I recently returned from the International Cannabis Business Conference (ICBC) in Berlin, Germany, and I’m still, as my new British friends would say, buzzin’! I spent nearly a week meeting a ton of people from all over the world who all have cannabis in common, and it truly energized me thinking about the future of international cannabis trade.
I wanted to make sure I didn’t forget anything, so I kept a short diary throughout my time in Berlin, and now I’m going to share it with you.
Day 1: Getting to Know Berlin
I kicked things off in Denver, departing Saturday night around 6:45 p.m.
It was just under a nine-hour flight to London, where I connected to head to Berlin. I will admit I was a little nervous about traveling outside of the USA, given the reputation our country has right now. But the entire travel experience getting to Berlin was surprisingly smooth.
When I arrived in Berlin, my taxi driver immediately sparked up a great conversation. He was curious about why I was there and shared his thoughts on cannabis legalization. He told me he believes cannabis should be legal everywhere. He explained how, in the US, drug problems are so much worse because the government does not support its people. He talked about the stress and lack of a safety net for people who lose their jobs or face medical problems, which he believes leads to anxiety, tension, and substance abuse.
He said in Germany and parts of Europe, people might casually drink or use substances like cocaine or LSD without the same level of problems. He mentioned that his friends even get cannabis delivered to their homes and can easily buy it in stores without going through a pharmacy.
That conversation made me immediately google “dispensary near me” (classic, ha!), and I learned that most places that popped up were hemp, CBD, THCA, and HHC shops. After doing a little research, I found it is similar to the US in some ways. Germany has legal medical cannabis through pharmacies, but there are also hemp-based head shops scattered throughout the city. What is new here is that consumption lounges are starting to open, which I think is awesome.
I decided to rent a bike and explore the city a bit. As I biked around, I noticed how many parks Berlin has. Every few blocks, there were activities, gardens, skateparks, and sitting areas. It was amazing to see how naturally cannabis culture fits into daily life here. I saw people lighting joints in the park and drinking champagne and smoking bowls while sitting by the river. I knew Berlin had a cool reputation, but it was really special to see the cannabis side of it firsthand.
Day 2: ICBC Begins with a Bang
My second day in Germany started with a drive past a section of the Berlin Wall and the Holocaust Museum. These landmarks are powerful reminders of history, and I wish I had more time to explore them fully. Just passing them gave me a real sense of where I was and how much this city has lived through.
The morning event was hosted by The Talman Group at the iconic Hotel Adlon Kempinski, which I learned was the hotel where Michael Jackson famously held his baby over the balcony. The hotel itself was incredible, and The Talman Group did an amazing job with hosting, catering, and creating an environment that encouraged real conversation:
- The Talman event opened with a welcome from Alex Rogers, CEO of The Talman Group and Executive Producer of the International Cannabis Business Conference (ICBC).
- Jamie L. Pearson from New Holland Group and GCNC kept the day moving with thoughtful commentary and sharp insights.
- Finn Hänsel, Managing Director of Sanity Group, delivered the keynote, offering a sharp look at Germany’s cannabis future following the CanG law and why Germany is positioned to anchor Europe’s cannabis movement.
It’s exciting that many countries outside the U.S. can legally import and export cannabis across borders. In addition to the main speakers, there were several other amazing presenters and investors who shared their visions for the global cannabis industry.
Highlights included:
- large-scale cultivation and distribution operations out of Colombia
- advanced lighting technologies for indoor growing
- pharmaceutical-grade medical cannabis inhalers
- innovative online platforms connecting consumers, pharmacies, growers, and distributors into a single, streamlined ecosystem
- and much more
DJ Muggs of hip-hop legends Cypress Hill even made a special appearance, sharing insights on culture, authenticity, and cannabis’s influence on music and global community building. It was one of those rare moments when you realize how powerful this plant’s influence really is.
During the day, I met a major player from the South African market, connected with operators from around the world, and caught up with partners like Verdant Strategies and Beard Bros Pharms. The espresso at the Adlon was next level, and the vibe all day was energized with optimism.
GCNC
After the Talman event, I headed over to the Global Cannabis Network Collective (GCNC) networking event at Herr Lindemann. The energy, the conversations, and the connections were incredible. I met one of the largest cannabis operators in Switzerland and had great conversations with new partners like Pipp Horticulture.
The GCNC event was supported by outstanding sponsors like Pipp Horticulture, Emerald Lane Recruitment, Global Cannabis Exchange (GCX), Boveda, PufCreativ, Grasslands, Bud & Mary’s, and Sun Theory.
