Key Insights from Mary Jane Berlin x Business of Cannabis’ Inaugural B2B Day

European Cannabis Week 2025 has officially begun, seeing thousands of Europe’s cannabis thought leaders, innovators and decision makers descend on Berlin’s vast Messe Berlin for the first day of Mary Jane Berlin.

This year, for the first time, Business of Cannabis has partnered with Mary Jane to launch a dedicated Business-to-Business Day, for a unique opportunity to foster collaboration, drive innovation and explore the emerging opportunities across the European cannabis market.

With the German cannabis market projected to reach €1.7 billion by 2028, according to the recently released Prohibition Partners German Cannabis Report, the event will provide a critical platform for international cannabis businesses to engage with local stakeholders and gain insights into the new regulatory framework and commercial opportunities emerging in Germany.

We’ll be reporting throughout the day to bring you a roundup of the key insights from the panels as they happen.

Expanding Beyond Borders – Strategies for International Growth​

How cannabis companies can navigate complex international regulations, especially in Europe, and build sustainable market entry strategies.

UK Market Outlook​

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  Robert Jappie (Fieldfisher) noted that UK market growth has been slow — around 70,000–80,000 patients over seven years — but key barriers are now easing. He expects significant growth ahead.
  
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  UK is often overlooked in favour of Germany, but Jappie believes it’s not far behind and presents real opportunity.
  
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  Branding is playing a growing role in the UK, particularly for Canadian products — consumers are willing to pay for trusted names.
  
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  Karan Wadhera (Casa Verde) remarked how few people in the UK realise that medical cannabis is already legal. This is largely due to advertising restrictions, though companies are increasingly finding workarounds.
  

Global Strategy & Brand Building​

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  Jürgen Bickel (STORZ & BICKEL) said his company has shipped to over 120 countries. In his 25 years in the sector, progress has always been slow, but it consistently moves forward.
  
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  Every market is “interesting,” with Germany, Australia, and now the UK offering strong opportunities.
  
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  Due to strict marketing rules, social media and digital channels (like podcasts and Instagram) are essential for building brand identity in cannabis.
  

Clinics, Patient Retention & M&A​

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  Jappie identified patient acquisition as the biggest opportunity in the UK. The rest of the supply chain is already crowded.
  
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  Clinics that target the cannabis-naive population are seeing the best growth and are increasingly attractive for investment.
  
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  Poor patient retention was a major reason for early UK stagnation.
  
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  Bickel agreed that telemedicine has improved access but not retention. He added that compliance, while costly, is a critical differentiator in M&A deals.
  
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  New medical device regulations and licensing requirements make operations more complex — but those who manage them well stand out.
  

Regulation & Cultural Normalisation​

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  Yuval Soiref (Green Success 1.0) said success often comes down to being first and being smart — citing STORZ & BICKEL as an example.
  
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  Jappie warned that lack of regulatory clarity invites risk-taking. In Germany, for example, the telemedicine boom may now be attracting stricter scrutiny from regulators.
  
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  Bickel stressed the need to normalise cannabis politically — legalisation in Germany is not the endpoint. Without ongoing advocacy, the industry could lose ground.
  
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  Soiref agreed: continued regulatory progress is essential, both for business and for patient access.
  

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