Entering European Cannabis Markets: A Go-To-Market Framework

The European cannabis market is moving, but is it ready for you? In this episode of Cannabis Marketing Live, host Jake Litke (CEO of MediaJel) sits down with Jill Agnello, founder of JA Global Consulting, to break down what's actually happening across European and global cannabis markets right now.

Jill has spent the last four years embedded in the international cannabis trade show circuit, from ICBC Berlin to Spannabis in Bilbao, and launched her own consultancy after leading international strategy at True Terpenes. She brings a grounded, boots-on-the-ground perspective on where the real opportunities are, and more importantly, where U.S. companies keep going wrong.

In this episode:

Germany's "full rec" reality and why it's nothing like California or New York
Why there's no consumer brand market in Europe yet (and when that might change)
The novel foods framework blocking CBD edibles and beverages across the EU
Which markets are most viable right now for non-plant-touching businesses
What South Africa, Thailand, Australia, Japan, and Latin America look like
The three biggest mistakes companies make when entering international markets
Why "intelligence before infrastructure" is the only smart entry strategy
How U.S. political tensions are (and aren't) affecting business conversations abroad

If you're a cannabis, hemp, or CBD company weighing international expansion, this is the reality check you need before you book a flight.

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Speakers

Jill Agnello

Global Cannabis Go-To-Market & Market Entry Consultant

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Entering European Cannabis Markets: A Go-To-Market Framework

05/07 | 11am PST | 2pm EST

Europe is opening up new opportunities for cannabis operators, but it’s not a single market with a single path to entry.

Each country is developing at its own pace, with different regulatory structures, timelines, and requirements. Germany, the Netherlands, the UK, and other emerging markets all present opportunity — but each requires a distinct approach.

For operators exploring expansion, the challenge isn’t ambition. It’s clarity.

How do you evaluate which markets are viable today?
What needs to be in place before committing capital or partnerships?
And how do you move forward without overextending too early?

This session is designed to answer those questions with a more structured approach to European market entry.

The European cannabis market is evolving through medical-first frameworks, with adult-use progress varying by country and political cycle.

Germany’s partial legalization, the Netherlands’ pilot programs, and the UK’s expanding medical market each represent different entry dynamics. As International Cannabis Business Conference Europe 2026 approaches, interest in these markets is accelerating, but so is the need for grounded, market-specific understanding.

This session is led by Jill Agnillo, who works directly with operators navigating European market entry, bringing a practical, on-the-ground perspective to each phase of expansion.

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What You’ll Walk Away With

A country-by-country snapshot of Germany, Netherlands, UK, Switzerland, and Malta — where opportunity exists now vs. where to monitor
How medical-first frameworks, licensing, and partnership requirements shape entry strategy
Common early-stage investment missteps and how to avoid them
Jill’s four-phase market entry model: Intelligence → Regulatory Alignment → Partner Development → Revenue Entry
How to prepare for conversations at ICBC Europe with clearer priorities and due diligence criteria
A realistic 12–18 month roadmap for entering European cannabis markets

Why This, Why Now

ICBC Europe 2026 is accelerating interest in international expansion among cannabis operators.

The gap between high-level market interest and on-the-ground execution remains significant. Navigating that gap requires more than market size estimates — it requires a clear understanding of regulatory pathways, timelines, and operational requirements.

Drawing from Jill’s direct experience supporting operators entering European markets, this session provides a clear framework for making informed expansion decisions.

Having worked closely with teams already exploring these markets, Jill brings visibility into where operators are gaining traction and where they’re encountering friction.

About the Speaker

Jill Agnello, Global Cannabis Go-To-Market & Market Entry Consultant

Jill has spent the past four years working across international cannabis markets, advising companies on market research, entry strategy, partnership development, and early-stage execution. Her experience spans multiple regions, with deep hands-on work in Europe, one of the most structured and instructive global cannabis markets today.

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Speakers

Jill Agnello

Global Cannabis Go-To-Market & Market Entry Consultant