Of all the countries on the old continent, the good old Germany is the one that is on the verge of a large-scale legalization of cannabis, which will significantly change the culture of cannabis and will have to be decided between two paths. Does it follow the traditional path of the Amsterdam Green School or does it follow the zeitgeist of American-California philosophy that dwells in its then new financially strong market? This editorial analyzes the current situation of the EU’s economic power, takes a look at the future and clarifies whether there may be a third alternative route for Germany.
But before we can dare to look at the crystal ball and make predictions, we need to take a look at the current situation. An analysis of the current state before we can focus our attention on the target state. Germany does not have a nationally recognized cannabis culture in the classical sense. Germany also has no point of interest in the culture of cannabis, as Barcelona is for Spain or Copenhagen is for Denmark. While the judiciary in the south of the Federal Republic of Germany is still partially tough on petty infractions, the police in other metropolises in the country are already wiser and in Berlin, Leipzig, Hamburg or Cologne much more generous with private consumers. of cannabis. However, in the 16 years of Chancellor Angela Merkel and the Conservative CDU, no sustainable cannabis culture has been developed. This is not to say that cannabis was not developed in Germany.
Since 2017, cannabis has been legally available for medical use. CBD products are everywhere and are available at every second kiosk (winery) and every Späti (the favorite word of the Germans for a small delicacy). Although the regulations are high, you can find CBD flowers everywhere, even the recognition factor has developed. The idea of a cannabis culture is in high demand, although THC is lacking and cannabis containing THC often has to be bought in corner parks or questionable areas. However, the current state of affairs also includes the fact that in the country of Bayer and BASF a new branch of biochemical innovation has quietly emerged, which has already made economically strong industry experts such as Boris Jordan of Curaleaf are activated. The great hunger in Germany for a social cultural incorporation of cannabis and the German spirit of innovation in medicinal cannabis are two sides of the same coin, which could pave the way between the green and purple fronts for Germany and, if a more careful examination, you can do it. a logical place for the development of the world cannabis culture. Obviously, the starting signal for legalization came from politics.
The new government elected in 2021 under the Olaf Scholz Social Democrats has begun a turning point. From a German perspective, this seems almost paradoxical, as Scholz took office promising to be the sequel and male version of Angela Merkel, who was known in American circles as the so-called “Teflon Chancellor.” Therefore, it makes no sense to look at the current chancellor and his SPD Social Democrats on this issue, as he, like Merkel before him, does not let any issue get in his way. In fact, the focus should be on the two ruling parties along with Scholz. The Alliance of the Green Party 90 more leftists / The Greens and the Free Democrats of the Liberal Party FDP. This government (SPD = red; FDP = yellow; Greens = green), known as the “traffic light coalition,” has defined in its coalition agreement that cannabis will be legally available in licensed specialty stores. The fact that three parties rule in Germany is a novelty and had been eagerly awaited, as the last attempt at a tripartite coalition had failed in the exploratory talks. The hype is real.
The legalization of cannabis was long on the agenda of the Green Party and the liberal FDP and was therefore an important unifying factor with media impact. The Greens were founded as a pacifist and alternative party and so legalization was woven into the party’s DNA. Liberals recognize the potential of a new market and trust in the personal responsibility of the individual when deciding for or against cannabis. They can also rely on the functions of a newly formed free market.
Despite all the justified criticism of capitalism, the example of cannabis shows some of the strengths of this economic system. The forces of a free market (with state framework conditions for everyone) set in motion processes of continuous improvement, because companies want to differentiate themselves from their competitors in terms of quality. Innovation, passion and understanding of the product lead the industry to new heights. The customer and their needs must be understood and cannabis must be thought of in a holistic way in this new market. There must be full vertical integration without abusing the credibility of cannabis as a cultural property and allowing cannabis to degenerate as a profit-driven vehicle, as some German pressure groups are already trying to do. This is also a paradox, as some of them come from the CDU.
The best case scenario is how well Boris Jordan invested. The leading medicinal cannabis company in Europe: The Bloomwell Group. The Bloomwell Group, based in Frankfurt a. M., shows how cannabis in its dual function as a medicinal plant and cultural good can function in a corporate context. The company hosts three entities. Algea Care, which as a leading German-based telemedicine company, wants to guarantee therapy and access to medical cannabis. Ilios Santé, the importing and trading arm, and the sleeping giant Breezy. The latter, through cooperation in the near future, will allow the collection of medicinal cannabis prescriptions and position itself in the German market as the leading lifestyle brand in the cannabis space. Breezy will satisfy hunger after legalization.
The sophisticated German industry is already positioning itself as a world leader in medical use with cannabis in some areas, showing a clear case. Technical knowledge and entrepreneurship are there. The social desire for a credible cannabis culture is great and the political will to legalize it is there. Breezy operates in a wonderful biotope where a thriving cannabis brand can combine culture and technology. In my column for startup magazine published nationwide Business punk, I wrote about “respectful treatment of culture.” Cannabis is the unifying factor of various cultures that must be integrated industrially and legislatively in a reasonable way. It is important to bring the different influences and communities with us. My work as a designer in the fashion industry has shown me that it is important to use synergies. First anchored in the niche and subculture, I launched my own streetwear collaboration with the VfL Bochum 1848 football team, a Bundesliga first division team. Bloomwell not only knows how to use synergies, but also how to create them.
In my role as vice president of marketing, I was able to win the rap star and entertainment tycoon Xatar as our first ambassador and partner of the brand. Germany offers high-growth investment opportunities in the coming years and it is up to cannabis enthusiasts to pave the market from the start with an emotional focus and help shape our common culture.
Maybe we’ll talk about German Blue varieties soon? Who knows…