Good old Germany, out of all the continent’s countries, is poised to legalize cannabis on a massive scale. This will drastically alter the culture of the plant. The country will need to choose between the two options. It will follow the tradition of the Amsterdam school, or do they go with the current zeitgeist and embrace the Purple American-Californian philosophy to its new financially prosperous market. This editorial analyzes the present economic situation of the E.U. and provides a glimpse into the future.

Before we look in the future and make predictions, however, it is important to first analyze the present situation. We need to analyze the state of affairs before we move on to the goal state. Germany has no recognized, national cannabis culture. Germany does not have any cannabis hotspots like Barcelona or Copenhagen for Spain. The judiciary in Germany’s southern region is not perfect for small offences, but the police of other metropolitan areas are much better and more accommodating to cannabis-users in Berlin Leipzig Hamburg Hamburg Cologne. Nevertheless, in the 16 years of Angela Merkel’s and the conservative CDU’s chancellorship, no sustainable cannabis culture has been able to develop. However, this does not mean cannabis is not being developed in Germany.

Medical cannabis is legal in the United States since 2017. CBD products are everywhere and available at every second kiosk (bodega) and every Späti (the German’s favorite word for a small deli). Even though the regulations may be strict, CBD can still be purchased at any Spati (the German word for a small deli). Even though THC is absent, the idea of cannabis cultivation is very much in demand. Cannabis containing THC must still be purchased in unlicensed areas or in corners. The present state of affairs also encompasses the possibility that a new area of biochemical invention has quietly emerged in Bayer/BASF. It has made financial strong professionals in the field such as Boris Jordan from Curaleaf. Both the German desire for social integration of cannabis and its German counterpart, the German spirit for innovation in medical marijuana are sides of one coin. Germany could be able to open up new avenues and become a place that allows for both green and purple. Political action was the initial signal that legalization would be possible.

This is a pivotal moment in the history of Germany. From a German perspective, this seems almost paradoxical, as Scholz took office promising to be the continuation and male version of Angela Merkel, who was known in U.S. circles as the so-called “Teflon chancellor.” So there is no point in looking at the current chancellor and his Social Democrats from the SPD on this issue, since he, like Merkel before him, does not let any issues stick to him. In fact, we should focus on Scholz’s two parties. The left-leaning Green Party Alliance 90/The Greens, and the Free Democrats from the liberal party FDP. This government (SPD=red; FDP=yellow; Greens=green), known as the “traffic light coalition”, has defined in its coalition agreement that cannabis will be legally available in licensed specialized shops. Three parties now govern in Germany, a new development that was anticipated with excitement after the previous attempt to create a coalition of three parties in exploratory negotiations. This hype is true.

For some time, the legalization of cannabis was on the Green Party agenda. The Greens were founded as a pacifist and alternative party and thus legalization was woven into the party’s DNA. The Liberals recognize the potential of a new market and trust in the individual’s personal responsibility in deciding for or against cannabis. They also can trust the functioning of a newly formed free market.

Even though capitalism is often criticized, cannabis illustrates some of its strengths. Because companies are looking to stand out from the rest in quality, they can benefit from the forces of free markets (with state-mandated conditions for everyone) that set in motion continuous improvement. The industry is driven by passion and innovation. Customers and their requirements must be considered and cannabis in the new market must be viewed holistically. Vertical integration cannot be abused as it is a cultural asset and cannabis must not become a profit-driven instrument, which some German lobbyists have tried to do. It is paradoxical that some of these lobbyists are from the CDU.

Boris Jordan’s investment in a company is the best example of how it can be done right. Europe’s leading medical cannabis company—The Bloomwell Group. Based in Frankfurt a. M. The Bloomwell Group shows that cannabis can be used in a dual role as a medical plant and cultural asset in a business context. It houses three companies. Algea Care is the largest telemedicine provider in Germany and stands for access to cannabis therapy. Ilios Santé, the importer and trading arm, and the slumbering giant Breezy. In the next few months, the former will work together to enable medical marijuana prescriptions to be cashed and establish itself as the most prominent lifestyle brand on the German cannabis market. Breezy will fulfill the cannabis market’s appetite after legalization.

Germany’s sophisticated industry is already positioning itself as a global leader in medical use with cannabis in some areas, showing a clear case. Both the technical expertise and entrepreneurial spirit are available. It is clear that there is an enormous social need for cannabis culture. There’s also a lot of political support for legalization. Breezy works in a beautiful biotope that allows a successful cannabis brand to successfully blend culture with technology.  I am the columnist for the national startup magazine. The Business Punk, I wrote about “the respectful treatment of culture.” Cannabis is the unifying factor of several cultures that need to be embedded industrially and legislatively in a sensible way. We must embrace the diverse influences and cultures around us. In my experience as a fashion designer, it has been important for me to find synergies. My streetwear collaboration was first anchored in niches and subcultures. I then launched it with VfL Bochum 1848 soccer club, which is a Bundesliga team of the first division. Bloomwell knows not only how to leverage synergies; but how to also create them.

In my role as VP of Marketing, I was able to win 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’s up to the cannabis enthusiasts from the beginning to pave the market with an emotionalized approach and help shape our common culture.

Maybe we’re gonna be talking about the German Blue strains soon? Who knows…