A $2 Billion Opportunity In Cannabis: How A Tobacco Giant Is Helping Organigram Seize The German Market

On July 10, Zuanic & Associates hosted a panel discussion focusing on the European cannabis market, featuring Benna Goldenberg, CEO of Organigram Holdings OGI, and Finn Age Hansel, CEO of Sanity Group.

Senior analyst Pablo Zuanic led the discussion, which centered on the companies' strategies for expanding in Germany and the broader European market.

Organigram's Strategic Move In Germany

Organigram has been actively expanding its presence in the international markets, with a particular focus on Germany. And, according to CEO Benna Goldenberg, the company's partnership with Sanity Group is a key element in this strategy. The collaboration is bolstered by British American Tobacco BTI, a strategic investor in both companies.

Investment Details And Strategic Goals

Organigram's initial investment in Sanity Group amounted to €14 million ($15.22 million), comprising €11.5 million through an unsecured convertible note and €2.5 million for purchasing equity interest from founders and other shareholders.

This investment includes an option to advance an additional €3 million based on achieving specific milestones. The partnership also grants Organigram a board seat in Sanity Group, enhancing its influence and oversight.

Sanity Group's Market Presence And Growth

Goldenberg sees multiple strategic benefits in this partnership, arguing that Sanity Group's established market presence in Germany and its strong distribution network make it an ideal partner. The company's position as the number two player in the German flower market, combined with its successful pilot test in Switzerland, showcases its capability and market reach.

Sanity Group's CEO, Finn Age Hansel, further elaborated on the company's operations and growth in Germany. The company currently holds a market share of around 15% in the German flower market, selling approximately 300 kg of products monthly. This consistent sales volume speaks to its solid footing in the market.

In terms of financial performance, Sanity Group has seen its revenues grow to approximately €2 million per month. Hansel is optimistic about the future, projecting a tenfold increase over the next two years. He attributes part of this growth to the significant uptick in medical cannabis prescriptions since Germany reclassified cannabis on April 1, 2024. According to Hansel, this reclassification has driven the market upwards by 50%, signaling a robust demand and promising future for the medical cannabis industry in Germany.

Read Also: Europe Is Turning Cash Flow Positive, 'We'll See What Happens In The U.S.,' Says Curaleaf's Boris Jordan

Market Potential And Projections

Goldenberg and Hansel both highlighted the substantial potential of the German market. Goldenberg noted that before recreational legalization, Canada's medical cannabis market boasted about CAD 1 billion in sales. With Germany's population being twice that of Canada, they estimate the German medical cannabis market could reach approximately €2 billion before transitioning to a recreational market.

From a market share perspective, Hansel emphasized, “The flower market is the most relevant market in Germany right now.” Considering that Sanity Group currently sells around 300 kg of its product into the German market each month, Hansel said, “We believe our market share is around 50% right now. We are around €2 million in monthly revenues," with the domestic market accounting for about 95% of their sales.

Infrastructure And Capabilities

Sanity Group operates an EU-GMP facility in Frankfurt, allowing it to process and distribute cannabis products efficiently. The company collaborates with cultivators like Organigram to ensure a consistent supply of high-quality products.

Hansel also discussed Sanity Group's expansion into telemedicine, a rapidly growing sector in Germany. The company believes that telemedicine will play a crucial role in the market's growth, potentially increasing the patient base from the current 0.15% to 1.5% of the population.

As the conversation progressed, Hansel expressed skepticism about cultivating cannabis in Germany due to its high costs. He stated, "The costs of cultivation in Germany will always be a competitive disadvantage compared to Canada and other markets."

Meanwhile, Goldenberg highlighted the company's capacity to meet increasing demand. 

Markets: Social Clubs And Medical Grade Cannabis 

The discussion also touched on the potential impact of decriminalization and social clubs in Germany.

Hansel downplayed the risk to the medical cannabis market, stating, "I believe in coexistence. Medical cannabis will continue to be sourced from professional cultivators like Organigram."

Read Next: Investing In Germany's Cannabis: Hemp Industry CEO's Insights On Consumer Needs And Revenue Streams

These issues will be a hot topic at the upcoming Benzinga Cannabis Capital Conference in Chicago this Oct. 8-9. Join us to get more insight into what the wave of weed legalization means for the future of investing in the industry. Hear directly from top executives, investors, advocates, and policymakers. Get your tickets now before prices go up by following this link.

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