Organigram announced its first significant strategic investment aimed at expanding its presence in the European cannabis market. The Canadian producer has invested €14 million in German distributor Sanity Group. "A meaningful presence in Germany and Europe are essential to achieving our ambitions to be a global cannabis leader," says Paolo De Luca, Chief Strategy Officer of Organigram. "We believe that after Canada, Germany will emerge as one of the more promising markets under a nationally legal model. With its evolving program for medical cannabis and recent limited legalization for recreational consumption, Germany may eventually adopt a full adult-use cannabis framework. This growth opportunity is magnified by positive regulatory developments in several neighbouring European jurisdictions where Sanity Group is expanding its presence," he says.
Beena Goldenberg, CEO of Organigram says that the investment in Sanity Group establishes a significant European footprint for the company. "Organigram benefits from Sanity's expertise and insights in the German (and in the future) other European cannabis markets. This has the potential to provide a pathway for us to launch our own brands and industry-leading IP through Sanity's extensive distribution network. This relationship also bolsters our European revenue generation through a significantly expanded commercial agreement," she says.
The investment
Using proceeds from its Jupiter strategic investment pool, Organigram has agreed to invest €14 million (~ C$21 million) initially comprised of €11.5 million via an unsecured convertible note and €2.5 million to purchase equity interests from existing Sanity Group founders and shareholders providing the company with a minority stake in Berlin-based cannabis company Sanity Group GmbH. In addition, the Company may advance another €3 million (~ C$4.5 million) as a second tranche of the unsecured convertible note for future opportunities to be pursued by Sanity subject to the satisfaction of certain conditions.
Sanity has a distribution network in Germany with over 2,000 pharmacies working with approximately 5,000 physicians in Germany. Sanity currently holds approximately a 10% share of the German medical cannabis market where its medical brand, avaay, is estimated to hold the number two position and has shown revenue growth since the recent legal reforms regarding partial legalization of adult-use recreational cannabis in Germany. Additionally, Sanity is currently participating in a Swiss recreational cannabis pilot program in the Basel canton, with one store operational and a plan to expand its retail footprint in Switzerland. In the coming months, Sanity is expected to invest in proprietary distribution channels providing it with what it believes will be a competitive advantage that capitalizes on new medical consumers entering the market.
Organigram's investment also expands the supply agreement between Organigram and Sanity Group. Until such time as Organigram receives EU-GMP certification at its Moncton production facility, Sanity Group has committed to purchase significantly higher annual volumes of dried flower under the new agreement as compared to the previous one. Once Organigram receives EU-GMP certification in Moncton, Sanity Group will shift its annual purchase commitment from Organigram to a percentage of its overall assortment of flower offerings for the European market. Organigram expects to complete its final EU-GMP audit before the end of the calendar year. Additionally, the new commercial agreement contemplates, subject to terms and conditions, avenues by which Organigram can launch its industry-leading brands, products, and IP in the German market.
"We are extremely pleased to close this strategic financing with Organigram who has consistently demonstrated itself to be a leader in the highly competitive and regulated Canadian cannabis market," said Finn Hansel, co-founder and CEO of Sanity Group. "With its commitment to responsible R&D, innovation and product development, including through its relationship with BAT (British American Tobacco), we feel that we have chosen a partner that will support us in becoming a leader in the rapidly expanding legal European markets," he concluded.
The German and European cannabis market
The German cannabis industry is poised for significant expansion following the recreational cannabis legal reforms enacted on April 1, 2024. According to BDSA estimates, Germany is expected to bring in ~USD$1.5 billion in total sales in 2024, set to grow to ~USD$3.7 billion by 2027. This remarkable growth is driven by a 30-50% increase in medical cannabis prescriptions since April 1, 2024, a likely result of the regulatory framework changes that may have accelerated the shift by consumers from the illicit market to the legal market. Germany's cannabis industry progress is also anticipated to create a 'ripple effect', potentially shaping economic, regulatory, public health, and cultural landscapes across Europe. The success of Germany's cannabis industry could serve as a catalyst for a more unified and progressive approach to cannabis legalization and regulation across the continent.
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