Hi Brett,

I hope this finds you well.

I kindly share herewith some reflections from what was an energizing and affirming experience at the 2025 ICBC cannabis conference in Berlin. I believe these insights could be valuable to the Cannabiz Africa readership, as they shed light on South Africa’s emerging position in the global cannabis industry.

One of the key takeaways for me was the strong validation that we’re on the right track with our EU-GMP approach to cannabis production. From nearly every speaker and panel discussion, it was evident that regulatory compliance, pharmaceutical-grade consistency, and international certification standards are no longer just differentiators—they’re prerequisites for entering and sustaining presence in global markets.

What became increasingly clear is that South Africa is being viewed internationally as a "sleeping giant" in the cannabis space.

Our unique combination of favourable climate conditions, low-cost agricultural production, and access to skilled labour positions us as a highly competitive player. However, what’s still largely missing is a coherent and visible national narrative. Few people at the conference truly grasped the scale of our opportunity—highlighting the need for us to do more to communicate South Africa's value proposition as a premium, compliant, and reliable cannabis exporter.

Another key theme that emerged was the incredible and growing demand for cannabis across Europe—not only in the medical space but increasingly in the recreational sector as well. Market projections suggest that the next five years will see unprecedented growth across the continent, fuelled by progressive regulatory shifts and the maturing of supply chains.

The appetite for high-quality, regulated product is massive—and producers who align early with global standards will be best positioned to thrive.

It was also heartening to see strong South African representation at the event. From exhibitors to attendees, there was a real sense of energy, passion, and shared purpose among those of us working toward building a sustainable cannabis industry back home. The quality of conversations, the connections made, and the collective enthusiasm left me optimistic about what lies ahead—not just for individual businesses, but for the sector as a whole.

In summary, Berlin reaffirmed that South Africa is on the cusp of something significant. With the right frameworks, storytelling, and international engagement, we have the potential to become a powerhouse in the global cannabis economy.

Warm regards,

Johann

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