Brett Hilton-Barber: What excites you most about the upcoming Expo?  

Silas Howarth: There’s something about bringing together hundreds of exhibitors from across the cannabis spectrum in one place—it’s like watching the cannabis industry evolve in real-time. From farmers to tech start-ups to the coolest new cannabis accessories, I get excited about seeing the innovation first-hand. Plus, let's not forget the chance to chat with like-minded folks from around the world. It’s basically the ultimate cannabis family reunion... but with more vapes and less awkward small talk

BHB: One of the issues that you’ve juggled with in past Expos is finding the right mix between being a business networking event and a bit of a consumer free-for-all. How are you navigating that balance this year?  

SH: This year, we’ve really leaned into creating clearer areas—there’s the professional networking side with the Cheeba Cannabis Cultivation Summit  

From 30 to 31 May, The Cannabis Expo will feature the Cheeba Cannabis Cultivation Summit, Africa’s first event dedicated to cannabis cultivation. As well as introducing the International Cannabis Symposium, a prestigious, invite-only event taking place on 30 May 2025. The symposium will bring together global leaders in cannabis law, trade, and standards. We also have a perfect mix of exhibitors this year, catering towards the big business side of the industry as well as consumer-focused brands and products, so we think that the experience will really be beneficial for everyone!

BHB: For the broader cannabis business community, what are the main highlights?  

SH: I think the Cheeba Cannabis Cultivation Summit and the International Cannabis Symposium are probably the big draws this year for business.  You’ve got top-tier industry leaders discussing everything from cultivation to compliance and trade. Plus, we’re going deep into essential parts of the cannabis value chain. If you want to get ahead of the curve, you won’t want to miss those.

BHB: The last Expo saw something of a break-through with more Government interest in engaging with business. Is there any official government representation at this year’s Expo?  

SH: The more the government gets involved, the better for the industry. We’re always looking to foster that relationship. While I can’t promise a parade of government officials marching through the doors, we’re definitely seeing more interest from policymakers. They’ll be attending some of the discussions, especially around the legal frameworks and compliance. It’s a step in the right direction for both the industry and for consumers who want to see the regulatory landscape evolve.

BHB: The Expo’s earned a reputation for being a showcase for cannabis consumers as to what’s new and on the market, as well as a chance to celebrate a freedom of lifestyle. What’s the main drawcard for cannabis consumers this year?  

SH: For consumers, it’s all about discovery this year! You’ve got the Cannabis Food Market where you can munch on cannabis-infused goodies. Then, there’s the Freedom Festival—a chill space to unwind, listen to great music, and of course, enjoy cannabis in a more relaxed, celebratory atmosphere. Oh, and don’t forget the private members-only area sponsored by Just Blaze! It’s a laid-back space where visitors can legally indulge in THC products. 

BHB: What are the main SA cannabis consumer trends that have stood out for you in the past year?  

SH: The growing interest in wellness is definitely a standout. Which is why our relationship with Synergy Wellness is so perfectly positioned. Consumers are shifting from just “getting high” to using cannabis for its therapeutic benefits—whether it’s pain management, sleep issues, or just to enhance well-being. We’ve seen a huge spike in CBD products, with people using them as part of their daily wellness routine. 

BHB: And the business environment? Despite everything being stuck in a legislative vacuum, do you feel there’s real growth starting to happen within these confines? Is there more money flowing around outside the ‘grey zone’?  

SH: The industry is growing, no question about it. Sure, there’s still a large grey area, but I’d say we’re seeing more money flow into the industry, especially in the areas of cultivation, CBD products, and tech. Investors are looking for that next big thing, and while the legislative landscape is still evolving, businesses are innovating and pushing the boundaries. People are finding creative solutions to work within the current confines, and we’re seeing a lot of activity outside the ‘grey zone’. It’s like the cannabis industry is building its own highway, even if the road signs aren’t entirely clear yet.

BHB: What’s your outlook for the SA cannabis landscape for the year ahead?  

SH: I’m optimistic – I think one has to be. There’s a momentum building. I think we’re going to see even more innovation and more business growth, especially in medical cannabis, hemp, and wellness products. Legislation is inching along (I mean, it’s not fast, but it’s moving!), and with more international interest, South Africa could really become a key player on the global cannabis stage. That said, we still need to see a clearer regulatory framework to really unlock the full potential. But I’m feeling positive—it’s a good time to be in the cannabis space.

BHB: Are you planning any cannabis expos outside SA? And have you decided where next year’s will be?  

SH: The demand is there, and it’s exciting to think about taking the Expo into Africa. We're actively exploring a few options for next year, but I can’t drop all the details just yet. It’s all about creating a global cannabis community, and I’m thrilled to be part of that journey. Stay tuned!