Michael Sassano of Somai Pharmaceuticals Talks Cannabis and Global Expansion
In an industry where change happens in the blink of an eye, Michael Sassano, CEO of Somai Pharmaceuticals, stands as a beacon of foresight and innovation. Over the past decade, as the cannabis industry has grown from a niche market to a global phenomenon, Sassano’s company has expanded into 12 countries and is on track to enter 20. This kind of international reach is rare in the cannabis space, but Sassano and Somai have mastered the art of navigating complex regulatory landscapes, innovating with products, and making waves in countries where cannabis is still in its infancy. From Lisbon to Bangkok, from Berlin to Sydney, Sassano has a bird’s-eye view of the rapidly evolving global cannabis market—and he’s playing a major role in shaping its future.
The Vision Behind Somai Pharmaceuticals
Somai Pharmaceuticals was built on one fundamental belief: cannabis is not just a commodity, it’s a transformative global medical product. "We’re one of the few groups that have built a true global footprint," Sassano explains. "We’re competing with both big players and local brands on the ground. We’ve cracked the code on how to build cannabis operations that transcend borders."\
This global vision is the backbone of Somai’s success. The company is responsible for growing and distributing products for some of the most recognizable cannabis brands, including Cookies, across multiple continents. Somai is known for bringing sought-after products like Cookies to countries such as Germany, the UK, and Australia, while also diversifying its portfolio with vapes, extracts, and other product formats under the APRO brand. "It’s multifaceted," says Sassano, outlining how Somai balances market demand with regulatory challenges in diverse regions. “Our job is to create products that meet the specific needs of each market. It's all about adapting."
Germany vs. the U.S.: The Battle for Cannabis Market Supremacy
Germany’s medical cannabis market is often discussed as the next big thing, with some predicting it could soon surpass the U.S. in size. But Sassano is more cautious. “Germany will hit a billion this year, but are they going to dethrone the U.S. as the heavyweight champion? I seriously doubt it,” he says. While Germany’s population of 86 million presents huge potential, Sassano points out that the country’s medical market is still relatively new and limited to flower and oral drops. By comparison, the U.S. cannabis market—valued at $34 billion—has a far more sophisticated and diverse product landscape, including tinctures, vapes, and concentrates.
Sassano is clear-eyed about the potential of European markets, but he believes the U.S. will continue to dominate for the foreseeable future, thanks to its scale and consumer sophistication.
Australia: The Most Advanced Cannabis Market
If there’s one market that Sassano is particularly excited about, it’s Australia. "Australia is by far the most advanced in terms of product diversity and accessibility," Sassano says, highlighting the fact that the country boasts over 1,400 cannabis products, from gummies to vapes. Compared to Germany, which still relies heavily on flower, Australia has embraced a much broader range of products, positioning itself as a leader in global cannabis innovation.
This product diversity, Sassano argues, is what sets Australia apart. As the market matures, Somai Pharmaceuticals is focusing heavily on expanding its offerings in Australia and ensuring that it can keep pace with the growing demand for cannabis in all its forms.
Navigating Regulatory Hurdles
In the world of cannabis, regulatory uncertainty is the constant backdrop. Countries have different rules, different regulations, and different cultural perceptions of cannabis. While some markets are more progressive, others remain incredibly cautious.
Sassano points to Portugal as an example of a market with lenient laws that has allowed Somai to grow and distribute products without the bureaucratic red tape that plagues more restrictive countries. “We have a production facility in Lisbon that grows Cookies exclusively,” says Sassano. The Portuguese facility enables Somai to serve not only local markets but also to ship cannabis products across the European Union.
However, even in countries with more lenient laws, the logistics of exporting narcotics across international borders can be a nightmare. "It’s a game of patience,” says Sassano. “Navigating international cannabis laws takes time, especially when it comes to product registration and ensuring everything is compliant.”
The Future of Cannabis Products: Extracts Take Center Stage
As the cannabis market matures, Sassano believes extracts will emerge as the next big frontier. “Extracts like tinctures and resins are becoming more common in the medical space,” he says. “Doctors love tinctures because they’re easy to dose. But rosin—especially solventless extracts—is coming on strong.”
Sassano’s company has long focused on creating a diverse portfolio of high-quality cannabis extracts. By staying ahead of these product trends, Somai is positioning itself to lead in an increasingly competitive market.
A Forward-Looking Future
Looking ahead, Sassano is optimistic about the future of cannabis. With expansion into new markets like Spain, Brazil, and France, he believes Somai Pharmaceuticals is well-positioned to continue its growth. For Sassano, the focus isn’t just on geographical expansion—it’s about reshaping the way cannabis is seen around the world. "It’s not just about where we grow cannabis; it’s about how we bring it to people,” he says with quiet conviction.
As Somai continues to grow, its emphasis on education, product development, and navigating international regulations will be essential. Sassano understands that the future of cannabis isn’t just about growth; it’s about transforming the cannabis space into one that is recognized and respected globally as a legitimate and therapeutic industry.
The Global Cannabis Game
As a leader in the cannabis industry, Michael Sassano is shaping the future of cannabis across the globe. Whether he’s talking about expanding into new markets, pioneering innovative products, or overcoming regulatory hurdles, it’s clear that Somai Pharmaceuticals is in the driver’s seat of global cannabis expansion.
For Sassano, the journey is far from over. With his forward-thinking leadership, Somai is poised to redefine what it means to be a global cannabis company. If the cannabis industry has taught us anything, it’s that change is constant—and Michael Sassano is ready for it.
