainability

Taking Cannabis Global: Inside Somai Pharmaceuticals’ Multi-Country Strategy

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In an industry defined by local operators struggling to stay afloat and confined within their borders, Michael Sassano, founder and CEO of Somai Pharmaceuticals, has created a blueprint for scaling cannabis worldwide with pharmaceutical discipline and regulatory agility. With headquarters in Lisbon and operations in 12 countries today, Somai is preparing to reach 18 by year’s end.

The company has already secured distribution in Germany, the UK, Italy, Australia, and New Zealand, with France recently authorizing Somai’s products for its growing patient program. By the end of this year, six more markets, including parts of Eastern Europe, will be added to the roster.

 

“Every new country is like starting a company from scratch,” Sassano said in an interview. “You have to understand not only the national regulations but also how local medical communities perceive cannabis, how prescriptions are written, and what distributors are required to do. There’s no one-size-fits-all approach.”

 

Operating across borders has taught Somai how to adapt to widely different healthcare environments. In Germany, cannabis is covered by insurance in some instances, requiring negotiations with health funds. In the UK, the market is dominated by private clinics and cash-paying patients. Australia and New Zealand have highly structured import programs, while France is still moving cautiously through pilot projects.

This incremental, country-by-country buildout has given Somai real-world experience operating across multiple regulatory systems, positioning the company as one of the most credible voices on international cannabis harmonization.

 

High Standards Are Key

At the core of Somai’s global strategy is its pharmaceutical manufacturing facility in Lisbon, certified under EU-GMP (Good Manufacturing Practice). This certification is a mandatory requirement for selling medical-grade cannabis products in the EU and most international markets.

 

“EU-GMP is the gold standard,” Sassano says. “Without it, you simply can’t access the bulk of the world’s regulated medical markets.”

 

This distinction highlights one of the biggest differences between the US and international cannabis industries. In the United States, the market is fractured by a state-by-state model, with companies forced to duplicate infrastructure in every new state because products can’t cross state lines. By contrast, Somai can centralize manufacturing in Portugal and distribute to multiple countries. Products produced in Lisbon are eligible for export across Europe, Australia, New Zealand, South Africa, Brazil, and other compliant markets.

Unlike US operators who may quickly launch products like gummies with minimal oversight, a EU-GMP market-authorized medicine requires approximately two and a half years of validation, stability testing, and regulatory review before reaching patients. The payoff is consistency, safety, and the ability to meet the expectations of regulators, physicians, and patients alike.

By owning EU-GMP manufacturing and pairing it with distribution partnerships across 12 (soon 18) countries, Somai is among a select handful of cannabis companies capable of bringing pharmaceutical-grade products to the global market.

 

Strategic Partnerships, Cultivation, and Research

Somai’s global growth relies on a carefully balanced supply chain strategy that combines in-house cultivation with an extensive network of international partners. In addition to cultivating indoor flower at its own facilities, it also works with about 15 cultivation partners worldwide.

In most European markets, pharmaceutical cannabis must move through distributors before reaching pharmacies. Somai works with leading distribution companies, ensuring products reach doctors and patients in compliance with local laws.

Research partnerships are also part of Somai’s business strategy. The company collaborated with a university in Lisbon to conduct clinical research evaluating its manufacturing process, ensuring consistency from one product to another and from batch to batch. This validation of consistency is crucial for Somai to claim medical status and prove it.

“There are really only five global operator brands today in the market, and then a lot of localized brands, clinic brands, and white-label brands,” Sassano notes. “Our focus is on building a pharmaceutical brand with true international reach.”

 

Pharmaceutical Rigor from the Start

“In pharmaceuticals, quality is binary,” Sassano explains. “Either you meet the exacting standards or you don’t. There is no middle ground.”

This applies from raw material sourcing to batch release protocols. Unlike the US, which often requires independent third-party lab testing, the EU herbal medicine framework permits EU-GMP-certified facilities, such as Somai, to conduct all necessary testing in-house. Somai operates its own EU-GMP lab, a rarity in cannabis but standard in pharma.

The lab operates under strict oversight from a Qualified Person (QP), who leads the independent Quality Assurance (QA) department. The QA/QP team conducts regular onsite reviews of all procedures and documentation, ensuring that production, laboratory testing, and batch releases adhere to rigorous protocols. “Nobody can influence the lab or its reports,” Sassano emphasizes. Each product undergoes multiple checks: raw material testing, formulation verification, and random dosage confirmation.

Even packaging and labeling are treated with pharmaceutical precision. Labels must comply with each country’s language and dosage requirements, and patient information leaflets are tailored to the regulatory environment. “It might seem like a small thing, but one mistake on a label can stop a shipment at customs and delay patient access by months,” Sassano notes.

Sassano supports the rigorous framework. “Doctors will only prescribe, and patients will only trust cannabis if it meets the same standards as any other medicine on the shelf.”

 

Navigating a Patchwork of Regulations

Some nations allow doctors to prescribe freely, while others limit access to a narrow list of conditions. Even within the same country, patients may face dramatically different experiences.

Sassano points to Italy as a case in point. While prescriptions are permitted, the way pharmacists prepare medicines can vary region by region. “A patient in Milan might get a different preparation than a patient in Rome, even with the same prescription,” he explains. “That creates inconsistency for patients and makes it extremely challenging for producers to standardize.”

The difference between magisterial preparations and finished dosage form medicines illustrates the unevenness of the system. In newer markets, such as the UK and Australia, patients now receive finished dosage products that are fully packaged, labeled, and ready to use, just like any other pharmaceutical. But in older systems, pharmacists were often required to compound medicines themselves, a legacy from the early years when manufacturers didn’t exist and flower was the only product available.

Germany still clings to this model. Pharmacy compounding laws require pharmacists to fill vape cartridges or re-bottle oils instead of allowing manufacturers to deliver standardized, child-proof, finished dosage forms directly. “In some cases, they’re literally just swapping a cap, calling it magisterial prep, and charging patients double,”

Sassano notes. “It’s an archaic system that needs to go.”

Despite these hurdles, Sassano sees eventual harmonization as inevitable. “Europe cannot sustain a market where 27 countries have 27 different systems,” he argues. “Over time, patient demand and cross-border trade will push regulators toward standardization. Finished dosage forms are the future.”

 

Global Market Access

Somai’s EU-GMP certification positions it for international distribution. Unlike the US state-by-state system, where borders are closed and infrastructure must be duplicated in each market, EU-GMP allows a single production hub to supply multiple countries. As a recognized pharmaceutical standard, it enables Somai’s products to move across borders into any country that accepts EU-GMP medicines.

This flexibility is critical because cannabis is treated differently around the world. Europe and many international markets have strong herbal medicine traditions, so cannabis extracts fall under the herbal pharmacopoeia as true medicines and are subject to rigorous pharmaceutical rules. In contrast, the US market is closed off under FDA oversight, which historically favors synthetic cannabinoids over botanical extracts.

Still, Somai is positioning itself for future entry. “We’re working with the U.S. Department of Veterans Affairs because there is no federally approved cannabis extract made domestically,” Sassano says. “If cannabis is ever integrated into federal programs, it will need to be a registered medicine, not a dispensary product.”

Beyond the U.S., Somai has already secured FDA-style registrations in countries like Thailand, is pursuing approvals in Japan, and has entered France’s government-controlled medical program, where cannabis is subsidized for patients.

“These are true medicines that can travel cross-border,” Sassano says. “Wherever cannabis is accepted as a medicine, we want to be there.”

 

Conclusion

Michael Sassano’s insights offer a roadmap not just for his company but for the entire industry. “Cannabis is a medicine first,” he emphasizes. “Our responsibility is to show regulators, doctors, and patients that it can be produced, prescribed, and trusted like any other pharmaceutical. Once that trust is established, global acceptance will follow.”

Quick Q&A Recap

Q: Who is Michael Sassano?
A: Michael Sassano is the founder and CEO of Somai Pharmaceuticals, a company scaling cannabis globally with pharmaceutical-grade standards.

Q: What is Somai Pharmaceuticals’ global footprint?
A: Somai currently operates in 12 countries and plans to expand into 18 by the end of the year.

Q: Why is EU-GMP certification important in cannabis?
A: EU-GMP (Good Manufacturing Practice) is the gold standard for pharmaceutical products and a requirement to sell medical cannabis in most international markets.

Q: How does Somai’s model differ from U.S. cannabis companies?
A: Unlike U.S. operators confined by state borders, Somai can centralize manufacturing in Portugal and distribute across multiple countries under EU-GMP rules.

Q: What are the main challenges of international cannabis expansion?
A: Each country has unique regulations, healthcare systems, and distribution requirements, forcing companies to adapt market by market.

