The Green Invasion of Europe: American Cannabis Corporations Are Already on Their Way to Take Over

The 20th century was defined by American brands that crossed borders, from McDonald's to Coca-Cola. In the 21st century, it is artificial intelligence companies that are preparing to swallow the global economy, but behind the scenes, a different kind of global race is taking place regarding a completely different product: marijuana. This is according to an opinion piece recently published by Dr. Kojo Koram, author of the book 'The Next Fix', which outlines the worrying picture of the North American cannabis industry setting its sights on the Old Continent.

In the US, the path of cannabis to the mainstream was not smooth. After decades of persecution, the pendulum swung in the other direction and investors poured billions into the industry. However, complex regulation and heavy taxation led to a cycle of boom and bust. The market finally recovered following an executive order by Donald Trump, which promised reclassification of the drug and tax relief. Having returned to the path of profitability, North American cannabis companies began exporting their wares overseas, and Europe, the first stop on the journey, is simply not prepared for it.

The expansion process is already underway. The Canadian company Organigram recently acquired the German medical cannabis company Sanity Group for approximately 285 million dollars. Other giants like Tilray and the American Curaleaf were quick to follow suit, acquiring key medical cannabis suppliers in the UK and Germany. At the same time, Canadian cannabis exports to the UK jumped by more than 560 percent in just one year, and the European medical cannabis market is rapidly approaching a value of 1.7 billion dollars.

But with this influx come challenges. The American model, as Koram emphasizes, tends to prioritize the bottom line over public health, adopting aggressive marketing methods reminiscent of the tobacco and alcohol industries. Warning signs are already visible in Europe: in the UK, Curaleaf faced sharp criticism after providing medical cannabis to a patient with a history of mental health issues who took his own life. In Germany, loose prescription policies led to a 400 percent jump in imports in the first half of 2025, which forced the government to restrict online sales.

European countries still have time to change course and shape an alternative market for legal cannabis. Alternatives such as social cannabis clubs, similar to those operating in Barcelona, or issuing licenses only to small local producers, could prevent a hostile takeover by giant corporations. Legalization does not have to lead to mass commercialization. The danger now, in the era of Instagram recommendations and online deliveries, lies not in the 'demonization' of the plant, but rather in the over-marketing of its benefits while turning a blind eye to its dangers.