The Cannabis Revolution in Europe: Yuval Soiref's Bold Vision
Yuval Soiref is a compelling figure in the cannabis industry, reshaping the European market like an international man of mystery. As co-founder of Phcann International and the mastermind behind Green Success, Soiref is driving a movement that integrates digital transformation, consistent quality, and cultural relevance into the cannabis ecosystem.
Early on, Soiref found success with MedReleaf, one of the initial leading cannabis providers in the European market. By 2018, the company would be acquired by Canadian giant Aurora Cannabis for $3.2 billion CAD ($2.27 billion USD). Soiref has always been at the forefront of cannabis innovation, a vantage point he continues to maximize today. He is committed to bridging the gap between the illicit market and the legal one, offering trusted, recognizable brands that redefine cannabis for both patients and consumers.
Yuval Soiref at Phcann International's main cultivation facility (C) Phcann International
The European cannabis market has undergone a seismic shift, evolving from a focus on severe medical conditions like cancer and AIDS to addressing more everyday ailments such as chronic pain and sleep disorders. Soiref likens Germany’s legalization to California’s early embrace of cannabis culture, although he remains acutely aware of Europe’s stringent regulations that currently limit product offerings. "Our mission is to ensure that patients have access to effective and affordable products," he declares.
His latest venture, Green Success, is not just a cannabis company—it’s a house of brands focused on creating a better future for cannabis access. By introducing globally recognized cannabis brands, Green Success is setting a new standard in affordability, reliability, and cultural connection. "We’re revolutionizing access," Soiref explains. "Our focus is on making cannabis safer, more reliable, and culturally relevant by offering products people can trust."
Yuval Soiref with Adam Wilks, co-founder and CEO of Carma HoldCo, parent company of Tyson 2.0, and members of the Tyson 2.0 team celebrating the brand's launch into the European market. (C) Andres Ortiz @draymillz / Tyson 2.0
Central to this revolution is Green Success’s emphasis on online platforms and digital tools, making cannabis products more accessible than ever before. Through partnerships with telemedicine platforms, patients in Germany, the United Kingdom, and soon Australia, can now receive prescriptions and access products within 24 to 72 hours—a leap forward in accessibility.
A key part of Green Success’s strategy is its exclusive partnership with boxing icon Mike Tyson and the Tyson 2.0 team powering his cannabis brand. Together, the companies have made Tyson 2.0 the most-sold premium brand in Germany following a triumphant launch in July 2024. An equally fruitful debut came to the United Kingdom in August. Now Tyson 2.0 is now expanding to Australia, where it will bring the same trusted quality to medical patients.
"Partnering with Tyson 2.0 is about more than just launching a brand," Soiref shares. "It’s about creating a seamless experience for patients to access high-quality products, no matter where they are."
Tyson himself is excited about the brand’s global impact: "It’s incredible to see Tyson 2.0 helping patients worldwide. Our goal is to always provide the best cannabis products to those who need them most."
One of Soiref’s most ambitious goals is to convert consumers from the illicit market to the legal market by providing high-quality, consistent, and culturally relevant products. "We’re giving consumers a reason to trust the legal market," Soiref explains. "By making it accessible, reliable, and reflective of their needs, we’re showing that the legal market can deliver the quality and experience they’ve been looking for." This strategy is underpinned by consistent product standards, ensuring that every offering, from premium strains to affordable alternatives, meets the highest expectations.
Green Success’s ability to lead this transformation is driven by its online-first approach. By integrating telemedicine platforms with data analytics, the company provides a personalized, efficient experience for patients and consumers. Soiref emphasizes the importance of digital tools: "Online transformation is at the heart of what we do. It’s how we deliver products faster, analyze market needs, and continuously improve the patient experience." This focus on data-driven decision-making ensures that Green Success remains agile and responsive to changing market demands, reinforcing its position as a leader in cannabis innovation.
For Soiref, consistency in quality is the foundation of building trust in the legal market. Green Success ensures that every product meets rigorous standards, providing consumers with a reliable and enjoyable experience. "Consistency is what separates us from the rest," Soiref explains. "It’s how we build trust, drive loyalty, and encourage more people to transition to the legal market." By combining this focus on quality with culturally resonant branding, Green Success is setting a new benchmark for the cannabis industry.
With a strong foothold in Europe and plans to expand into Australia, Green Success is poised to become a global leader in cannabis access. By bridging the gap between the illicit and legal markets, integrating online platforms, and delivering consistent quality, Soiref is shaping the future of cannabis for both patients and consumers. "This is about more than just business," Soiref says. "It’s about creating a better, more accessible future for cannabis—a future where everyone can trust the products they use."
Through his groundbreaking work with Green Success, partnership with Tyson 2.0 and upcoming ventures with the California-based brand Cali X, Yuval Soiref is leading a global transformation that prioritizes accessibility, reliability, and cultural impact. This is not just the story of one entrepreneur—it’s the story of a movement to redefine cannabis for a new era, one that puts compassionate healthcare first.
Read more about Yuval in Honeysuckle's 19th print edition, out this week! Order online in our shop.
For more, visit phcann.com.
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Featured image: Center: Yuval Soiref, CEO of Phcann International (C) Phcann International. Bottom: The Tyson 2.0 team in Europe (C) Tyson 2.0.