Q: How does Somai ensure pharmaceutical quality?
A: The company operates its own EU-GMP-certified lab with strict Quality Assurance oversight, ensuring consistency, safety, and regulatory compliance.

Q: What role do partnerships play in Somai’s strategy?
A: Somai balances in-house cultivation with about 15 global cultivation partners and works with leading distributors to reach doctors and patients.

Q: What is the future of cannabis regulation in Europe?
A: Sassano believes eventual harmonization is inevitable, with standardized finished dosage forms replacing outdated pharmacy compounding practices.

Q: Is Somai targeting the U.S. market?
A: Yes. Somai is collaborating with the U.S. Department of Veterans Affairs and preparing for potential federal approval of cannabis-based medicines.

Treating Cannabis Like A Fine Wine

By Sean Creamer
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The experience in both wine and cannabis starts with ritual: swirling, inhaling, letting heat or air coax the plant’s chemistry to life. Where wine has long relied on sommeliers to guide that moment, cannabis has spent decades without an equivalent voice to explain how cultivation, curing, and preparation shape what a consumer feels.

The emergence of the Ganjier is an attempt to fill that gap. Created by a group of cultivators, hashmakers, historians, and retailers, including figures like Kevin Jodrey, Swami Chaitanya, Nick Tanem, and Derek Gilman, the Ganjier Council is designed to professionalize cannabis evaluation and service. Think of it as the cannabis world’s version of the Court of Master Sommeliers: a certification built around sensory training, product knowledge, and the language needed to communicate quality.

Reverence for process is exactly what the Ganjier certification program aims to formalize. Kevin Jodrey, the renowned cultivator and original architect of the curriculum, describes Ganjiers as interpreters. “Ganjiers fit into the conversation as translators, somebody who clarifies language, so that when you say something to me, and I say something to someone else, it means the same thing.” It mirrors the work of sommeliers, a comparison Jodrey makes explicitly: “That’s really what sommeliers do, they translate wine into language that allows people to understand what to expect.”

As legalization accelerates and price compression pushes products toward uniformity, this shared language, the ability to turn sensory experience into common understanding, may be cannabis’s most powerful differentiator.

 

Meet the Experts Teaching the World to Taste Cannabis like Fine Wine

The modern Ganjier began as something far more personal. Jodrey recalls its earliest moment taking shape at home. “The Ganjier was invented in my kitchen. My son came up with the name, he said, ‘Dad, you’re a Ganjier, you’re a cannabis culturalist. You’re all things cannabis.’” What started as a family nickname soon resonated more widely. As legalization gained momentum, Green Flower founders Max Simon and Derek Gilman approached Jodrey with a proposal. “They came to me and said, Hey, Kev, we have an idea that we would like to create a program that highlights the nuances of cannabis in a way that allows the complex world to be brought to light so that customers, new people, consumers can see the picture in a way they haven’t.”

Shaping that clarity took work. Over several years, Jodrey and a team of eighteen practitioners debated how to define cannabis quality in a way that could stand the test of time. “It allowed the 18 of us, over the course of  7,000 hours in a multi-year period, to brawl it out and determine how to look at something in an objective manner. It was an idea of how to create cannabis connoisseurship that has a hundred-year life.”

Tanem, a California-based hashmaker and founding Ganjier Council member, remembers how the Council ultimately formed around that mission. “Derrick Gilman collected a number of us professionals that had skill sets in different areas throughout the industry, from breeding to cultivation to the law to history to extraction, you name it. The goal was to cover all bases via a program that would teach what quality is in cannabis. “People don’t really know how to assess quality, and so that’s a big part of what the Ganjier does,” said Tanem. “We really give a full background of the industry, from cultivation to law to the history to extraction to customer interaction protocols, etc.”

The path cannabis is now traveling mirrors the evolution of other connoisseur markets. Jocelyn Sheltraw, founder of The Budist, a cannabis scoring and education platform, notes that wine, beer, and coffee all matured through codification. “It’s just understanding how other connoisseur markets have evolved, and really studying the history of how consumers come to appreciate products. Whether you look at wine, beer, or coffee, they all use the same 100-point system created by Robert Parker in the late 1970s and early 1980s.” 

She emphasizes that no scoring system gains traction without guidance for interpreting it. “It took the Sherpas, it took the educators to translate that to consumers across all of those industries.” Competitions and community forums also played a role. “Competitions were a major part of drawing light on quality, and the oldest wine competition in the United States actually dates back to the 1850s.” 

Cannabis is now following the same arc, with its own judging culture, from legacy region cups to large-scale events like the upcoming MJBiz Con awards on December 2nd-5th, which bring brands, cultivators, and reviewers under one roof to evaluate products on shared terms. Cannabis connoisseurship is now entering that same phase: a shift from tradition held in pockets to a shared, teachable system of evaluation. The Ganjier is its first attempt at building a unified language.

Training and the Craft of Evaluation

If the origins of the Ganjier reflect cannabis culture’s past, the curriculum represents its future. The program is designed to function much like formal wine education, combining sensory discipline, technical learning, and service training. Students work through extensive online modules and then take part in in-person instruction led by multiple council members with different palates and professional backgrounds. 

Tanem describes the value of that diversity. “Students who come through the Ganjier program not only do two days of in-person training, but they also do anywhere from two weeks to two years of online training where they go through all of the different aspects of the industry.” Once students come out for the in-person class, there are four or five instructors or council members who provide different opinions and education. “For instance, from Swami [Chaitanya], who wants a smoother smoke and a well-cured product he calls vintage, to people like myself who have the ears to the streets,” said Tanem. “We have a lot of council members that are in retail today, in cultivation, in extraction. Having that variation in how we present what quality is, because quality can be subjective.”

A major part of that training is undoing the industry’s fixation on THC percentage. “We teach away from promoting high THC products,” Tanem says. “People want the highest THC, and we really want to educate people against that. We talk about the other volatile compounds, from sulfurs to esters to terpenes. There is a lot more to cannabis than just high THC numbers.”

The structure for this deeper analysis comes through the Systematic Assessment Protocol, or SAP, the sensory backbone of the curriculum. Jodrey explains it as a guided way to evaluate cannabis in stages. “The SAP is basically a digital scorecard with criteria that, when you touch the category, allows you to understand what this category is and how we look at it.” First up, according to Jodrey, is aroma, followed by appearance, then combustion or flavor, and then experience. The approach distinguishes between objective traits and subjective preferences. “Very volatile cannabis indicates good storage and good production,” he notes. “But a variety with low aroma might be perfect for someone who lives with their family, and the smell of pot offends them.”

Even outside the formal Ganjier curriculum, people who cultivate, process, and evaluate cannabis are running into the same limitation: combustion obscures the very subtleties the SAP is designed to measure. Former cultivator and current PAX Labs VP of Marketing Justin Tacy says this was a constant frustration long before he ever entered the device world. 

“As a cultivator, it was always frustrating to have people take what I spent years and years developing and just throw it in a bong and rip the whole gram in one go,” said Tacy. “That gives you the psychoactive effects, but it doesn’t really give you appreciation for the nuances around different terpenes and flavors.” 

Glassware and devices in cannabis are a crucial vehicle for connoisseurship. The same way wine glass design affects aroma delivery and perception, the tools used to consume cannabis can either sharpen or blunt the sensory experience. 

“It [dry air vaporization] really allows you to taste the genetics the way the cultivator intended, and pick up some of those more nuanced effects that only come from vaporizing certain terpenes versus combusting them,” Tacy noted. 

The point underscores a larger shift within cannabis connoisseurship, which is how you smoke matters. Just as glassware shapes how wine expresses its structure, the way flower is heated determines which compounds rise to the surface and which are muted or lost. That emphasis on controlled, repeatable sensory experience is exactly what the Ganjier SAP aims to formalize. 

“Wine is picking up complexity and notes and creating identification so people can understand,” Jodrey says. “We provide that, but we also provide other factors that wine does not have, which are the sustainability of aroma and penetration of aroma.” 

Behind the scenes, the Council built the curriculum piece by piece. “We broke this thing into pieces: cannabis science, law, history, retail, cultivation.” The team then went and found the people who fit into all those pieces, enabling the creation of the curriculum. “The Ganjier is a book; we all wrote a couple of chapters each in this book,” said Jodrey. “We created a common respect that was collaborative, and it was a golden time to create a language that we knew would hold up.”

That language now feeds into the broader connoisseurship ecosystem. Sheltraw describes the relationship between the Ganjier program and consumer platforms like The Budist. “Ganjier is the educational platform, equivalent of the sommelier program. Budist is the commercial platform where you apply that knowledge. Budist would then be the Wine Advocate, or Budist would be Vivino.” She emphasizes the importance of consistent judging methods. 