Switzerland’s cannabis model was a big topic. Their approach is one of the smartest globally: no capital gains tax, a full commercial supply chain from seed to sale, and provisions for home growing and cross-border trade. Compared to Germany’s early leadership, Switzerland is now setting the pace with a sustainable and scalable model.
After the GCNC event, I capped off the night by grabbing late-night shawarma with the founders of GCNC and some amazing members. Shawarma is everywhere in Berlin, and it ended up being the perfect low-key way to close a big day of learning, connecting, and dreaming about what’s possible.
Day 3: Show Floor Connections & Global Market Panels
Next up was a powerful reminder of just how international the cannabis industry has become. I spent most of the day on the show floor meeting new people and connecting with companies doing amazing things across the globe.
Some standout conversations included:
- Carbon Extracts – top-tier extraction experts out of Canada
- Golden State Banana – a legacy California brand with deep roots and a cult following
- Pharmacali – an exciting medical cannabis company based in Berlin, focused on localized quality and compliance
- CanXchange – helping professionalize cannabis as a tradable commodity in Europe
- Cannabis Tolling Solutions – offering large-scale tolling and manufacturing for operators ready to scale
Beyond networking, I sat in on several panels that offered sharp global insights and practical takeaways:
Global Cannabis Industry Horizons
Led by Jamie L. Pearson from New Holland Group, this panel brought together some of the sharpest minds in cannabis investing and operations.
Raj Grover from High Tide Inc., Will Muecke from Artemis Growth Partners, George Bellow of SOMAÍ Pharmaceuticals, David Hyde from Hyde Advisory, and Margaret Brodie of Rubicon Organics offered deep perspective on investment trends, M&A activity, and how capital is shifting toward more sophisticated teams with tight strategies.
It was a clear reminder that investor expectations are rising and access to capital is still competitive, so brands and operators need to be sharper than ever.
Establishing International Brands
Ricardo Baca, Founder & CEO of Grasslands, moderated a standout panel on how cannabis brands are moving from national markets into global territory. Panelists included Nick Avé from Zamnesia, Jürgen Bickel of Storz & Bickel, Lance Lambert from Grove Bags, and Barry Laxer of Cielo Verde.
They shared smart, practical strategies around regulatory prep, strategic partnerships, and how to localize brands without losing authenticity.
The Evolving Industrial Hemp Industry
This one featured a fantastic group, including Johnny Green from ICBC, Morris Beegle, Robert Hoban, Daniel Kruse of Synbiotic SE, and Chris Day from GCNC.
It was great to hear hemp take center stage. The discussion covered everything from cross-border trade to industrial use cases and innovations in biotech, construction, and textiles. The hemp space may be quieter than THC right now, but there are long-term opportunities there that can’t be ignored.
Day 4: Brunch, Brand Strategy, & the Road Ahead
The final day of ICBC began with an incredible brunch at Bau Bar, hosted by Beard Bros Pharms and Good Life Gang, with support from Verdant Strategies.
I had a great walk and talk with Rachel Wright from Verdant. We discussed how tax strategy and revenue generation can work hand-in-hand when financial planning and marketing are aligned from day one. The synergy between our firms is undeniable, and there’s a massive opportunity to help clients scale smarter and more efficiently.
I also caught up again with Beard Bros to explore how we can partner deeper. We don’t have service overlap, but we definitely have audience alignment and a big opportunity to amplify each other’s work and help drive the industry forward.
Insights from the Final Day of ICBC
- Cannabis is now global – There’s no doubt: international markets are heating up, and things are going to start moving quickly across borders.
- Branding is becoming urgent – Switzerland may be leading adult-use in Europe, but every country will need to get serious about branding soon. Now is the time to build authenticity and differentiation.
- Digital is ‘everything’ – From Bloomwell to new platforms in development, it’s clear that branded tech, SEO, web presence, and paid strategy will define the next era. Starting early is the biggest advantage.
The day closed out at Baergarten for a final evening of music, great food, cannabis-friendly conversations, and celebration. Hosted again by Beard Bros and Good Life Gang, the vibe was relaxed, inspired, and full of people committed to pushing the industry forward. And of course, one final kebab for the road. I had more than I could count on this trip, but honestly, I’m not mad about it.
Cannabis is a Worldwide Movement & We’re Just Getting Started!
Overall, my time at ICBC reminded me that cannabis is a global force. The conversations I had, the stories I heard, and the collaborations that sparked made it clear: we’re just getting started.
There’s something powerful about standing in a room full of people from different countries, languages, and backgrounds who are all fighting for a connected, conscious, and thriving cannabis industry.
If you’re building something meaningful and looking for creative, strategic partners who truly get it, let’s talk. PufCreativ is ready to collaborate, elevate, and grow with you, no matter where you are in the world. Reach out here!
