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New Zealand’s medical cannabis industry is rapidly emerging as one of the fastest-growing in the world, and now, its leading companies have their sights firmly set on Europe.
Since the legalisation of medical cannabis in December 2019 and subsequent introduction of the Medicinal Cannabis Scheme in April 2020, the country has opened its doors to commercial cultivation, research, manufacturing, and export of cannabinoid-based medicines.
With market revenue projected to double in size to over US$1.3 billion by 2028, according to Prohibition Partners’ Global Cannabis Report: 5th Edition, New Zealand is positioning itself as a global hub for cannabis innovation and investment.
The latest figures from the Ministry of Health reveal that the number of unapproved medicinal cannabis products containing CBD, THC, or both as the primary active ingredient surged by 68.4% in 2024. The sharpest increases came from THC-dominant and combined THC-CBD products, which more than doubled year-on-year.
This boom comes as little surprise from a country with a well-deserved reputation as an agricultural heavyweight, producing enough food every year to feed around 40 million people, some eight times its own population. Its export-driven philosophy and deep agricultural expertise now form a core part of its thriving medical cannabis sector.
With Europe on their radar, a delegation of New Zealand companies is preparing to attend Cannabis Europa later this month. Business of Cannabis caught up with them ahead of the event to explore how they plan to connect with European counterparts, and where they see the most promising opportunities on the horizon.
Bluelab Holdings
Bluelab Holdings, located in Tauranga, is renowned for its advanced technology solutions for cannabis cultivation. The company specialises in manufacturing high-quality meters and controllers that help growers optimise the cultivation process.
Its products are designed to ensure precise measurement and control of pH, conductivity, and temperature, and its innovative tools are utilised widely throughout the global cultivation industry.
CEO, Jono Jones, believes that the strides made throughout the European cannabis market towards scale and professionalism in recent years makes this ‘the perfect moment for Bluelab to deepen its presence’ on the continent.
Citing Germany as a key target, she explained that Bluelab’s focus on sustainability values, which are ‘increasingly vital’ in Europe, will make its offering attractive to both regulators and consumers alike.
“Modern cannabis cultivation is incredibly complex and only getting more so. Producers need to scale without compromising on quality, sustainability, or compliance. That is where Bluelab comes in.”
Beyond its high tech products, Bluelab is also investing in local presence to better support European partners.
“In Europe, we are investing in regionally based sales and marketing support, starting with Germany, to ensure we are translating language, culture, and context. We are with growers on the ground, learning from them, evolving with them, and helping them unlock new value in a changing regulatory landscape.”
As for why it has chosen to expand now, Jones believes ‘the time is right for cannabis to be recognised more seriously in Europe, and we know leading cannabis producers take their growing technology just as seriously.’
“Despite being located on the other side of the world, we are ambitious. We see what cannabis can be in Europe: a sophisticated, sustainability-led industry that offers safer, more reliable access and producers the chance to be part of something transformative. Our technology supports that vision. Bluelab is ready to support that growth in technology, insights, and a shared commitment to quality.”
Rua Bioscience
Rua Bioscience, based in Gisborne, is a pioneering medicinal cannabis company with a strong focus on social impact. As one of the few Māori-born biotech businesses in New Zealand, Rua Bioscience integrates science and nature, land and people, commerce and community, modern innovation, and ancestral wisdom.
The company was the first to receive a medical cannabis cultivation license in New Zealand and has established a robust research and breeding program. Rua Bioscience is committed to creating economic opportunities for rural communities and reinvesting profits into environmental projects.
“Europe’s medical-cannabis market has been a focus of Rua Bioscience for many years,” Rua’s CEO Paul Naske told Business of Cannabis, suggesting that being based outside the European market may actually be a major bonus for prospective investors and partners.
“Our location and regulatory base let us de-risk European supply chains. New Zealand’s strict pharmaceutical standards mirror EU-GMP, so European distributors can plug Rua products into their portfolio without having to ‘re-paper’ compliance.”
The company’s Māori heritage also plays a central role in how it cultivates cannabis and in the value it brings to partners.
“Our Māori roots add a layer of value that cannot be replicated in-house. Tikanga Māori principles guide everything from seed selection to community profit-sharing.
“For European brands competing on trust, being able to show patients and regulators that their supply chain uplifts an Indigenous community delivers a story that cuts through a crowded marketplace and aligns with the EU’s growing focus on social-impact procurement.”