The SAP supplies the structure behind those evaluations. “With the SAP, there are 50 different data points. You are looking at trichome density, bud texture, and the complexity of flavors and aromas. Just to assess one flower can easily take over an hour.” And at the consumer level, the system becomes more approachable. “At Budist, we still use that same 100 point system, like all of these other major industries, but simplified for consumers. There are really four key attributes: aroma, appearance, flavor, and effect.”

Together, these elements turn the Ganjier curriculum into something much larger than a training course. It is a shared methodology, one that moves cannabis evaluation away from potency myths and toward a transparent, structured language of quality.

How Ganjiers Will Reshape Retail, Cultivation, and Brand Strategy

The rise of the Ganjier is beginning to reshape how cannabis is bought, taught, and experienced. What started as a sensory certification is now influencing every corner of the industry, from retail counters to events to tourism. 

“We are now having Bud Bars at weddings and events instead of alcohol bars, where Ganjier would be the budtender at a Bud Bar at a wedding,” Tanem said. “We are also seeing Ganjier in so many different spaces and aspects of the industry from buyers for dispensaries to QC to the head of distro, the head of sales departments, lead cultivation techs, and femmers [A femmer is someone who carries out the processes used to create feminized cannabis seeds, typically through controlled stress techniques, colloidal silver sprays, or silver thiosulfate (STS) applications that suppress male flower development.].  Tanem notes that recreational smokers and industry participants want to become Ganjiers for a whole host of reasons. 

As such, the credential has begun to create its own global community. “Every single time I go out in the field, whether I am in Hawaii or Barcelona or Berlin or Thailand, I will pull up at an event, and there are other Ganjiers there, and it is a congregation. They know each other; they can build from that,” Tanem says. These gatherings reinforce a shared standard, which then filters back into consumer education.

But even as connoisseurship gains ground, most consumers still operate via narrow decision-making looks built around potency, price, and whatever happens to be familiar. Without time or instruction at the point of sale, people default to what they know, a pattern that obscures the meaningful aspects of quality. Tacy, who spent a decade cultivating flower before joining PAX, sees this as one of the industry’s largest hurdles. 

“The market rushed to easy-to-understand numbers, high THC, weight, and maybe the color of the product, ” said Tacy. “Those are driving a lot of the industry versus what’s the value and experience you’re getting for that dollar.”

The point echoes what Ganjiers confront daily: as long as potency remains a stand-in for quality, the nuances cultivators labor to express remain out of reach for consumers. 

Jodrey frames the market context driving this need for guidance. Disposable income controls the purchase. Ninety to ninety-five percent of all purchases in cannabis are fundamentally price-driven,” he said. Education becomes the tool that helps consumers choose based on fit rather than strength or discount. Retail environments are already adjusting. “What you have to do is create a situation that lets people feel relaxed, and Ganjiers help you understand what is available in the world of cannabis so you can make better choices. That changes entire businesses,” said Jodrey. 

This vision aligns with the broader consumer landscape that Sheltraw sees emerging. “It will be very similar to what we see in wine. You are going to see your Ganjier working at cannabis retail, and as tourism evolves, you will see Ganjiers at farms educating consumers.” That presence will be omnichannel. “Wherever the consumer is, whether it is digital, social, dispensaries, or farms, we are going to see Ganjiers assisting customers.” Consumer knowledge is limited, and people are doing what they’ve done in the past; consumers are purchasing based on price point and THC level. Professional evaluation helps bridge that gap, and brands are beginning to realize that connoisseurship can also be a strategy. “Brands in cannabis recognize that this can be the impact of what we are doing to get out of this price and potency trap,” says Sheltraw. 

In a market where sameness is easy and differentiation is hard, the Ganjier offers something rare: a way to raise the value of cannabis through understanding, story, and experience.

Cheers!

The same rituals that open a glass of wine or a jar of cured flower remind us that tasting is as much interpretation as it is sensation. 

As cannabis moves from prohibition to professionalism, the Ganjier represents the shift from novelty to craft, from a scattered vocabulary to a shared one. Nick Tanem sees that future taking shape as new markets mature and consumers search for guidance on quality. Kevin Jodrey frames it even more directly. 

“The Ganjier is just really meant to create a language, fundamentally a language, that everyone speaks from store to store. So that when you say a strain does this, it translates to that somewhere else. It is language. It is understanding.” In that understanding lies the foundation of cannabis connoisseurship espoused by the Ganjier Council.

Get your Ganjier certificate here.

Hear more from Kevin Jodrey on the Inovating Cannabis Podcast.

Hear more from Nick Tanem on the Innovating Cannabis Podcast.

 

An MSO’s Perspective on the New York Market

By Pam Chmiel
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At the recent Business of Cannabis event in New York, Robert Sciarrone, Chief Revenue Officer at Curaleaf, shared an MSO’s insider view on why he believes New York is poised to become the best cannabis market on the planet.

Sciarrone began by reflecting on his early years as a cannabis-focused venture capitalist. Through his firm, Measure 8 Partners, he has deployed more than $550 million across 20-plus cannabis companies globally, including dispensaries, delivery services, and technology platforms, with investments spanning California, Arizona, Nevada, Canada, and Europe.

After joining Curaleaf two and a half years ago, recruited by Executive Chairman Boris Jordan, Sciarrone transitioned from investor to operator, now overseeing revenue across 18 states in both retail and wholesale. He admitted the operational grind has given him a new respect for the business side of cannabis, but emphasized that passion for the plant and its customers remains the heart of the industry.

Looking back on the “freewheeling” investment era of 2019, when $100 million deals were being done daily, Sciarrone contrasted that speculative period with today’s market. “California’s day is over,” he declared, suggesting that the West Coast market’s oversaturation and regulatory struggles have created space for New York to lead. With its cultural influence, economic strength, and growing consumer sophistication, Sciarrone believes New York can set the standard for how cannabis culture and business shape the global industry.

As a born-and-raised New Yorker, Sciarrone expressed deep pride in being part of that evolution: “It’s my passion to be here and watch this market unfold.”

 

Curaleaf’s Early Bet on New York

Sciarrone highlighted Curaleaf’s early commitment to the New York medical market. The company was among the first Registered Organizations (ROs) to invest heavily in infrastructure, opening four medical dispensaries and building a state-of-the-art cultivation facility in Ravena, just south of Albany, in 2018. “It’s one of the nicest cultivation centers I’ve seen,“ he said, noting that Curaleaf “believed in New York early.”

However, as the state prepared to transition to adult-use, Sciarrone recalled a divide that formed between corporate medical operators and new entrants under the CAURD program. “The market was divided, and it never should have been,“ he said. Fragmentation, he argued, weakened the industry’s collective voice at a time when it needed to work together to navigate taxes, regulations, and constant policy changes.

Today, Sciarrone sees signs of progress. “The market is starting to slowly come together,“ he said, adding that Curaleaf’s approach in New York is focused on wholesale partnerships with other retailers.

He also acknowledged that Curaleaf had to earn back credibility on product quality. “When I came in, Curaleaf didn’t have a lot. People probably remember that our product quality was lacking,“ he admitted. Like many MSOs in the early days, Curaleaf had relied on scale and storefronts to drive sales. But as the market matured, so did the company’s mindset. “We’ve had to think critically about our brands, about what we’re putting in the jar—the genetics, the nose, the story,“ Sciarrone said.

 

“We’ve had a complete 180 in Curaleaf’s journey, and it started with our efforts in New York.”

 

As operators unite around shared goals of keeping stores open, expanding access, and stabilizing supply, Sciarrone said New York’s cannabis industry is beginning to find its footing. He believes collaboration between the different groups has made it one of the fastest-growing and healthiest markets in the country.

 

“If we stay the path,” he concluded, “New York will be the biggest cannabis economy in the United States.”

 

The Potential of New York Brands

Sciarrone also shared his perspective on the potential of New York cannabis brands. He noted that while West Coast brands were once expected to dominate, consumer preferences differ by region. New Yorkers are proud of their local products, and homegrown brands have a strong story that resonates with consumers, budtenders, and store owners.

 

“California brands have cachet, but we have our own stories to tell in New York,“ he said.

 

While the consistency and quality of California brands give them an advantage in some markets, Sciarrone believes that as New York cultivators and operators collaborate, local brands will thrive. He highlighted that formulated products, such as edibles and beverages, may be one area where California brands see success, but in flower, New York brands have the edge.

 

“The more that cultivators open up their doors for brand partnerships, the more opportunity there is for some really great brands to merge, and we will see true New York brands make a run at it,“ he said.

 

Track and Trace, the Illicit Market, and the Path Forward

Sciarrone also addressed the upcoming New York track-and-trace system, expected to be implemented in early 2026. He sees it as a crucial step for a fair and regulated market. “Anybody operating in New York or any regulated market should be operating with a license,“ he said. Without track and trace, unlicensed operators have easy access to the market, avoiding taxes and regulations, which undermines legitimate businesses.

