The Failures of the Cannabis Ecosystem

By Cintia Vernalha

Probably, if we conducted a survey, we would get as many answers as the number of people we asked. And all would be correct. 

The cannabis industry encompasses millions of people in different ways. Depending on the question, cannabis can be considered a commodity or an extremely complex medication. And it is this versatility that allows it to operate in different models. However, this same benefit complicates the formation of laws, hinders the natural evolution of the industry, and creates different understandings within the sector.

The cannabis industry is rapidly developing in Brazil, but it is still an early-stage industry. The lack of laws creates a challenging environment subject to constant changes. Despite different players finding ways to boost the market, the sector receives daily reminders about the failures in its ecosystem. The lack of security and understanding of how cannabis will be treated in the future has delayed its growth in Brazil.

This would be the ideal moment for the industry to unite with the goal of assisting policymakers in building the legislative framework that will regulate cannabis and all those who use it. Currently, we have observed people trapped in their own beliefs, not understanding that the problems in the sector are systemic. Individual struggles jeopardize the teamwork accomplished so far, which has been responsible for building the laws that have shaped the sector over the last 10 years. Looking back shows how far we have come. The market faces the challenge of creating laws that keep pace with the evolution that the cannabis industry needs. 

We are all protagonists, and it is up to each of us to work together to reformulate regulations, rebalance the scales of justice, and place the different players on the same level. This does not have to be a zero-sum game - us against them, plant against oil, industry against activists. As long as we maintain an antagonistic mindset, we will not be able to move beyond a stalemate. 

Before we think about competing for the market, we should be concerned with building the market. The energy should be channeled into raising awareness and medical education, and only then will a market emerge where everyone has opportunities. Competition is still far off. Today, we need everyone to unite against the illicit market, against the prejudice that delays the release of medications, and to build laws that truly meet the needs of consumers.

Having a pharmaceutical industry as a competitor is not easy, but it can accelerate clinical research, bring investments to the sector, and attract customers. On the other hand, the pharmaceutical industry has the obligation to respect all those who were here before and fought to bring this topic out of the shadows. Without activism, the market simply would not exist.

With well-designed laws, we will have space for everyone. Consumers have different needs and desires, and the industry and its rules need to evolve to enable the creation of new products and thus meet all demands. Remembering the first question of the article, we summarize cannabis culture through its plurality.

There will always be those who prefer to grow, and there will always be those who prefer to buy at the pharmacy. Some people prefer the convenience of consuming capsules, while others will not give up rolling their own cigarettes; some still prefer the safety of industrial products and their dispensers, while others dislike the taste and prefer gummies and sweets. The important thing is that for each product, there is a niche of consumers, and the market is here precisely to find those demands and satisfy them. 

The industry has a long way to go, and only then can we grow with the solidity and breadth that cannabis demands, truly contributing to those who need or want to use it.

The opinions expressed in this article are personal and do not necessarily reflect the position of Sechat.

About the author:

Cintia Vernalha lives in the USA, where she discovered and fell in love with the cannabis market. With over 15 years working in the commercial area of large corporations such as Nestlé, Reckitt Benckiser, and EMS, she now combines her passion for the plant, her executive experience, and her experience in one of the largest cannabis markets to advise companies that wish to operate or improve their positioning in Brazil.