Thanks to these exacting standards, Rua’s immediate commercial goal is to meet surging pharmacy demand for high-potency flower in Europe, specifically in the German and Czech markets where ‘demand is outstripping supply’.
“Our proprietary cultivars, selected from the legacy cultivators in our community, consistently test above 23% THC while maintaining terpene profiles that patients and physicians value.”
Naske sees European cannabis entering a transformative phase, and Rua wants to help drive that shift.
“European cannabis is entering its ‘cross-over’ moment—where pharmaceutical rigour meets wellness-scale volumes. Rua Bioscience exists to make that transition easier, cleaner and more compelling for the brands and distributors who choose to grow with us. If this sounds interesting, I’d welcome a conversation during European Cannabis Week. Let’s explore how a partnership with Rua can turn supply certainty, regulatory clarity and authentic storytelling into your next competitive edge.”
PURO Limited
Puro Limited is New Zealand’s largest grower of medical cannabis and one of the world’s few accredited large-scale organic producers. With two cultivation sites in Marlborough, Puro focuses on producing high-CBD and high-THC cannabis varieties.
The company dedicates itself to sustainable and organic farming practices, ensuring that its products meet the highest standards of quality and purity. Puro has received significant government support, including a $13 million grant to fast-track the development of New Zealand’s organic medicinal cannabis industry.
Backed by the clean environment and ideal conditions of one of the world’s top wine-producing regions, Puro has developed its own unique cultivars to meet the strictest medical-grade standards.
“Puro’s advantage comes from our ethical, organic approach to sustainable, yet pharmaceutically compliant, farming, complemented by our ideal climate and topography,” its CEO Sank Macfarlane commented.
“As one of the few certified organic medical cannabis producers globally, Puro’s premium organic products feature rich therapeutic compounds, enhanced minor cannabinoids and complex aromatic compounds that differentiate them in Europe’s demanding market.”
Puro is targeting two major pain points for European partners: consistent quality and regulatory trust.
“Our sun-grown, organically certified cannabis delivers consistently high THC and CBD profiles with unique efficacious compounds that patients seek. UK and European patients will now have access to some of the world’s only certified organic medical cannabis. Our product offers exceptional purity without synthetic pesticides or chemicals, providing patients with premium therapeutic options that have been largely unavailable up until now.
“Europe is where the future of premium medicinal cannabis is being written, and Puro is perfectly placed to be part of that story.”
Ora Pharm
Ora Pharm is a New Zealand-based medicinal cannabis company committed to improving quality of life through premium, sustainably grown plant-based healthcare. Founded by Zoe Reece, whose personal health journey and experience with the global cannabis leader Curaleaf inspired a mission-driven approach, Ora Pharm operates from a state-of-the-art facility in Waikato.
Combining pharmaceutical standards with a deep focus on compassion, innovation, and sustainability, Ora Pharm cultivates and processes cannabis products that meet New Zealand Ministry of Health and European Pharmacopoeia quality standards. The company also supports the wider industry through new plant processing and export services, enabling over a third of the country’s licensed cultivators to scale efficiently.Ora’s CEO Zoe Reece believes that shared priorities between Europe and New Zealand, including environmental protection, innovation, and social responsibility, form a solid foundation for international partnership.
“Europe’s heavily regulated market, coupled with New Zealand’s commitment to similar regulatory compliance, further strengthens the case for exporting New Zealand-grown cannabis into the European market,” she said.
“New Zealand’s credible ‘clean, green’ reputation for quality, combined with its well-regarded regulatory focus, provides a competitive edge in the European market, and our sustainable agricultural processes are highly complementary.”
Alongside Reece’s personal mission and passion for sharing the benefits of cannabis with others, Ora Pharm also takes a hands-on approach with cultivators, providing tools and support to ensure product quality and secure supply.
“Our partnership-based approach allows us to tailor our offerings for each customer and the specific market we support.
“What excites me in our next chapter are the cannabis trials we will be conducting, providing the New Zealand industry with much-needed evidence of how cannabis can be another option for people where traditional medicines are not helping them.
“The legalised medicinal cannabis and CBD market in Europe is robust, and the growing demand for high-quality, sustainable cannabis products presents a significant opportunity to further build and expand the New Zealand medicinal cannabis industry.”
“}]] With Europe on their radar, a delegation of New Zealand companies is preparing to attend Cannabis Europa later this month. Business of Cannabis caught up with them ahead of the event to explore how they plan to connect with European counterparts, and where they see the most promising opportunities on the horizon. Read More