The system, he explained, will provide relief to licensed operators, including microbusinesses, microprocessors, and outdoor farms, by helping them move products more efficiently and transparently. It will also give consumers confidence in the origin and safety of the cannabis they purchase. While he acknowledges that some will try to work around the system, he emphasized that track and trace is a necessary step toward maintaining a healthy, fair, and thriving market.

 

“Listen, it’s a step in the right direction,“ he said. “It will help us keep a really great economy going and prevent giving people a free swing in the market.”

 

Price Compression and Market Equilibrium

On the topic of pricing, Sciarrone noted that predicting supply and demand in New York is challenging. The market is growing rapidly, but price compression is a reality in a sector where cannabis prices are not regulated. “Price is going to come down,“ he said, and any market that expects stable high prices has never existed because supply, investment, and competition constantly influence it.

He emphasized the importance of building confidence among local operators. Micro and outdoor farms in New York are producing good-quality products. As the local supply base stabilizes without too much out-of-state competition, operators may feel more comfortable investing in cultivation and expanding capacity. “We’re hopeful that people will see it as investable,“ he said. Curaleaf itself continues to invest carefully, weighing expansion decisions against market uncertainty. Stabilization of supply, he believes, will ultimately support a healthier, long-term market.

The Hemp Equation

Sciarrone also addressed the emerging hemp space, where Curaleaf has begun experimenting with beverages and a small retail presence in Florida. While he does not oversee the hemp business directly, he emphasized its significance and complexity. The hemp market has reached $30 billion in value, growing faster than the regulated cannabis channel. It is widely available in convenience stores and major retailers, which means it is attracting new consumers who might otherwise enter the regulated market.

 

“The hemp channel is stealing our new customers,“ Sciarrone said.

 

Many consumers who are trying cannabis for the first time are turning to hemp beverages and edibles instead of licensed dispensaries. Large investments and strong lobbying by farmers have accelerated this growth, creating a reality that cannot simply be legislated away.

Sciarrone believes that the regulated and hemp industries will eventually converge, whether through national or state-level licensing. Curaleaf’s strategy is to understand the hemp market while protecting the regulated channel, where its distribution assets and customer relationships reside. “We will fight to make sure we protect the regulated channel,“ he said, noting that brand work and product development, particularly in beverages, are ongoing priorities to maintain market share.

The Shift Toward Stability Testing for Cannabis Products

By Liz Cornish
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Cannabis products are increasingly held to the same standards as food and pharmaceuticals, and that means verifying how their potency and composition change over time. Cannabis stability testing provides the data needed to establish reliable shelf life, confirm product consistency, and guide formulation optimization for improved stability and performance. 

Cannabinoids and terpenes are complex, naturally derived compounds that react to light, heat, oxygen, and humidity. Even slight variations in these factors can alter potency or flavor. By conducting cannabis shelf life studies, manufacturers can determine how long a product maintains its intended properties under defined storage conditions. 

Why Cannabis Stability Testing Is Necessary 

Unlike synthetic pharmaceuticals, cannabis-based formulations are highly sensitive to environmental conditions. During processing, exposure to air or high temperatures can cause degradation of cannabinoids and oxidation of terpenes. Packaging materials also play a role—improper barriers can accelerate loss of aroma and potency. 

To quantify these effects, samples are stored under controlled conditions such as: 

  • Long-term studies: 25°C ± 2°C / 60% RH ± 5% RH 
  • Accelerated studies: 40°C ± 2°C / 75% RH ± 5% RH 

Products are tested at specific intervals for changes in potency, moisture, and appearance. The results support expiration dating, regulatory compliance, and product reliability across batches. Over time, stability datasets also reveal how formulation or packaging changes affect performance, helping manufacturers continually refine production methods. 

Temperature and Storage: The Role of Cold Chain 

Temperature control directly affects cannabinoid and terpene integrity. Fluctuating conditions during storage or transport can cause emulsion separation, texture changes, or reduced potency. 

For high-value products, a cold supply chain helps maintain consistent quality. Refrigerated or temperature-monitored storage slows degradation, stabilizes emulsions, and preserves the sensory characteristics that distinguish premium formulations. 

Although cold chain infrastructure can be costly, it is becoming a defining factor in cannabis quality assurance as brands compete on consistency and shelf stability. Stability study data can guide cold chain validation—determining the temperature range at which a product remains within specification. Those findings also support labeling statements such as “store below 25°C” or “refrigerate after opening,” allowing producers to base handling instructions on verified evidence rather than assumptions. 

Terpene Testing and Product Stability 

Terpenes are among the most volatile compounds in cannabis and degrade faster than cannabinoids. Their loss can indicate declining freshness long before measurable changes in potency occur. 

Despite their importance, terpene data are often missing from Certificates of Analysis (COAs). The omission isn’t usually due to a lack of interest, but rather to the complexity and cost of additional testing. 

Adding Terpene Profiling to Cannabis Potency Testing 

Integrating terpene profiling into cannabis potency testing programs offers deeper insight into product quality, aroma stability, and freshness.
However, accurate analysis requires: 

  • Advanced analytical instrumentation such as GC-MS or GC-FID 
  • Specialized calibration standards for quantifying individual terpenes 
  • Consistent testing intervals to track degradation patterns 

Interpreting Terpene Stability Data 

Testing terpene levels at regular intervals—monthly for accelerated studies and quarterly for long-term studies—reveals how quickly compounds evaporate or oxidize. Changes in terpene ratios (for example, limonene relative to myrcene) can identify which compounds drive shifts in aroma or flavor and signal the onset of degradation. These findings inform packaging design, storage recommendations, and shelf-life targets across product lines. 

Toward Standardized Terpene Stability Metrics 

As analytical capabilities advance, terpene stability metrics are expected to become part of routine quality control. Standardized testing will promote transparency, consistency, and product differentiation as consumers become more discerning about formulation and freshness. 

Formulation Optimization and Shelf Life Extension 

Stability data often reveal opportunities for formulation optimization—adjusting the balance of active ingredients, excipients, or stabilizers to enhance product longevity. 

Factors influencing cannabis product stability include: 

  • Excipient selection: Emulsifiers, antioxidants, and carrier oils can affect degradation rates. 
  • Packaging materials: Glass, plastic, and multilayer films offer varying levels of protection from oxygen and light. 
  • Moisture control: Desiccants and humidity-resistant containers can prevent microbial growth. 

Refining formulations based on empirical data extends shelf life, minimizes waste, and supports consistent consumer experiences across product lines. Effective formulation optimization bridges product development and regulatory compliance by ensuring each new formulation undergoes verification before scaling for the market. 

Designing a Reliable Cannabis Stability Program 

Effective cannabis stability testing starts with asking the right questions: 

  • Which environmental factors most affect each formulation? 
  • How should sampling intervals be defined? 
  • What level of potency loss is acceptable for regulatory or label claims? 

A comprehensive program typically includes: 

  • Accelerated testing for early insight into degradation trends 
  • Long-term studies that confirm real-world performance 
  • Validated analytical methods, such as HPLC for cannabinoids and GC-MS for terpenes 
  • Robust documentation of storage conditions, results, and analytical methods 

Data trending across studies allows manufacturers to identify recurring patterns in potency loss or terpene volatility. Predictive models based on historical data can estimate shelf life for new formulations with similar matrices, reducing time-to-market. These programs should follow the guidelines in ICH Q1A(R2) and align with GMP and ISO/IEC 17025:2017 standards to ensure data integrity and reproducibility. 

Connecting Stability Testing to Product Safety 

As cannabinoids and terpenes degrade, they can form secondary compounds that alter efficacy or safety. Moisture fluctuations may also allow microbial growth, which presents additional health risks. 

For infused products, ingredients such as fats, sugars, or botanical extracts are subject to oxidation or spoilage. Monitoring these variables through stability testing enables producers to identify early signs of degradation and take preventive measures, thereby protecting consumers and supporting regulatory compliance. 

Long-term datasets also support post-market surveillance by providing reference points when investigating product complaints or performance discrepancies. This continuity between laboratory data and field results builds trust with regulators, retailers, and consumers alike. 

The Future of Cannabis Stability Testing 

The cannabis industry continues to evolve toward pharmaceutical-grade quality systems. Future advances in analytical equipment, automation, and data management will make cannabis stability testing faster and more precise. 

The integration of stability studies, terpene profiling, and environmental monitoring will provide a comprehensive understanding of product performance over time. Manufacturers that invest in scientific validation and continuous improvement will be best positioned to meet both regulatory demands and consumer expectations. 

