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

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

October 13, 2025

As Europe’s medical cannabis market shifts from a focus on growth to pharmaceutical discipline, PHCANN International has emerged as a leading voice in this new phase.

Headquartered in the Netherlands, the EU-GMP certified group operates across several European markets and has built its reputation on scientific rigour, compliance, and product consistency.

Leading the company is Dr Sasho Stefanoski, CEO of PHCANN International. With a background in healthcare management, public policy, and international business, Dr Stefanoski has previously held senior roles in health systems and governance. Today, he is among the most prominent advocates for harmonisation, evidence-based regulation, and the integration of cannabis into mainstream healthcare.

Business of Cannabis sat down with him to explore how PHCANN is defining pharmaceutical cannabis in practice, from EU-GMP implementation and product innovation to the company’s next phase of European expansion, and why trust, not hype, will determine the industry’s long-term credibility.

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.”

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BofC: You’ve said that EU-GMP isn’t perfect, but it remains the most effective tool we have for ensuring consistency. What does EU-GMP compliance represent beyond a regulatory requirement? Is it a business philosophy?

Dr Stefanoski: “Absolutely. For PHCANN, EU-GMP is not paperwork, it’s a philosophy of responsibility.
“It ensures every gram we produce can be traced, tested, and trusted. It represents a mindset: that patients deserve the same safety and predictability in cannabis as in any other medicine.
“While it began as a regulatory framework, it evolved into a business discipline, one that has guided every strategic decision we’ve made.”

BofC: Some argue EU-GMP was created mainly to reassure politicians and regulators. What’s your opinion?

Dr Stefanoski: “That’s partially true — and necessary. When you operate in a sector that’s still controversial, legitimacy is built through transparency and rigour.
“EU-GMP gave European policymakers a safety net, but it also gave responsible companies like PHCANN a differentiation edge.
“It separated those serious about long-term healthcare integration from those chasing short-term hype. So yes, it reassured regulators, but more importantly, it created the foundation for global trust.”

BofC: Will EU-GMP continue to be the gold standard, or will a new certification be necessary?

Dr Stefanoski: “I believe EU-GMP will remain the backbone, but it will evolve. We’ll likely see sector-specific GMP extensions, frameworks tailored for cannabinoid APIs, extracts, or novel dosage forms.
“The key is to maintain scientific discipline while improving accessibility for innovative producers. Europe shouldn’t lower the bar, it should modernise it.”

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BofC: EU-GMP is demanding. What have been the biggest challenges for PHCANN in achieving and maintaining these standards?

Dr Stefanoski: “The main challenge is alignment, aligning agriculture, manufacturing, and pharmaceutical quality culture under one system.
“Cultivation is biological; GMP is procedural. Merging those worlds takes years of training and discipline.
“For us, the breakthrough came when we stopped treating GMP as a department and made it a company-wide language. From the grow rooms to the boardroom, everyone understands that quality is not inspected, it’s built.”

BofC: You’ve advocated for mandatory stability testing, including THC degradation data. How is PHCANN implementing that internally, and how important is shelf-life transparency?

Dr Stefanoski: “We conduct full real-time and accelerated stability studies on every batch we release.
“Our goal is to move beyond basic THC/CBD content and provide predictive shelf-life models that account for cannabinoid and terpene degradation over time.
“Transparency here is fundamental. When doctors prescribe and patients rely on a product, they deserve to know how its profile evolves over six or twelve months.
“That’s how the industry earns clinical trust, not by claiming quality, but by proving it.”

BofC: You’ve said Europe can lead globally if it commits to a unified framework. What would meaningful harmonisation look like, and what role can PHCANN play?

Dr Stefanoski: “Meaningful harmonisation would mean one set of standards for quality, prescribing, and import/export, rather than 27 interpretations.
“It would unlock scale, lower costs, and accelerate research.
“PHCANN is advocating for a European Medical Cannabis Charter, a collaborative framework that bridges regulators, companies, and medical institutions.
“Our role is to demonstrate through practice that harmonisation is not theoretical, it’s operationally possible when you maintain GMP discipline and data integrity across borders.”

BofC: Many in the industry talk about professionalism, but you refer to the need for a ‘pharma mindset.’ What does that mean day-to-day?

Dr Stefanoski: “It means acting like a pharmaceutical company even when the world still calls you a cannabis company.
“It’s about having validated processes, readiness for recalls, constant batch monitoring, and patient-first risk assessments.
“A pharma mindset also changes how we lead teams: it builds a culture where quality is everyone’s job, not just QA’s.
“That’s what separates compliance from excellence.”

BofC: You’ve said investment remains fragmented. How could harmonisation and professionalism attract long-term capital?

Dr Stefanoski: “Capital follows clarity. When the rules are consistent and compliance costs are predictable, institutional investors will enter.
“Right now, the lack of harmonisation creates uncertainty. Once Europe builds a stable regulatory backbone, medical cannabis will no longer be viewed as a speculative play but as a healthcare asset class.
“That’s when the sector will see the kind of structured capital, from pension funds, healthcare investors, and impact funds, that it truly deserves.”

BofC: As you look toward 2030, what does success look like for PHCANN and Europe’s cannabis pharmaceutical ecosystem?

Dr Stefanoski: “By 2030, I want PHCANN to be recognised as a European leader in cannabis-based medicines, not just for what we produce, but for the trust we’ve built.
“For the ecosystem, success means that cannabis is no longer discussed as an exception, but as an established part of pharmaceutical care, covered by insurance, prescribed confidently by doctors, and regulated uniformly across Europe.
“In short: success is when medical cannabis no longer needs introduction, only innovation.”

Ben Stevens

Ben is the editor of Business of Cannabis. Since 2021, he has researched, written, and published the vast majority of the outlet’s content, delivering agenda-setting journalism on regulation, business strategy, and policy across Europe.

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