As Europe’s medical cannabis market matures and companies reach valuations in the hundreds of millions, a new model is emerging — one built not just on products, but on infrastructure.
Entrepreneur Yuval Soiref, founder of Green Success, is part of a new generation of industry leaders working at the intersection of digital health and cannabis. Rather than focusing on a single segment of the supply chain, Soiref has built a platform designed to connect global cannabis brands, genetics, cultivators, and regulated medical markets across Europe.
Through Green Success, Soiref has helped bring internationally recognized cannabis brands such as Tyson 2.0, Seed Junky, Cali X, Packs, and Topz N Popz into the European medical cannabis ecosystem — a strategy aimed at merging cannabis culture with reliable pharmaceutical supply systems.
In this interview, Soiref discusses why infrastructure is becoming the most valuable asset in the cannabis industry and how the European market is evolving.
Interview
Honeysuckle Magazine
Yuval, what drives your mission in the cannabis industry today?
Yuval Soiref
I believe I’m here for a purpose. It’s not just about understanding cannabis or flavors. I believe I’m here on a mission — to bring cannabis to the forefront commercially and build the infrastructure that allows it to scale globally.
Green Success became not only a house of brands, but part of a larger international system connecting cultivators, genetics, brands, distribution networks, and patient access.
The goal is to build something bigger than a traditional cannabis company.
Honeysuckle Magazine
Europe’s cannabis sector has seen major investments recently. Germany’s Sanity Group, for example, has reached valuations around €250 million. How do you see Green Success positioned in relation to companies like that?
Yuval Soiref
Sanity has built a strong company and their growth shows how big the opportunity in Europe really is.
But many companies in this industry focus on only one piece of the puzzle — cultivation, wholesale distribution, or retail.
What we’re building with Green Success is different.
We focus on connecting the entire ecosystem.
That means working with cultivators, genetics, global brands, supply chains, and patient access systems simultaneously.
Instead of operating as a single company in one market, we are building a platform that allows brands and products to move across multiple markets.
Infrastructure becomes extremely valuable as the market scales.
Honeysuckle Magazine
Some cannabis companies operate mainly as wholesalers in markets like Germany. What separates your model from that?
Yuval Soiref
Many companies buy cannabis and sell cannabis. That works in the early stages of an industry.
But long term, the real value comes from building systems.
We’re not only selling products or creating brand drops.
We are building pharmaceutical routes that allow cannabis to move through regulated medical systems across multiple countries.
At the same time, we combine that infrastructure with cannabis culture — working with globally recognized brands like Tyson 2.0, Seed Junky, Cali X, Packs, and Topz N Popz.
And then we connect that to digital access for patients.
So you have three layers working together:
• pharmaceutical supply routes • global cannabis brands and genetics • digital and online patient access
That combination puts us in our own category.
Honeysuckle Magazine
How important are patients in this model?
Yuval Soiref
Patients are at the center of everything.
People receiving medical cannabis are dealing with real symptoms — chronic pain, sleep disorders, anxiety, and many other conditions.
Our responsibility is to ensure they receive reliable and consistent products they can trust.
Cannabis culture has produced incredible genetics over decades. Our role is to bring that innovation into medical systems in a responsible and reliable way.
Honeysuckle Magazine
Germany has become the largest medical cannabis market in Europe. Where do you see the industry heading next?
Yuval Soiref
Germany has always been our number one market and likely will remain one of the most important globally.
But the UK is growing rapidly and developing its own dynamics.
Germany is becoming a THC-driven market, while the UK is emerging as a flavour-driven market.
Understanding those differences is critical if you want to operate globally.
The Future of Medical Cannabis: When Culture Meets Infrastructure
For Soiref, the evolution of the cannabis industry is not about replacing culture with medicine — it’s about bringing cannabis culture into regulated medical markets in a consistent and responsible way.
“Cannabis culture has always been the source of innovation,” he explains. “The newest flavours, the most culturally relevant genetics, and the strongest brands all come from that culture.”
The challenge is ensuring that those innovations reach patients through reliable pharmaceutical supply systems.
By building international routes that connect cultivators, genetics, brands, and regulated markets, Green Success aims to bridge that gap.
“By bringing the newest flavours and the most culturally relevant genetics into medical systems in a consistent way, the market itself begins to evolve,” he says.
As new medical markets continue to open across Europe and beyond, Soiref believes the companies that combine infrastructure, culture, and patient access will shape the next phase of the industry.
“We’re ready for that,” he says.
“And we’re looking forward to executing further — shaping this industry together with our brand partners and patients worldwide.”
For more follow https://www.greensuccess.io and Instagram