 

The Industry Is Failing At Last Mile Cannabis Preservation

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Multiple scientific studies and lab results have provided compelling evidence that terpenes and volatile metabolites in cannabis rapidly degrade when exposed to light, oxygen, heat, and time, and therefore, reduce the entourage effect that depends on a specific balance of cannabinoids and terpenes. Because of this, what the product label promises is not what the consumer is getting.

The clock starts ticking at harvest, where terpenes start degrading at a rapid rate if not handled and stored correctly. Evaporation, oxidation, or structural change can alter both the composition and balance of compounds.

 

Fragile Aromas, Fading Effects: The Science of Terpene Loss

Terpenes, the aromatic compounds responsible for cannabis’s distinctive scent and effects, are highly sensitive to environmental stress. Studies show that these same conditions also degrade cannabinoids like THC, which converts to the less potent CBN over time. A 2021 study in the Journal of Cannabis Research found that flower stored at higher temperatures lost both THC and terpene content, while a 2024 Scientific Reports study revealed that UV light can degrade THC and CBD within days.

Each terpene reacts differently to stress. The lighter ones, like pinene and myrcene, start to fade at even modestly warm temperatures. Mid-weight terpenes such as limonene (that bright citrus note) and linalool (the floral lavender scent) hold on a bit longer but still break down when air or light gets in. Even the heavier, more stable compounds—like caryophyllene and humulene—eventually oxidize when storage conditions are poor. As those delicate aromas disappear, so does much of what makes each strain unique, subtly changing the flavor, scent, and effects of the flower.

 

Beverages Under Attack

Cannabis-infused beverages are particularly susceptible to potency loss if not properly stored. One primary cause is oxidation, where THC degrades into cannabinol (CBN), a compound with significantly less psychoactive effect. This transformation can occur rapidly in beverages due to the increased surface area of emulsified droplets and the presence of oxygen in the liquid. For instance, a study by Vertosa demonstrated that exposure to light and oxygen can lead to a potency loss of up to 8 percent over 12 weeks in specific formulations.

Additionally, physical interactions between the beverage’s emulsion and packaging materials can exacerbate potency loss. Hydrophobic emulsion droplets may adhere to hydrophobic surfaces, such as the interior linings of aluminum cans, leading to a reduction in cannabinoid content over time. To mitigate these issues, it’s best to use antioxidant-rich formulations, select appropriate packaging materials, and maintain proper storage conditions to maintain the efficacy of cannabis-infused beverages.

This is why information on a certificate of analysis can differ dramatically from what a consumer ultimately experiences in the end product.

When product degradation occurs, your label no longer accurately represents the contents of the product, and now the consumer is not receiving what they were promised. The danger also here is in dosing; if THC turns into CBN and loses potency because of degradation, but the label says 10mg of THC, the customer will not have an accurate baseline for dosing.

Improper storage without temperature control can lead to microbes growing in your product, so moisture content and water activity will play a big role in sabotaging shelf stability.

 

Degradation in Concentrates and Formulated Products

Concentrates, vape oils, and infused products are also vulnerable, if not more so, to degradation. No matter the format, cannabinoids and terpenes are delicate molecules that break down under unfriendly environmental conditions. In fact, research shows that these environmental factors can change the very chemistry of the extract, reducing potency and altering the product’s intended effects.

According to SC Labs, which regularly tests and studies terpene stability, even “sealed” vape cartridges and concentrate jars can experience terpene evaporation and oxidation when exposed to warm or brightly lit environments. Over time, this not only dulls the aroma and flavor but can also create new by-products as terpenes and cannabinoids oxidize. Monoterpenes, the lighter, more volatile compounds that give cannabis its bright, complex aroma, are especially quick to disappear, while heavier sesquiterpenes linger longer but still degrade without proper storage.

A review by Broughton and colleagues (2023) on cannabinoid stability found that THC and CBD are highly unstable under poor conditions, and their breakdown accelerates in liquid or semi-liquid formats like vape oils and emulsions. Another study published in Chemical Research in Toxicology found that high temperatures used in dabbing or vaping can produce degradation by-products, including isoprene and benzene derivatives, especially when terpene concentrations are high. Even during extraction, terpene loss can occur; the transition from flower to concentrate often strips away the lighter aromatics, leaving a narrower and chemically altered profile.

All of this means that the degradation “clock” starts much earlier than most realize, beginning at harvest, accelerating through packaging and transport, and continuing on the dispensary shelf. Proper temperature control, opaque airtight containers, and low-oxygen environments are needed to maintain chemical integrity and preserve the original profile that the product label promises.

 

Packaging and Storage Impact: Terpene and THC Stability
Terpene and cannabinoid degradation in cannabis products is heavily influenced by packaging and storage conditions. The material and closure system of the packaging are critical for preservation. Semi-permeable plastics or non-airtight closures can allow water vapor and oxygen to penetrate, accelerating product degradation. Packaging specifications, such as water vapor and oxygen transmission rates, directly affect shelf life; cheaper options with higher transmission rates can drastically reduce product quality. Improper handling—leaving packages open, exposing them to heat, or subjecting them to light—can further degrade THC and terpenes, making all cannabis formats, from flower to edibles to concentrates, vulnerable to potency loss.

Retailers play an extremely important role in the preservation process. How cannabis is stored, moved, and displayed in the store can either protect or accelerate product degradation. One of the biggest offenders is the widely used deli-style showcase for selling cannabis flower, where buds are exposed to light and frequent handling, dramatically increasing the risk of terpene and THC loss. Even the most carefully cultivated and processed products can lose stability if retailers fail to maintain proper temperature, light protection, and airtight handling during storage, stocking, and transfer.

The bottom line: Protecting and preserving cannabis means keeping the supply chain cool, airtight, and out of the light, from processing all the way to the retail shelf, where it might impact the stability of your product and a consumer’s experience.

 

 

 

 

 

 

 

 

 

How Cannabis Moves Around the World: Inside the Global Supply Chain

By Pam Chmiel
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Global cannabis trade is well underway as legalized countries move forward to establish a supply chain infrastructure in a newly formed and rapidly evolving industry. At the forefront of transportation logistics is Cannabilog, an Israeli company led by pharmaceutical industry veteran Yoram Eshel. In an interview, he shared his playbook for building a compliant, efficient, and scalable supply chain for global cannabis import and export trade.

 

The Complex Web of Global Cannabis Trade Regulations

According to Eshel, not surprisingly, the global cannabis trade hinges on regulatory compliance and requires expertise to manage the movement of products across continents. Unlike pharmaceuticals, where harmonized frameworks such as those of the European Union apply across borders, cannabis regulations differ drastically from country to country.

Some nations permit imports, while others ban them entirely. Even within importing countries, the rules vary by product category. “Some will allow flower, others only oil or genetics,” Eshel explains. “It’s never a simple straight line.”

Every aspect of the supply chain requires specific licensing under narcotics laws, from cultivation and storage to import and export. Adding to the challenge is the constant evolution of these laws. For example, Thailand initially embraced its booming local market and export-friendly policies, but the new government abruptly switched course and limited cannabis use to medical purposes only. In addition, Thai producers seeking to export face roadblocks because European authorities do not recognize their local GACP certifications, which are based on “Good Cultivation and Harvesting Practices for Medicinal Plants.”

Eshel emphasizes that failing to keep pace with changing laws can be costly.

 

“If you export cannabis products to another country and they can’t clear customs, the shipment is destroyed. There’s no way back.”

 

Medical Cannabis Must Meet Pharmaceutical Standards

The second major pillar of the international cannabis trade is adherence to pharmaceutical-grade standards. “Governments treat medical cannabis as a medicine,” says Eshel. “It’s exactly like Tylenol or any other drug.”

Even though cannabis has not gone through the traditional drug registration process, regulators treat it as a pharmaceutical product, which means it must comply with strict Good Distribution Practice (GDP) requirements. That includes temperature control, data logging, and rigorous quality management throughout the supply chain. Every shipment is audited and must be approved by a Qualified Person (QP) on the receiving end before entering the market. If any quality parameters are unmet, the product is rejected.

Logistics providers like Cannabilog must operate under EU GDP certification and maintain pharmaceutical-grade systems and documentation. “We are audited constantly,” Eshel says.

The difference between the medical and recreational markets often catches producers off guard, especially those in countries like Canada, which has a more recreational mindset, similar to that of the US. “When you move into the medical space,” Eshel notes, “you suddenly need temperature-controlled vehicles, validated packaging, and specialized labeling. It requires training and experience.”

Globally, countries such as Germany, Australia, and Israel classify cannabis exclusively as a medical product. “It’s not even close to recreational,” Eshel stresses. “And in most countries, recreational use is still illegal and requires special licensing.”

 

Managing Cold Chain Logistics

After navigating complex regulations and meeting pharmaceutical-grade standards, the final piece of the international cannabis trade puzzle, says Eshel, is execution.

