As we head into Cannabis Europa, Business of Cannabis chats with Barry Laxer, founder and President of Canadian cannabis producer Cielo Verde
What do you see as the most significant developments shaping the European cannabis industry right now and how is Cielo Verde approaching this market?
“The European medical cannabis market is entering a more mature and competitive phase, driven by increasing patient adoption, expanding physician acceptance, and a greater focus on product consistency and quality.
“We are also seeing a shift from early supply-driven dynamics toward a more sophisticated ecosystem where quality, reliability, and long-term partnerships matter more than ever.
“From Cielo Verde’s perspective, Europe represents a long-term strategic market. Our approach is focused on building long-term partnerships with distributors and clinics, while developing our own brand based on proven quality and innovation. We emphasise premium quality, consistency, and reliability.
“As a Canadian producer with strong cultivation expertise, we believe our strength lies in combining scaled production with high-performing genetics, distinct terpene profiles, and a strong understanding of consumer and patient preferences. We are approaching Europe with discipline, prioritising long-term quality and value over short-term volume.
“We also believe cultivation research will play an increasingly important role in remaining competitive globally. Through collaborations with the Quebec Association for Quality Control Chemists (QAQCC) and the McGill Centre for Cannabis Research, we continue to invest in cultivation and post-harvest research focused on quality, consistency, and terpene and genetic performance.
“As the industry matures, innovation at the cultivation level will become an increasingly important differentiator.”
Barry, you will be joining the panel on price compression in Europe’s medical markets on day two. In your view, what is the most effective strategy for operators trying to maintain margin and brand integrity as bulk prices continue to fall?
“As markets mature, price compression becomes inevitable. The operators that will succeed are those that create value beyond price alone. That starts with operational excellence and efficient production, but most importantly, requires strong brand positioning combined with unique cultivars and consistent product performance.
“We believe the market is trying to commoditise cannabis instead of building product and brand value, which ultimately drives long-term trust with prescribers and patients.
“Maintaining brand integrity means staying disciplined on quality, even during periods of pricing pressure, while identifying efficiencies that do not compromise the patient experience.
“In the long run, companies that invest in quality, reliable supply, and strong commercial partnerships across the supply chain will be better positioned than those competing solely on price.
“Cultivation research and process optimisation are also becoming increasingly important. Operators that continue investing in genetics, cultivation techniques, and post-harvest quality improvements will be better positioned to protect both margins and product integrity over the long term.
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Cielo Verde is sponsoring the Clinic of the Year award at the European Cannabis Awards. What draws you to this category – and what does genuine clinical excellence look like in the European medical cannabis market today?
“We were drawn to the Clinic of the Year category because clinics are at the centre of patient access and education within Europe’s medical cannabis ecosystem. They play a critical role in building trust, advancing physician understanding, and ultimately improving patient outcomes.
“To us, genuine clinical excellence means putting patient care first while maintaining high standards of education, consistency, and professionalism. The best clinics combine medical expertise with a strong understanding of cannabinoid therapies and individualised patient needs. They also help advance the industry through responsible care and evidence-based practices.
“As the market evolves, clinics that prioritise transparency, accessibility, and patient support will continue to play an important role in the credibility and long-term growth of medical cannabis in Europe.“
For a company operating from Canada, what does the European market look like from the outside — and where do you see the most underserved commercial opportunity?
“From Canada, Europe looks like a market with enormous long-term potential, but also one that requires a thoughtful and localised approach. Every country is evolving at a different pace, with distinct regulations, prescribing cultures, and patient dynamics. Success in Europe requires flexibility, patience, and strong local partnerships.
“We believe there is, and will continue to be, increasing demand for consistent, high-quality flower. Neither in Canada nor in the international markets we serve do we believe in overproducing and underdelivering. While there will always be a market for lower-cost, average-grade products, that is not where we see long-term value.
“European distributors are increasingly looking for partners that can deliver not only scale, but also consistency, differentiated cultivars, and dependable long-term supply. As patient adoption grows, consistency and trust will become increasingly important. Companies that continue investing in genetics, cultivation research, and supply chain reliability will be well-positioned to help shape the next phase of the European market.”
