Over the last year, Mary Jane rose to become the largest cannabis industry expo in the world – but this success didn’t happen overnight.
The long-running trade fair has been in existence just one year short of a decade. Like many in this region of the world, it technically began life as a ‘hemp fair’, which allowed it an opportunity to grow with fewer challenges.
Is it a fair, an expo, or a festival? I would classify it as ‘all of the above’. Moreover, it’s a movement. But starting an event in a conservative country like Germany was not easy.
Cannabis History in Germany
Technically, Dronabinol, the pharmaceutical iteration of delta 9 THC, was rescheduled in 1994 from annex I to annex II (Germany’s drug scheduling nomenclature). This was done primarily in the name of research. The drug was then dropped from annex II to annex III in 1998. It has been available by script ever since. During this time, Delta 9 THC was still sitting as an annex I drug.
The first year Mary Jane came into existence was 2016. This was a pivotal time to establish such an event, as it was the same year that the Cabinet of Germany finally fully approved legislation allowing the use of cannabis for seriously ill patients. The contingency being that a doctor had to determine the patient had “have no therapeutic alternative”.
From there, the German Health Minister presented legislation to the cabinet that took effect almost a year later in May of 2017. This created the framework for legal importation of the natural THC medicine from countries like Canada. The contingency was that all imported product needed to meet strict EU GMP standards.
A major bonus: the medicine was paid for by health insurance. You read that right, Germany, like other medical-first markets, treats this plant like a true medicinal remedy.
April 1st 2024, was the true watershed moment for Germany, and in my opinion, the EU. On this day, it became legal for all adults in Germany ages 18 and over to possess up to 25 grams of flower on their persons in public. They are also allowed up to 50 grams of dried flower at any given time within their residence, as well as up to three flowering plants.
This movement kicked off the cannabis social club (aka CSC’s) model. Considered a varied iteration of the social clubs in Spain, these non-profit ‘clubs’ are heavily regulated. They cannot advertise, and have an enrollment fee (typically around €35 euro), a monthly membership fee around €5-10 euro, and charge anywhere from €5-8 euro per gram for members. This launch model has received some criticism, as there are no legal options for tourists and visitors, as the clubs require legal residency. This means no dispensaries or coffeeshops, like those found in the States or Holland.
Why the history lesson? Because the evolution to full legalization in Germany was the true catalyst that sent Mary Jane to the top of the must-attend industry expo on the global stage. The founders of Mary Jane made a big investment on this happening before it did, though.
Leveling Up for Legalization
Speaking to one of the founders in late 2023, they shared how they were moving the expo from the modest venue along the river in Berlin’s city center to the largest venue around, Messe. This was a big risk, as technically the decision to move came before we were all sure legalization would occur in 2024. We now know this massive gamble paid off in dividends.
Messe is a massive venue, offering exhibition halls and open-garden property. It sits about 10km to the West of Central Berlin. Dating back to 1936, this massive complex sits on 47 acres of land and has a total of 27 exhibition halls. Mary Jane consumed the 4 largest halls at the front of the property, with activations throughout the Sommergarten just behind the buildings, complete with a massive Ferris wheel and main stage for live concerts in the evenings.
A friend at Mary Jane confirmed they had 65k visitors over the four-day expo, with a total of 74k visits, factoring in those that purchased the three-day or four-day passes. Having worked the international circuit for a decade now, I can confirm that I’ve never walked, or worked, a cannabis industry expo with so many visitors. That number is just insane. Even shows like MJBiz and Spannabis never saw numbers this high. It was truly a first-ever for our community.
Industry and Community Cohesion
Back here in the States, many events are either centric to the suits or the roots. Having grown up in NorCal, everyone knows which side I most commonly favor.
Somehow, Mary Jane found a phenomenal balance between both camps. I think due credit goes to the level of organization, attention to detail, and professionalism found in Northern Europe vs. somewhere like Spain.
Everything was so organized, yet the eclectic blend of all kinds of culture and style were seen and felt across the venue. Music, food, and fashion blend together like a Benetton commercial from the eighties. It was cool vibes all-around, and an upbeat and energetic community gathering. Seeing such synergy truly brings a smile to my face and warms my heart.
Something New for 2025–An Official B2B Day, and No Alcohol!
Most people who work expos are not fans of four-day events. There’s only one domestic expo I know that goes for four days, and everyone complains about it. All the top international shows are three days at most. Cannafest, Spannabis, Expo Cannabis-Brazil… all come in at three days. So, when the veterans on the circuit heard the MJ team was adding a day to the front of the fair for B2B, many were skeptical. I can confirm that any skepticism quickly dissolved minutes after the doors opened at 11 am on Thursday morning.
The number of professionals that attended day one was extremely impressive. I would estimate between 5000-6000 total on the B2B day. We spoke to individuals from pharmacies, cannabis social clubs, licensed producers, and a slew of wholesalers and resellers from across the region. Personally, I conversed with folks from as far as LATAM, Africa, and Asia. Proving that this expo has quickly solidified itself as the must-attend international expo for any global brand.
Hosting any kind of event in Germany without beer is like offering sausage without a bun and mustard; it just doesn’t happen in Deutschland. When Mary Jane announced alcohol would not be allowed at the expo this year, they had a bit of pushback from the locals.
But the cannabis community as a whole saw this as a historical moment. What a novel concept, right? Allowing alcohol at a cannabis event never really did make sense to many purists in the space. The event–in fact–did occur without alcohol, and it was still extremely successful on all fronts.
Mary Jane: Undisputed King
Will we be back in 2026? Most definitely. Boasting a population of 83 million residents and being the 4th largest GDP in the world, Germany is the leader of the EU. Their legalization has set a domino effect in the region.
The Netherlands, Switzerland… even Czechia is now moving forward, thanks to the recent shift to adult-use legalization in Deutschland. And while additional EU member states coming around will propel other regional events, I have zero doubts that Mary Jane will hold the crown as THE European expo of expos for some time to come. Because at the end of the day, it’s not just a fair, expo, or festival; it is, in fact, a movement.