 

“You can have your licenses, your permits, your quality system, but if you don’t execute correctly, everything can fail.”

 

Execution means maintaining control over every step, including packaging, labeling, documentation, temperature regulation, and secure transportation. Shipments must move through carefully selected routes using temperature-controlled vehicles, warehouses, and flights, with continuous monitoring to ensure product integrity is preserved. In some countries, even armed escorts are required for security.

Eshel explains that cannabis logistics is not one-size-fits-all. Each product type, including genetics, flower, and concentrates, has unique handling and storage protocols. For instance, cannabis clones present one of the most challenging forms of transport. “Most clones are unrooted,” he says. “From the moment you cut them from the mother plant, you have three to four days to keep them alive. That requires special packaging, rapid shipping, and customs clearance to get them back into water in time.”

Temperature management is another major operational challenge. Most global regulators require cannabis products to be stored and transported between 59 °F and 77 °F, known in the pharmaceutical world as Controlled Room Temperature (CRT). In the United States, many recommend that temperatures should not exceed 70 °F for optimal cannabis preservation. Eshel clarifies that maintaining actual CRT conditions demands active temperature monitoring and specialized packaging, not just insulated boxes.

For every shipment, Cannabilog conducts a route risk assessment to evaluate potential environmental extremes along the supply chain. Eshel cites the example of shipments from Canada to Australia, where opposite seasons create complex thermal risks.

 

“Winter in Canada is summer in Australia, making temperature management a challenge from continent to continent; you have to plan for that,” he says.

 

To minimize exposure, Cannabilog uses pharma-grade airline partners that store and handle products under strict temperature conditions and prioritize loading and unloading to reduce time on the tarmac. Each shipment includes data loggers that record temperature throughout transit.

 

“If there’s an excursion outside the allowed range,” Eshel notes, “the products are rejected.”

 

European regulators, he adds, tend to enforce these standards more rigorously than their U.S. counterparts. While the United States has many GMP-certified cannabis facilities, most are not EU-GMP certified, which limits their ability to export to Europe when the time comes, even though the differences are not that big.

Eshel contrasts this with Canada, where much of the market remains recreational. While medical exporters adhere to strict temperature control and quality management, domestic recreational products are often transported under looser conditions.

 

“You can’t count on the weather,” he says. “Temperature management is part of the medical cannabis infrastructure.”

 

The Last Mile in Cannabis Preservation

Most of Cannabilog’s shipments are from a cultivation or production facility to a licensed wholesaler or distribution center, rather than directly to pharmacies.

 

“We verify that every facility we deliver to is properly licensed and has temperature-controlled storage,” Eshel says.

 

Cannabilog provides insurance coverage for every shipment, including losses related to temperature excursions or other transport issues. However, ultimate product responsibility remains with the manufacturer, much like in the pharmaceutical industry.

 

“If something goes wrong, it’s the manufacturer’s duty to investigate, and if needed, issue a recall,” Eshel explains.

 

Each transfer of custody, whether at the port, airport, or distribution warehouse, marks a shift in responsibility defined by the buyer-seller agreement. Still, Eshel stresses that all parties must adhere to Good Distribution Practices (GDP) and maintain detailed documentation, including lab tests and Certificates of Analysis (COAs), to ensure transparency and traceability.

Without mandatory cold-chain standards, products are often transported in “hot trucks,” leading to product degradation. Eshel agrees: “The last mile is often the weakest link in the supply chain infrastructure as the industry strives to build a cold chain custody from seed to sale.”

Even last-mile deliveries must be temperature-controlled. The difference, Eshel says, comes down to mentality. “In Europe, it’s purely medical. There’s no confusion between recreational and medical use, so cannabis is treated just like any other medicine.”

 

From The Lab

An Inside Look at Germany’s Cannabis Supply Chain With The Grünhorn Group

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On April 1, 2024, Germany launched Pillar 1 of its adult-use legalization framework, building on its established medical cannabis program that has been in place since 2017. Since then, the number of medical patients has surged, as prescriptions remain the only fully legal access point for cannabis aside from home cultivation or membership in non-commercial private clubs, both still limited by incomplete regulations. Unlike the United States, where dispensaries are the backbone of cannabis sales, Germany maintains a more tightly regulated model: patients must secure a doctor’s prescription and fulfill it through a pharmacy.

The next stage, Pillar 2, is expected to introduce licensed retail outlets for adult-use sales, eliminating the requirement for prescriptions. However, with the Christian Democratic Party now in office and maintaining a strong stance against cannabis legalization, these plans face significant uncertainty. While advocates remain hopeful for progress, the CDU’s opposition could delay, restrict, or even reverse parts of the rollout, leaving the future of Germany’s adult-use market in question.

In the meantime, Germany is laying the groundwork for a national infrastructure rooted in its medical system, a stark contrast to the fragmented, state-by-state patchwork in the U.S. This centralized approach not only offers greater oversight and consistency but also positions Germany as a potential model for other European nations exploring reform.

At the center of this rapidly evolving landscape is the Grünhorn Group, one of the country’s most influential players. With an estimated 20 percent market share serving between 5–7 million patients in a nation of 84 million, Grünhorn has established a vertically integrated supply chain that spans importing biomass from global producers, EU-GMP-certified manufacturing, and robust distribution networks. Beyond production, the company operates Germany’s largest online pharmacy platform, giving patients access to products from multiple manufacturers. According to Matthias Fischer, Managing Director of Canymed, Grünhorn’s distribution partner, the group generated €33 million in revenue in 2024, provided medicine to approximately 60,000 patients, and engaged with nearly 6,000 prescribing physicians.

 

Prioritizing Data Collection for Medical Research                                                              For Grünhorn, data is at the core of both its medical mission and its business strategy. The company systematically collects patient feedback on the effects of its products—whether for sleep, anxiety, focus, or other conditions—to inform evidence-based product development. This feedback loop allows Grünhorn to collaborate closely with cultivation partners in designing strains that balance cannabinoids and terpenes to address specific therapeutic needs.

Beyond patient-level insights, Grünhorn is also investing heavily in analytical research. The company operates a gas chromatograph to precisely measure and map the cannabinoid and terpene composition of imported biomass, creating a detailed strain database. To date, Grünhorn has cataloged between 400 and 500 strains of interest, providing one of the most comprehensive genetic and chemical libraries in Germany’s cannabis sector.

“I think the future lies in predicting and knowing which cannabinoids will effectively address specific health indications,” says Fischer, underscoring the company’s long-term vision of turning raw data into targeted, science-driven therapies.

 

Germany is an Import Market

While Germany has licensed domestic cultivation, led by producers such as Tilray, Demecan, and Aurora, the country remains heavily dependent on imports. According to Fischer, the quality of German-grown cannabis has not yet reached the standards set by established cultivation markets in Canada, Portugal, Denmark, and Colombia. To maintain product consistency and meet patient expectations, Grünhorn partners with a Canadian grower, underscoring the ongoing importance of international supply in Germany’s cannabis ecosystem.

Economic factors also weigh heavily on domestic production. High energy costs make large-scale cultivation within Germany particularly challenging, pushing wholesale prices above those of imported flower. As a result, most of the market is supplied by international partners who can cultivate at scale more efficiently and deliver the product at a lower cost.

This reliance on global supply chains is not unique to Grünhorn.

Cantourage, one of Germany’s largest medical cannabis manufacturers, has built its strategy around imports, maintaining partnerships with 40 cultivators across 17 countries. Together, these dynamics reinforce Germany’s role as one of the world’s largest import-driven cannabis markets, even as it develops its own infrastructure.

 

Bottlenecks in the Pharmacy System

Germany’s pharmacy network, spanning both retail and online channels, remains the cornerstone of cannabis dispensing in the country. As patient demand surges, many traditional pharmacies have launched digital platforms to streamline order management. Grünhorn has leaned into this shift, expanding its online pharmacy delivery while forging partnerships with local pharmacists who see cannabis as a valuable revenue driver.

Yet the system is under strain. Because only licensed pharmacists can legally fulfill prescriptions, they often face capacity challenges. Compounding, bottling, labeling, and testing must still be performed manually, creating bottlenecks in day-to-day operations. To keep pace, some pharmacists pre-produce standardized products based on everyday patient needs, despite the model being designed for on-demand compounding. Recognizing these inefficiencies, Grünhorn is investing in custom machinery and software solutions to help pharmacists scale production without compromising compliance, while maintaining oversight of quality and safety.

Another hurdle is product consistency. With prescriptions filled at thousands of independent pharmacies, often by third-party providers, slight variations in formulation are inevitable. “It’s like having 6,000 different factories manufacturing your product,” Fischer explains. To address this, Grünhorn is working on standardized fulfillment models to align independent pharmacies with the quality benchmarks already set by its own online platform.

