The TV show Globo Rural, from TV Globo, featured a report this Sunday on the potential of medicinal cannabis and industrial hemp in Brazil and Latin America. The segment included members of the Scientific Committee and speakers from the Brazilian Medicinal Cannabis Congress, who shared their views on the advancements and challenges in the sector.

The president of Instituto Ficus, Bruno Pegoraro, a speaker in the Agro & Tech module of the Brazilian Medicinal Cannabis Congress (CBCM) held in partnership with Embrapa, stated that it is necessary to “look at hemp not only as medicine, but also for use in other purposes”. He also emphasized that Brazil has the full potential to lead in this market, thanks to its agricultural potential. Instituto Ficus will also participate in the 2025 edition of Cannabis Connection providing an overview of hemp as the commodity of the future. 

Entrepreneur Marcelo Demp, a speaker at the Brazilian Medicinal Cannabis Congress and exhibitor at the Cannabis Fair with its 5th edition scheduled from May 21 to 23, 2026, highlighted Paraguay's pioneering role in South America. “At international fairs and exhibitions, my clients started asking for shelled hemp seeds as a protein food, with high nutritional values,” he stated.

“Who knows if cannabis won't be a new soybean,” said researcher Daniela Bittencourt from Embrapa, in an interview with Globo Rural reporter Filippo Mancuso.

During the largest cannabis fair in Latin America, held parallel to the Brazilian Medicinal Cannabis Congress, the researcher highlighted fundamental points for the sector's future.

“Involvement from various fronts is necessary. It's not just about allowing cannabis cultivation in the country. We need to create means for this to truly become a productive chain and for Brazil to be a major global cannabis player,” Daniela emphasized, who participated in the Vet Cannabis module of CBCM 2025.

The challenge of convincing about the therapeutic benefits of the plant is being overcome 

Dr. Pedro Pierro, scientific director and member of the Scientific Committee of the Brazilian Medicinal Cannabis Congress, shared his experience and reflections on the use of medicinal cannabis.

He commented on the surprise of realizing “why something so ancient and effective had been neglected for so long” and highlighted the challenge of engaging with families.

“And to convince people? To say to a father: ‘Look, your child has a neurosurgery indication for epilepsy, but we have less invasive therapeutic tools, such as medicinal cannabinoids’,” he explained.

In an interview with Filippo Mancuso, Dr. Pierro also reported a situation that illustrates resistance to the topic:

“Then the question: ‘Cannabis from marijuana?’ I said: ‘Yes’. The patient replied: ‘Doctor, open my son's head, but don't give him marijuana’.”

Challenges regarding prejudice towards cannabis are being overcome, with around 670 patients already using therapeutic cannabinoids extracted from the plant popularly known as marijuana. 

The role of associations

Cassiano Gomes, founder and president of Abrace, spoke about the importance of access to medicinal cannabis. "For many, this is a crime, I committed a crime to save lives". The interview was recorded amidst the plantation at the site in honor of his own mother, who was a cannabis patient. "That was my main motivator, so much so that this site is in her honor: Dona Zezé".  

Camila Moraes, administrative director of Abrace, shared her personal experience with frequent seizure crises and the solution she found in Uruguay, where therapeutic use was already allowed at the time: "From the first day I took the oil, I was seizure-free for 45 days. I returned to Brazil with 12 vials of medicine and afraid of being arrested for international drug trafficking". 

Medicinal and industrial cannabis is gaining ground in the country, with research, regulations, and clinical cases reinforcing its relevance for health and for the development of the production chain.  Watch the Globo Rural report now: click here. From minute 34:30. 

The topics presented on the show will be further discussed at the main sector events:

• Cannabis Connection 2025 – November 6, 2025, in São Paulo.
  cannabisconnection.com.br

• Brazilian Medicinal Cannabis Congress – in May 2026, also in São Paulo.
  congressocannabis.com.br

Join and stay informed about the future of cannabis in Brazil!