The German Crossroads – Somewhere between Los Angeles and Germany

Of all the countries of the old continent, good old Germany is facing a large-scale legalization of cannabis that will significantly change cannabis culture and will have to choose between two paths. Does it follow the traditional path of the green Amsterdam School or does it follow the zeitgeist of the purple American-California philosophy in its then new financially strong market? This editorial looks at the current situation in the economic powerhouse of the EU, ventures a look into the future and clarifies whether there might not be a third alternative path for Germany.

But before we can look into the crystal ball and make any predictions, we need to take a look at the current situation. An analysis of the current state before we can turn to the target state. Germany does not have a national, recognized cannabis culture in the classic sense. Germany also has no hotspots for cannabis culture, like Barcelona for Spain or Copenhagen for Denmark. While the judiciary in the south of the Federal Republic of Germany is still sometimes tough on petty offences, the police in other major cities in the country are smarter and in Berlin, Leipzig, Hamburg or Cologne they are much more generous towards private cannabis users. Nevertheless, no sustainable cannabis culture has been able to develop in the 16 years of Chancellorship of Angela Merkel and the conservative CDU. This does not mean that cannabis has not developed in Germany.

Medical cannabis has been legal since 2017. CBD products are available everywhere and at every second kiosk (bodega) and every Späti (the Germans’ favorite word for a small delicatessen). Although the regulations are high, CBD flowers are everywhere, even the recognition has evolved. The idea of ​​a cannabis culture is in demand, even if THC is missing and THC-containing cannabis often has to be bought in parks around the corner or in dubious areas. However, the current state of affairs also means that a new branch of biochemical innovation has quietly emerged in the country of Bayer and BASF, which has already enabled financially strong experts in the industry such as Boris Jordan from Curaleaf to become active. The great hunger in Germany for a socio-cultural embedding of cannabis and the German spirit of innovation in medical cannabis are two sides of the same coin, which open up a path between the green and purple fronts for Germany and, on closer inspection, could also create a logical place for the further development of global cannabis culture . The go-ahead for legalization clearly came from politics.

The government under Olaf Scholz’s Social Democrats, newly elected in 2021, has initiated a turnaround. From a German perspective, this seems paradoxical, as Scholz took office promising to be the sequel and male version of Angela Merkel, known in US circles as the so-called “Teflon Chancellor”. So it makes no sense to look to the current Chancellor and his Social Democrats from the SPD on this issue, because, like Merkel before him, he doesn’t let any issues stick to himself. In fact, the focus must be on the two parties that govern together with Scholz. The more left-leaning Green Alliance 90/The Greens and the Free Democrats of the FDP. This government, known as the “traffic light coalition” (SPD=red; FDP=yellow; Greens=green), has stipulated in its coalition agreement that cannabis will be legally available in licensed specialist shops. The fact that three parties govern in Germany is a novelty and was expected with great excitement, since the last attempt at a three-party coalition in the exploratory talks had failed. The hype is real.

The legalization of cannabis has long been on the agenda of the Greens and FDP and was therefore an important connecting element with media impact. Founded as a pacifist and alternative party, the Greens woven legalization into the party’s DNA. Liberals recognize the potential of a new market and trust in the individual’s personal responsibility in making decisions for or against cannabis. You can also rely on the functions of a newly forming free market.

Despite all 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) initiate continuous improvement processes, because companies want to differentiate themselves from their competitors in terms of quality. Innovation, passion and product understanding are driving the industry to new heights. The customer and his needs must be understood and cannabis must be thought of holistically in this new market. There needs to be full vertical integration without betraying the credibility of cannabis as a cultural asset and turning cannabis into a for-profit vehicle, as some German lobbyists are already trying to do. That too is paradoxical, since some of them come from the CDU.

The best example of how to do it right is the company Boris Jordan invested in. Europe’s leading medicinal cannabis company – The Bloomwell Group. The Bloomwell Group based in Frankfurt a. M., shows how cannabis can function in its dual function as a medicinal plant and cultural asset in a corporate context. The company houses three units. As a leading telemedicine company on German soil, Algea Care ensures therapy and access to medical cannabis. Ilios Santé, the importer and trading arm, and the slumbering giant, Breezy. The latter will enable the redemption of prescriptions for medical cannabis through a timely cooperation and will position itself in the German market as the leading lifestyle brand in the cannabis sector. Breezy will satisfy the hunger for legalization.

Germany’s highly developed industry is already positioning itself as a global pioneer in the medical use of cannabis in some areas and makes a clear case. The technical know-how and the entrepreneurial spirit 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 beautiful biotope where a thriving cannabis brand manages to combine culture and technology. In my column for the national startup magazine Business Punk, I wrote about “respectful treatment of culture”. Cannabis is the unifying factor of multiple cultures that need to be embedded in an industrial and legislative sense. It is important to take the different influences and communities with you. My work as a designer in the fashion industry has shown me that it is important to use synergies. Initially anchored in the niche and subculture, I started my own streetwear collaboration with the football club VfL Bochum 1848, a first division team in the Bundesliga. Bloomwell not only knows how to use synergies, but also how to create them.

In my role as VP of Marketing, I was able to recruit rap star and entertainment mogul Xatar as our first brand ambassador and partner. Germany offers high growth investment opportunities in the coming years and it is up to cannabis enthusiasts from the start to pave the market with an emotionalized approach and help shape our shared culture.

Maybe we’ll talk about the German Blue strains soon? Who knows…