To further streamline the process, Grünhorn has integrated telemedicine into its supply chain. Patients can now connect directly with physicians, obtain prescriptions, and submit them seamlessly for fulfillment. This innovation helps address a recurring frustration: doctors inadvertently prescribing products that are out of stock, despite having access to inventory databases, ultimately reducing delays and ensuring patients remain on consistent treatment plans.

 

Partnerships and Opportunities                                                                                  Grünhorn’s pharmacy data reveals that 20-30 percent of products generate 80 percent of revenue, indicating a potential for future product consolidation, according to Fischer. For investors, this presents an opportunity to fund medical brands with proven track records that are poised for growth and expansion.

In addition to producing its wholesale product line, Grünhorn is well-positioned and equipped to assist other brands looking to enter the German marketplace and welcomes co-branded product partnerships. They forged a partnership with Somai Pharmaceuticals, based in Portugal, resulting in a two-year, €10 million manufacturing and distribution deal.

Fischer also believes AI will play a significant role in managing the industry in the future, suggesting an opportunity for those looking to enter the German market through technological innovation.

“The biggest challenge we must overcome in the next couple of years is to generate data and medical studies,” Fischer emphasizes. “We have many products with nice ideas, interested patients, and qualifying physicians, but we need more studies and proven evidence to present to new doctors and insurance companies, who are still challenging cannabinoid therapy and requesting data studies.”

For more insights into the German market, listen to an interview with Matthias Fischer on the Innovating Cannabis podcast.

 

Blockchain-Powered Cannabis CTV Unlocks Advertising Opportunities

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The next evolution of marketing in the cannabis industry has arrived.

Global Compliance Application Corp. (GCAC), a publicly traded Canadian company specializing in blockchain technology, has launched Citizen Green, a connected TV (CTV) channel designed to educate viewers on various aspects of the cannabis industry. The content will cover a broad range of topics, including cannabis health and wellness, business insights, hemp, and psychedelics.

Available worldwide, Citizen Green’s programming extends beyond North America, featuring international content, such as an Australian show that focuses on building homes with industrial hemp. This global reach positions the channel as an ideal platform for advertisers seeking to establish and expand their international cannabis brands.

As consumers increasingly cut the cord on traditional cable, smart TVs are gaining traction, particularly among the 50+ demographic — an untapped, canna-curious audience. According to Statista, 40 percent of Americans stream TV content, while traditional cable and broadcast TV each account for around 20 percent.

Building the Citizen Green CTV Channel with Strategic Content Partnerships

Citizen Green’s President, Steve Peterson, is spearheading the strategy for the new CTV channel, focusing on shows with built-in audiences — after all, we live in an influencer-driven world. A key component of this strategy was GCAC’s acquisition of Weed and Whiskey, a Dallas-based CTV Roku channel. This acquisition laid the foundation for what would become Citizen Green, rebranded to appeal to a broader, health-and-wellness-focused audience beyond the niche of cannabis culture. The channel is now available on multiple platforms, including Apple, Android, Fire TV, and Android TV.

Citizen Green’s lineup also includes Grunt Style, a San Antonio-based military-themed T-shirt company founded by veterans, known for their patriotic slogans. The Grunt Style Foundation creates content with a strong following in the military community, anchoring Citizen Green’s veteran-focused messaging.

Cannabis Coast to Coast News, a popular cannabis news show anchored by former sports broadcaster Jimmy Young, boasts over a million views and is also an “anchor tenant” in Peterson’s strategy, which he likens to filling a shopping mall. “To attract vibrant tenants, I needed strong key tenants, like the Macys and Nordstroms in a mall,” Peterson explains. “There’s a lot of cannabis content out there that doesn’t have the following it deserves, and now I’m filling out the stores in the mall with a variety of content — from music and movies to podcasts, entertainment, and education — creating revenue opportunities along the way.”

Peterson is confident that Citizen Green will be a powerful brand-building and revenue-generating platform for content providers through advertising and e-commerce initiatives.

Cannabis Advertising on CTV

Cannabis brands face significant advertising restrictions on traditional TV due to regulations imposed by the Federal Communications Commission (FCC), which governs radio, satellite, and cable communications. Because cannabis remains federally illegal, the FCC restricts its advertising. However, connected TV (CTV) operates under different rules. Unlike conventional broadcast television, the FCC has limited authority over internet-delivered or streaming content, providing a new opportunity for cannabis marketers.

“We’ve established clear guardrails to ensure compliance and avoid any issues,” explains Peterson. “Transparency is key — we want to make sure there are no false or misleading statements.”

Leveraging Ethereum Blockchain for Enhanced CTV Advertising

According to Advertising Week, the future of CTV advertising is filled with opportunities, especially with AI and blockchain driving advancements in targeting, fraud prevention, and contextual relevance. As a blockchain company, Citizen Green is poised to take CTV advertising to the next level by making it more interactive while ensuring transparency and compliance within the cannabis industry.

Through blockchain technology, Citizen Green provides real-time engagement between consumers and advertisers using smart contract mechanisms. Viewers can scan QR codes on their TV screens to access exclusive deals, a product’s Certificate of Authority (COA) to verify lab testing, or landing pages for brand stories. CTV’s video-on-demand feature enables viewers to pause and engage with a brand they find interesting, making it a powerful tool for brand building. Once a coupon is downloaded into the viewer’s e-wallet, advertisers can retarget that customer, much like email marketing. The only information advertisers receive is the e-wallet ID, keeping the transaction anonymous except for details on how and where the coupon was redeemed.

Additionally, Citizen Green allows viewers to shop directly through the platform by hovering over images with their remote, bringing up a shopping cart for immediate purchase. Brands can also use on-demand printing services to sell branded merchandise, adding further value to their CTV advertising efforts.

Advertising Opportunities on Citizen Green CTV

Citizen Green offers a range of advertising opportunities beyond its regular programming, including a pay-per-view model for live-streaming events such as concerts, educational seminars, and lectures. This provides advertisers with multiple channels to promote their brands. The platform will also feature a mobile app for easy access to cannabis content.

Unlike traditional linear TV, CTV operates as a digital platform, utilizing first- and third-party data to target audiences wherever they stream. This means advertisers can reach specific viewer segments and retarget consumers with tailored CTV campaigns. Like other digital advertising platforms, performance can be tracked through tools like Google Analytics, enabling brands to measure customer journeys and return on investment (ROI). Its interactive features make Citizen Green a robust demand and lead-generation tool.

“Integrating blockchain-driven ads into streaming video content, where allowed, and delivering them to a targeted, scalable market is the next evolution of advertising and revenue generation in the cannabis industry,” says GCAC North America President Steve Peterson. Streaming TV provides advertisers with access to a broad demographic, making it a prime platform for those seeking to stand out in the competitive cannabis market.

Hear Steve Peterson’s full interview on the Innovating Cannabis Podcast featured on Citizen Green TV.

From The Lab

MJBowl Comes For New York Brands

By Pam Chmiel
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MJBizCon, the largest and one of the most influential gatherings in the cannabis industry, is adding a new element to its lineup: a cannabis competition.

This year marks the debut of the MJBowl awards on December 4th in Las Vegas, produced in partnership with Budist, the first-ever review platform to combine consumer feedback with expert ratings from seasoned professionals.

Elevating Cannabis Standards

Often compared to Wine Spectator, the influential magazine known for expert ratings, detailed tasting notes, and industry news, Budist applies a similar model to cannabis.

“Cannabis needed a professional ratings and review platform that elevates a brand’s standards,” said Claudio Miranda, co-founder and COO of Budist. “Just like wine, coffee, or craft beer, cannabis deserves a transparent, unbiased system for measuring quality.”

The inaugural event will feature separate competitions in California and New York, with winners crowned in each state. While future editions may pit markets against one another, for now, the MJBowl is designed as a celebration of excellence rather than a direct state-to-state showdown, since cannabis remains federally illegal and cannot be shipped across state lines.

Driving Premiumization in Cannabis

Beyond ratings and reviews, Budist is also tackling one of the industry’s most persistent challenges: the lack of education around products. Miranda points out that cannabis is often reduced to a race to the bottom, where products are judged primarily on low prices and high THC percentages.

By introducing expert-driven evaluations, Budist aims to help consumers understand why some products command a higher price, just as wine drinkers learn to distinguish between a $10 and a $100 bottle. The platform also shines a spotlight on cultivators and brands that invest in craftsmanship, such as high-quality sun-grown flower, which is often undervalued in today’s market.

“Education is key,” Miranda explained. “Some consumers want value products, and that’s fine. But others are willing to pay more for craftsmanship and quality, and they want to know why that product is worth the premium. That’s where we come in—helping consumers make sense of the differences.”

