The dust has settled on this year’s Cannabis Expo, and next year it will be same time, same place for the showcase event of African cannabis. Save the date: 28 – 30 May 2027.
This year saw record attendances of around 30 000 people over the three days at the Sandton Convention Centre, and from all reports, business was good all round. Cannabiz Africa publisher Brett Hilton-Barber caught up with The Cannabis Expo CEO Silas Howarth post the event with this Q&A:
BHB: Congratulations on what appears to have been the biggest and most successful Cannabis Expo to date. Is that a sign of the times or is it a refinement of how you approached organizing this year’s event?
SH: I think it’s a combination of both. We’ve spent years refining the event, listening to exhibitors, visitors and industry stakeholders, and continuously improving the experience. At the same time, the market itself has matured significantly. Cannabis is no longer a fringe conversation. More South Africans are engaging with cannabis as consumers, patients, entrepreneurs and investors.
The growth of The Cannabis Expo reflects both the increasing sophistication of the industry and the growing public interest in cannabis-related products, services and experiences.
BHB: There was a record attendance at this year’s Expo and cannabis consumers were out in force. As the cannabis retail ‘Grey Zone’ growth has largely been driven by consumers, what do you think consumers are telling the market right now?
SH: Consumers are sending a very clear message: they want access, choice, quality and education. The demand is undeniable. South Africans are increasingly comfortable exploring cannabis products and are actively seeking trusted brands and knowledgeable suppliers. Consumers have effectively driven the market forward despite regulatory uncertainty. The industry would do well to continue listening to them because ultimately they are shaping the future of cannabis retail in South Africa.
BHB: With Expo partner BudBox being the prime example, it feels like the private club movement has matured considerably and is poised to be the face of cannabis retail, once the law allows this. Would you say the Cannabis Expo this year is a sign of what a legal cannabis retail market will look like?
SH: To some extent, yes. The Cannabis Expo provides a glimpse into what a regulated cannabis marketplace could look like. You see consumers interacting directly with brands, seeking information, comparing products and making informed choices. The private club model has demonstrated that there is strong consumer demand and that operators are capable of building professional, compliant businesses. Whatever the eventual regulatory framework looks like, I think The Cannabis Expo showcases the innovation, diversity and entrepreneurial spirit that will define the legal market.
BHB: This year’s Expo felt a lot more about selling than about brand exposure. I’m guessing that north of R50 million was exchanged over the course of the weekend. Do you think I’m far out?
SH: The commercial activity was certainly significant and exhibitors reported strong trading throughout the weekend. We don’t track individual sales figures, so it would be difficult to verify a number like that. What I can say is that many exhibitors viewed The Cannabis Expo as both a sales opportunity and a lead-generation platform. More importantly, it demonstrates that there is real economic activity taking place within the cannabis ecosystem and that consumers are willing to spend when they see quality products and value.
BHB: With lifestyle brand Ignite sponsoring the Vape Expo and the integration of alcohol exhibitors into the mix, it felt to me that the Expo has become a celebration of lifestyle choices based on cannabis rather than a celebration of the plant itself. What’s your take?
SH: Cannabis has evolved into a much broader lifestyle category globally, and South Africa is following that trend. While the plant remains at the heart of everything we do, consumers increasingly engage with cannabis through wellness, recreation, culture, food, beverages, technology and lifestyle experiences. The Cannabis Expo aims to reflect the diversity of the modern cannabis consumer. It’s still fundamentally about cannabis, but it’s also about the wider ecosystem and culture that has developed around it.
BHB: For you personally, what were the highlights of the Expo?
SH: It is always seeing the industry come together under one roof. What Fun! From first-time visitors discovering the space to established operators doing business, there is an incredible energy that develops over the weekend. The record attendance was obviously very rewarding, but what stood out most was the optimism. Despite the challenges facing the industry, there is still tremendous passion, innovation and resilience among South African cannabis entrepreneurs.
BHB: Last year we had the nearby, off-site incident at the Sandton Hotel of Dr Green’s Ricardo Capone allegedly being dragged away by mysterious creditors on the eve of the Expo before he could appear on the main stage. Any drama this year?
SH: Fortunately, nothing quite as colourful as that. From an organiser’s perspective, that’s probably a good thing. Our focus is always on delivering a safe, professional and successful event for exhibitors and visitors alike. This year the story was less about drama and more about growth, business and the continued evolution of the industry.
BHB: Over the years the Expo has been a barometer of what’s happening in the broader South African cannabis landscape. What’s this year’s reading?
SH: The reading this year is that the industry remains resilient and consumer demand continues to grow. At the same time, there is increasing frustration around regulatory uncertainty. Businesses want clarity and consumers want certainty. The talent, investment and entrepreneurial energy are all there. What the industry needs now is a regulatory environment that supports responsible growth and unlocks the sector’s full economic potential.
BHB: As host of Africa’s biggest cannabis event, you’re qualified to give some advice. What would be your message to cannabis stakeholders in the wake of the Expo?
SH: My message would be to stay focused on professionalism, compliance, quality and collaboration. The long-term winners will be the businesses that build trust with consumers and operate sustainably. We also need greater collaboration across the industry. The opportunities are enormous, but unlocking them will require stakeholders to work together to advocate for sensible regulation and build a credible, world-class cannabis sector.
BHB: Care to share how do you personally decompress after hosting such a high-energy event?
SH: The first thing is usually sleep. The team spends months planning and then delivers three intense days on the ground, so there’s always a sense of relief once it’s over. After that, I like to spend some time with family and reflect on what we’ve achieved. Then, before you know it, you’re already thinking about how to make next year’s event even better.
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