As adult-use cannabis markets flourish across the United States, a shift in focus has emerged, leaving medical marijuana – a cornerstone of early cannabis reform – seemingly forgotten in policy discussions. Despite its significance, the emphasis on adult-use legalization has eclipsed the medical marijuana narrative, igniting worries within the industry.
Brandon Harshbarger, president of Cheech and Chong Global Holdings, shed light on this evolving landscape during an interview prior to his appearance at the Benzinga Cannabis Capital Conference. Harshbarger underscored the crucial role of medical marijuana in the initial stages of cannabis reform. “One of the things I hold most dear to my heart, and it is part of the ethos of this company, is that cannabis is medicine,” he stated. However, as recreational cannabis markets expanded, the spotlight on medical use dimmed.
Harshbarger attributed this shift, in part, to regulatory hurdles posed by the FDA regarding health claims surrounding cannabis. But more importantly, he pointed to a surge in market demand for casual cannabis consumption, driving the industry’s current trajectory. “Unfortunately, when recreational programs started to take off, part of that strategy meant a reduction in emphasis on the medicinal qualities of cannabis,” Harshbarger noted. The increased accessibility ushered in by recreational markets, he explained, has made it easier for consumers to perceive cannabis in a more casual light, fueling the industry’s growth.
While the industry has tilted towards adult use, Harshbarger remains steadfast in his commitment to expanding access for all consumers, whether medical or recreational. “Our mission in cannabis is simple: access for everyone, in every market,” he declared. He acknowledged that the evolution of the cannabis industry has broadened the availability of cannabis products. Yet, he expressed concern that this shift has led to a loss of focus on the medical benefits that initially fueled legalization efforts. “In some markets, that is medicinal, but in others, hemp-derived products have shown that when access to cannabis occurs at scale, the benefits are even greater than we could have ever imagined,” Harshbarger added, highlighting the potential of cannabis across all markets and forms.
As cannabis policy continues to evolve, Harshbarger remains optimistic that medical marijuana will regain its prominence in policy discussions. He believes that while adult-use markets are vital for industry growth, the medical cannabis community should not be overlooked. For Harshbarger, the future of cannabis lies in balancing both markets, ensuring that all consumers, whether casual or medical, have access to the products they need.