Budist vs. Ganjier: Complementary Roles

Because Budist is often compared to the Ganjier program, Miranda clarifies the distinction and how they complement one another.

  • Ganjier, founded by renowned cultivator Kevin Jodrey, is the industry’s first sommelier-style certification program. It provides deep product knowledge, professional credentials, and evaluation training similar to earning a degree.
  • Budist is a platform. It gives certified experts, including many Ganjiers, an outlet to apply their skills in the marketplace.

In addition to expert reviews, Budist also includes consumer ratings, creating a dual system modeled after platforms like Rotten Tomatoes, where both critics and everyday users contribute.

 

“Both perspectives are valid,” Miranda said. “Our professionals might include Ganjiers, longtime competition judges, journalists, or educators, but they all share a commitment to standardized, unbiased product evaluation. At the same time, consumer input provides balance and insight into what everyday users value.”

 

Together, programs like Ganjier and platforms like Budist help professionalize cannabis evaluation, giving the industry tools to recognize quality while also educating consumers about the nuances that distinguish one product from another.

California vs. New York: Different Stages, Different Stories

One of the most compelling aspects of the MJBowl will be seeing how winners differ between California and New York.

California has had a legal cannabis framework for over 20 years and is a hub of innovation for brands, product formats, retail experiences, and cultivation and extraction methods. New York’s regulated market, by contrast, is still in its early stages. While its traditional market is longstanding, the legal side has fewer brands and less product diversity, making it more of a developing market than a mature one.

It’s not just about the products. Each MJ Bowl competition reflects the culture of its state. In New York, social equity license holders make up a majority of the market, accounting for approximately 54 percent across cultivation, manufacturing, and retail. Many of these operators come from the legacy market and support one another as they transition into the legal industry. Growers supply brands, brands support retailers, and retailers provide visibility for their community peers. This longstanding network of collaboration is now thriving in the regulated space, giving New York’s cannabis scene a uniquely cooperative spirit.

California, by contrast, brings decades of product innovation and a deep bench of brands, with judges steeped in West Coast cannabis culture. New York’s judging team is being built from within its own community. “This isn’t about California going to New York and telling them what we think of their products,” Miranda said. “It’s about letting each market speak for itself, from producers to consumers and professionals alike.”

How Judges Decide What Wins

According to Miranda, winning products don’t follow a single formula; trends, innovation, and what’s bubbling up in the market all matter. Years ago, hydrocarbon extracts such as shatter and wax dominated competitions, while today’s connoisseurs favor solventless products like rosin. Edibles have evolved from simple brownies to precisely dosed chocolates, beverages, and nanotech-infused products. Judges also reward innovation across hardware and packaging, not just flower or concentrates.

Budist is working to elevate standards by implementing a 100-point evaluation rubric that scores aroma, flavor, appearance, and effect, weighted differently according to category. For example, concentrates are judged heavily on aroma and flavor, while medicinal capsules are judged primarily on whether they deliver the promised effect.

The scoring system also recognizes that consumer expectations vary widely across categories. “You can’t measure rosin against distillate and call one better than the other; they’re different products serving different purposes,” Miranda explained. That’s why products compete within subcategories, ensuring fair comparisons and allowing each style to shine on its own merits.

For the MJBowl, there are five main competition categories:

  • Flower
  • Pre-rolls
  • Vaporizers
  • Concentrates
  • Edibles

Within these, entries are divided into 11 subcategories—such as distillates, live resin, solventless extracts, chocolates, gummies, and beverages to ensure recognition across the full spectrum of cannabis products.

What Winners Receive

In addition to honoring winners on the national stage at MJBizCon, the MJBowl ups the stakes with event tickets, an awards show entry, and a travel voucher to Las Vegas. Winning brands also gain major visibility through post-event press coverage, Budist social promotion, and amplification from MJBiz.

Retail partners in each state, such as The Artist Tree, with 10 California locations, and Gotham, with four dispensaries in New York, have committed to showcasing winners on their shelves.

“This isn’t an award that disappears once the show ends,” Miranda said. “It translates directly into new opportunities for brands. So we hope everybody enters.”

 

Hear Claudio Miranda’s full interview on the Innovating Cannabis Podcast and YouTube.

Sustainability in Cannabis Packaging: Balancing Preservation and Environmental Impact

By Jack Grover
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Even a cursory review of cannabis reveals that the market has been notoriously wasteful, polluting the environment with chemical fertilizers, misused pesticides, contaminated plants, and—perhaps most problematically—thoughtlessly excessive packaging.

The industry is in dire need of sustainable practices, and the easiest way to start an impactful new trend is from the outside in: a.k.a., adjusting how you’re parceling your products.

Honing in on sustainable packaging isn’t just a good move for the environment. It’s also more cost-effective, less labor-intensive and allows you to provide consumers with the best possible version of your flower—no matter how far through the supply chain it’s had to travel before hitting retail shelves.

Cannabis has progressed: It’s time for its packaging to do the same

By the time legalization began sweeping the nation, the industry already had several decades of experience operating underground. With that discretion came a lot of built-in habits around not attracting attention, and for packaging, the focus was solely on not looking like a cannabis product.

An overabundance of plastic isn’t cutting it anymore—not only when it comes to environmental friendliness, but for the integrity of the product itself.

Today, increased legalization grants operators the freedom to expand without the fear of being seen, and as a result, there’s no longer any excuse for wasteful packaging to be the industry’s norm. Glass jars, Ziplocks and an overabundance of plastic isn’t cutting it anymore—not only when it comes to environmental friendliness, but for the integrity of the product itself.

“I’ve been designing packaging in the cannabis industry since 2013, and a lot of trends have come and gone. We used to put flower in plastic Rx jars and paper envelopes. In general, there was a lot of waste: excess boxes and jars that all get thrown away,” says Legacy’s Chief Cannabis Officer Ryan Hedrick. “And when consumers pull the products out of those containers, your marketing doesn’t remain intact. The box gets thrown away, and now they’re just carrying around a labelless jar. Not only is it bad for the environment, but it isn’t helping you promote your brand at all.”

How sustainable storage optimizes curing and shelf life of flower

As for the curing process, Hedrick used to use airtight buckets, which both took up a lot of room and wasn’t at all effective for maintaining cannabis’s ideal humidity levels. He’s since switched to passive atmospheric packaging, which utilizes increasingly popular technology to keep humidity—and sustainability—in mind. “The buckets weren’t letting any moisture out. On top of that, you can imagine how much room 165 five-gallon buckets takes up in a grow space,” Hedrick says.

The same goes for long-term storage. With humidity-controlled bags, operators can rest assured that their product will maintain its efficacy, because as soon as that pack is sealed, the humidity level is guaranteed to stay the same.

Cannabis brand Lava Leaf Organics relies on passive atmospheric packaging for efficient storage—mainly because of the reduction in carbon footprint and increase in terpene preservation.

“When we think about the energy involved in packaging and shipping large amounts of heavy glass jars compared to TerpLoc bags, it was an easy decision for us,” said Lava Leaf Organics CEO Tony Martinez.

“The bags are recyclable, and compared to glass jars with child-resistant lids, they’re much better at preserving terpenes. Using sustainable packaging allows us to put our best foot forward and to better control our customer’s brand experience.”

Tips for making sustainable storage work for you

Sustainable storage is an environmentally-responsible move for the cannabis industry to make, but when weighing the pros and cons of a big switch like this, operators should also keep in mind how positively it will impact their end product, consumer’s experience, and, subsequently, their industry-wide reputation.

Some product packaging examples in the market today

Placing your products in eco-friendly bags is just the start. There are definitely more tips and tricks operators can take advantage of to prolong the use of sustainable materials and ensure they’re leaving as small a footprint as possible. For example, Hedrick’s team reuses their passive atmospheric packaging for maximum efficiency—especially when it comes to bulk storage or curing.

“We mark all of our storage bags with the original strain, so we can reuse that bag for the same strain as long as it passes testing along the way. When I do so, I take a mixture of SaniDate and water to make sure everything is sanitized and clean,” Hedrick said. “That allows me to reuse them for about 3-4 months’ worth of curing and storage. You can reuse a bucket in that same way, but when it’s time to replace it, you’re still spending another $15-$17.”

Sustainable, humidity-controlled packaging is also ideal for testing consistency. If you send in five buckets of the same strain to be tested, you run the risk of them all sitting at wildly different humidity levels, which means some might pass, and others might be rendered trash.

All of the environmental benefits aside, using sustainable packaging just makes cents—literally. “Essentially, I’m saving a minimum of half a million in packaging every year. That’s my entire staff’s salary for two months. That’s incredible, impactful, significant savings that can make a huge difference for a business trying to expand.”