The future of the cannabis market in Brazil was the subject of debate in episode 43 of Deusa Cast, a podcast by Sechat, which brought together Marcelo Grecco, a cannabis business consultant and co-founder of The Green Hub, and Fernanda Zago, founder and CEO of WePayments. Among the points discussed, the movement known as Green Rush was highlighted as a reflection of the current moment of the Brazilian sector, still in consolidation.

“Time to focus”

According to Grecco, the national market is at a decisive moment. He recalled that cannabis was removed from the Brazilian market 80 years ago and only regained space with the regulation of medicinal use about a decade ago. During this period, according to the consultant, it was natural for different segments of the industry to be put “in the same basket”, but the next step needs to be specialization.

“Today we are starting to enter a phase where it is necessary to focus. We are talking about a billion reais just in medicinal, so it is time to understand that each segment has its demand, its production chain, and its specific players. Until recently, we mixed a lot of subjects, medicinal, textile, adult use, food, cosmetics. This is normal in an initial market, but now we need to refine so that each area can grow in a structured way,” highlighted Grecco.

Courage to undertake

The specialist also emphasized that, despite the progress in recent years, the sector is still under construction and will take time to consolidate. “There were 80 years of prohibition and now we are trying to solve something that will require at least two decades of maturation in five or ten years. The important thing is to have the courage to undertake at the beginning. When I started, even to put on LinkedIn that I worked with cannabis, it took me months. Today this has already become a profession, but there is still a long way to go,” he said.

 
The discussion on Deusa Cast reinforced the importance of paying attention to the strategic development of cannabis in Brazil, focusing on each area of operation and strengthening production chains, instead of keeping them all under the same market logic.

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