A headline moment for Cantourage
Being a headline sponsor at an event of this scale is about more than visibility. Cannabis Europa brings together the people building the legal cannabis market, from supply and manufacturing to clinical practice and regulation, and it is exactly where a company like ours should show up with conviction.
Our team met cultivators, clinicians and commercial partners across both days, showcased our latest products, and reconnected with the wider community working to expand safe, legal access to medical cannabis. The part we are proudest of, though, is the role our leadership played on stage.
Four Cantourage leaders on the Cannabis Europa main stage
The Cannabis Europa main stage is where the industry's hardest questions get debated in the open. This year, four members of the Cantourage leadership team took part.
Gabriel Newman on the move beyond flower
Co-Founder and CEO of Cantourage UK, Gabriel Newman joined the panel "Beyond Flower: Is Europe's medical cannabis market turning pharmaceutical?"
"We see 'beyond flower' as an evolution, not a replacement. Cantourage was founded on a mission to fill the void of consistently available, high-quality flower across Europe. Five years on, we can confidently say we achieved that goal. But as the market matures, we are doubling down on introducing formats and solutions that give prescribers and patients greater control, predictability and, more importantly, visibility of outcomes. That balance of standardisation and data is what will solidify medicinal cannabis as part of the European healthcare system."
Joshua Cuby on winning in the UK medical cannabis market
Co-Founder and Chief Sales Officer of Cantourage UK, Joshua Cuby spoke on "Isles of Opportunity: Where innovators can still win in the UK cannabis market."
"The sharpest near-term opportunity isn't size, it's precision. You need to be the ones doing the simple things exceptionally well: defined patient groups, tight clinical pathways and robust supply partnerships. Get those right and steady growth follows, even in a constrained market. Cannabis patients are sharp. They know who is genuine, and the operators they rally behind earn that trust by understanding their journey and staying true to the cause."
On what will shape the next year, he pointed to regulation and clinical capacity:
"Two things will define this market: regulation that is actually applicable to the requirements of patients and service providers, such as electronic prescriptions and cleaner import pathways, and more experienced prescribers, which starts by training and educating them from med school. That combination will reward operators who can deliver true pharmaceutical-grade medicines, robust data and real partnership, which is exactly the space Cantourage is here to define."
Niall Ivers on scaling Europe responsibly
Co-Founder and Executive Director of Cantourage UK, Niall Ivers took part in "Can Europe build a better cannabis industry than North America?" His message was simple and direct:
"North America showed the world how fast cannabis can grow. Europe must show how responsibly it can scale."
It is a deceptively big idea. North America proved the demand for cannabis is real and that the category can grow at remarkable speed. But that speed came at a cost: oversupply, collapsing prices, inconsistent product quality and a patchwork of rules that left patients and serious operators exposed. Europe does not have to repeat those mistakes. It has the chance to learn from them.
For Niall, building a better industry means putting the patient first and treating cannabis as healthcare rather than a commodity. In practice that looks like medicines made to consistent, pharmaceutical-grade standards, supply chains that are transparent and reliable, and regulation that supports clinicians instead of getting in their way. Scale that is built on clinical evidence and trust, rather than hype, is more durable. It is also the foundation institutional investors and healthcare systems need before they fully commit.
This is the model Cantourage has backed from the start, and it is why Europe's slower, more deliberate path is a strength, not a weakness. Done well, responsible scaling is how medical cannabis earns a permanent place in European healthcare.
Philip Schetter on capital and consolidation
Cantourage Group CEO Philip Schetter joined a panel on mergers, acquisitions and the capital that will fuel the industry's next phase of growth.
"Valuations still assume 'what might happen' instead of 'what is bankable today'. To unlock serious institutional capital, we need fewer stories about future adult-use and more proof of profitable, compliant medical businesses with real assets, contracts and data. When cannabis looks like a normal healthcare or specialty-pharma investment, the big money will come back."
What this means for the UK medical cannabis market in 2026
Taken together, the four panels point to a clear direction of travel for the UK medical cannabis market and the wider European cannabis industry.
- Standardisation and data are the differentiators. The market is maturing beyond flower towards consistent, pharmaceutical-grade products that give prescribers and patients visibility of outcomes.
- Precision beats scale. Defined patient groups, tight clinical pathways and reliable supply partnerships are how operators grow trust and revenue in a constrained market.
- Regulation and clinical capacity are the unlocks. Electronic prescriptions, cleaner import pathways and better-trained prescribers will widen patient access and reward credible operators.
- Capital follows proof, not promises. Real assets, contracts and compliant, profitable businesses are what bring serious institutional investment back to the table.
Why we keep showing up
Events like Cannabis Europa 2026 are where the industry holds itself accountable and sets its direction. For Cantourage, sponsoring and speaking is not a marketing exercise, it is part of our mission to widen safe, legal access to medical cannabis and to help build a European industry patients can rely on. Putting our leaders on stage, sharing what we have learned and listening to the rest of the field is how that gets done.
A huge thank you to the Cannabis Europa team, the cultivators who joined us on our stand, and everyone who stopped by to talk. We left more convinced than ever about the road ahead.
Cannabis Europa 2026 FAQs
When was Cannabis Europa 2026? Cannabis Europa 2026 took place on 26 and 27 May 2026 at The Barbican in London.
Who spoke for Cantourage at Cannabis Europa 2026? Gabriel Newman, Joshua Cuby and Niall Ivers of Cantourage UK, along with Cantourage Group CEO Philip Schetter, each appeared on a main-stage panel.
What is Cannabis Europa? Cannabis Europa is one of Europe's leading medical cannabis conferences, bringing together investors, operators, clinicians and policymakers to shape the future of the industry.
Let's keep the conversation going
Want to work with us or talk about the future of the UK medical cannabis market? Get in touch with the Cantourage team and we would love to hear from you.
Event details via Cannabis Europa.
