From Growth to Discipline: PHCANN’s Vision for Pharmaceutical Cannabis in Europe

BofC: PHCANN defines itself as part of a new generation of pharmaceutical cannabis producers. How would you define PHCANN’s mission today, and how does it differ from the early years of Europe’s cannabis industry?

Dr Stefanoski: “In the early years, Europe’s cannabis industry was driven by enthusiasm rather than evidence, a cause more than a category. PHCANN was built on the opposite foundation: science, discipline, and patient outcomes.

“Our mission today is clear, to establish medical cannabis as a legitimate part of modern healthcare. That means bringing pharmaceutical precision, clinical accountability, and transparency to every stage, from cultivation to patient access.

“We are no longer building belief, we are building trust.”

BofC: You said during your recent appearance at Cannabis Europa that ‘the days of hype and overpromising are over.’ What does that mean for PHCANN’s positioning today?

Dr Stefanoski: “It means maturity has arrived.

“The industry’s credibility now depends on consistent delivery, not on visionary storytelling. At PHCANN, we’ve moved from growth for attention to growth for reliability.

“We focus on compliance, data, and measurable quality. Every decision, whether about expansion, partnerships, or branding, is filtered through a simple lens: does it improve patient outcomes and reinforce trust with regulators and prescribers?

“The new era of cannabis is not about making noise; it’s about making standards.”

BofC: With this in mind, what are the next steps for PHCANN over the coming months?

Dr Stefanoski: “The next phase for PHCANN is about depth, precision, and execution. We’re moving from building capacity to building continuity, expanding our product portfolio, strengthening market access, and reinforcing our pharmaceutical discipline.

“A key milestone this year is the launch of our new premium product line, PHCANN Exotics, in Germany and the United Kingdom.

“This line embodies our philosophy of quality through precision, combining distinct genetics and consistent cannabinoid profiles. In Germany, PHCANN Exotics will position us in the high-end prescription segment, while in the UK it will introduce a new level of choice and consistency for prescribers and patients. Together with the Tyson 2.0 brand, for which we are exclusive producers for Europe, this will offer patients a wider portfolio of choice.

“At the same time, we’re finalising new product registrations in Australia and Poland, aligning all launches under one harmonised EU-GMP framework.

“Internally, we are investing in digital quality systems and data integration, linking cultivation, manufacturing, and stability analytics into a unified platform. This infrastructure gives us full traceability and faster responsiveness as we scale.”