Cannabis Europa London returns on 26-27 May 2026, bringing together operators, investors, clinicians and policymakers from across the global cannabis industry for two days of main stage debate, exhibition, and networking.
Ahead of the event, we’re exploring the Voices of Cannabis Europa, drawing on the perspectives of the figures setting the commercial, clinical, and regulatory agenda for cannabis in Europe and beyond.
Yuval Soiref, Chief Executive of Green Success, arrives at Cannabis Europa London 2026 later this month with a pointed argument: that the European cannabis market’s first phase is over, and that the companies built to win the next one look very different from those that dominated the last.
“The European market is moving out of its first phase, which was largely driven by supply, into a more disciplined, infrastructure-led environment,” Soiref says.
“In the early cycle, a lot of capital went into cultivation and distribution without a clear link to patient access. What we’re seeing now is a shift toward systems that can connect product, compliance, and demand in a repeatable way.”
For Green Success, that shift is the founding logic of the business. The company has built an integrated model across Germany and the United Kingdom that connects global genetics and brands, licensed supply, distribution, and patient access through telemedicine, betting that the value in European cannabis no longer accrues to any single part of the chain.
“The value is no longer in one part of the chain,” he continued. “It’s in controlling how the entire system operates.”
The Germany-UK Axis
Green Success’s near-term commercial focus sits at the intersection of two markets that Soiref argues are more complementary than they appear.
Germany provides scale, strong patient demand, a maturing prescription framework following the Cannabis Act, and growing operator sophistication. The UK, by contrast, is building a tighter, more regulated prescribing environment that Soiref believes will reward operators who have invested in clinical alignment over pure distribution reach.
“The real opportunity is in building a model that operates across both, allowing products, brands, and patient access to move efficiently between markets,” he says.
That positioning informs the company’s session at Cannabis Europa, where Green Success is hosting a dedicated event for doctors, clinics and pharmacies on the sidelines of the main programme. The message, Soiref says, reflects where the market has arrived.
“Doctors and clinics are now building long-term prescribing frameworks. That requires reliable supply, consistent product quality, and clear patient pathways. The next phase of the market will be defined by how well the system works for patients, not just how much product is available.”
The Compliance Gap
One of the more underappreciated constraints in European cannabis, Soiref argues, is the complexity of operating compliantly in digital channels, a challenge that is reshaping which operators can actually reach patients at scale.
“The biggest misconception is that success in Europe is driven by supply or branding alone. In reality, the challenge is operational, particularly in navigating complex, highly regulated marketing environments, especially online.”
Across Germany and the UK, digital marketing, patient acquisition, and direct communication are subject to tight restrictions that require careful structuring to remain within regulatory boundaries. For operators that have not built compliance into their commercial model from the outset, the gap is widening.
“Without solving for patient access and compliant communication, even strong products struggle to scale.”
The Consolidation Clock
Looking to the 12 months following Cannabis Europa, Soiref identifies three forces he expects to define the market: greater regulatory clarity in Germany and the UK, tighter integration between telemedicine, distribution, and patient acquisition, and consolidation around platforms capable of operating across multiple jurisdictions.
He concluded: “The companies that will succeed are those that can combine compliance, scale, and operational consistency — not just focus on isolated parts of the value chain.”
