As Canada’s cannabis exports gain momentum, with $218 million worth of medical cannabis exported in the 2023-2024 fiscal year, more Licensed Producers are setting their sights on international markets. But going global isn’t as simple as replicating your domestic strategy.
Success depends on having the right products, processes, and partners, but also the right positioning. Exporting is both a logistics game and a reputation play, and that’s exactly where strategic public relations (PR) comes in. PR turns technical wins into visible credibility and makes sure your brand shows up with clarity, consistency, and confidence.
Global growth is where the industry has headed, and with the right communications strategy in place, Canadian cannabis companies have a real shot at becoming long-term leaders on the international stage.
Canadian LPs Have an Edge
Canada’s federally regulated cannabis market is one of the most advanced in the world, and it’s a key advantage in global conversations. But if you’re not clearly communicating that advantage, you’re leaving value on the table.
Recent data from Health Canada shows that Canada nearly doubled its cannabis export volume in early 2024, over 67,000 kilograms of dried flower, compared to the same period the year prior, driven in large part by demand from countries like Germany.
Canadian LPs are already seen as first-movers, but leadership and trust need to be reinforced by a consistent presence in domestic and international media, your owned digital platforms (we’re talking website, social media, and newsletters), and global industry events and forums.
What International Markets Are Looking For
Expanding into global markets requires the full package: regulatory strength, product innovation, cultural awareness, and strategic communication. Compliance gets you in the door, but sustained success depends on how well you show up once you’re there.
Buyers, partners, and regulators around the world are looking for:
- Proven regulatory compliance
- Product innovation and differentiation
- Transparent and consistent communication
- A real understanding of local cultures and expectations
- Partners that project trust through media and digital platforms
Each of these elements plays a critical role. Together, they form a foundation for long-term growth and trusted relationships making sure your brand presence inspires confidence.
The Role of PR in International Growth
PR plays a practical, strategic role in helping cannabis companies expand into new markets. It’s not about hype, it’s about making sure the right people see your progress and understand what sets you apart. It builds the visibility you need to be discovered, the credibility you need to be trusted, and the consistency you need to stay top of mind.
Here’s what effective PR actually does:
Translates achievements into market credibility: Certifications, audits, and regulatory wins don’t speak for themselves. PR helps make their value clear to external audiences.
Puts your milestones on the radar: From new market entries to strategic partnerships, PR ensures important developments are seen by stakeholders who matter.
Supports sales and leadership with credibility assets: Media coverage, case studies, and thought leadership give your team the tools they need to build trust and lead conversations.
Targets the right media, globally and locally: Export success requires visibility in more than just your home market. PR helps you earn coverage where it counts.
Keeps messaging aligned with local norms: PR teams with market insight can help you avoid cultural missteps, navigate sensitive topics, and show up in a way that reflects local norms.
PR helps reinforce the work you’re already doing — making sure it lands with the right people, in the right way, at the right time.
Start Early, Stay Consistent
If your company is “export-ready” on paper but quiet online, absent from conversations, or unknown in key regions, now is the time to act. Build your international narrative. Understand the audiences you’re trying to reach abroad. Invest in communications that show the world you’re a partner worth working with. PR isn’t a one-and-done tactic. It’s a long-term strategy that supports every phase of your global expansion.
Ready to grow your global reputation? Let’s make sure the world knows your story. Contact us today.
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