Building Coca-Cola of Cannabis, 8th Revolution

195: Boris Jordan on Curaleaf’s European Strategy: Building Coca-Cola of Cannabis

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“Great companies were never built by conservative leaders.

Great companies were built by risk-takers.”

Deeply ingrained in Curaleaf’s DNA is the ability to navigate the unknown ahead of opportunities.

Timing these events is nearly impossible, but having the foresight and strategic resources in place when the opportunity strikes can change the game.

For visionaries like Boris Jordan, being early in markets like Germany can be challenging for everyone to see until recent developments materialize.

The US and European cannabis markets operate very differently, and Curaleaf is in a prime position to secure an untapped market share twice the size of the US.

This week, we sit down with Boris Jordan to discuss the following:

  • Unique Market Differences: Europe vs US
  • Educating Institutional Investors: What does that conversation look like inside the room?
  • Breakdown of the German Market, Hint toward Asia
  • And so much more


About Curaleaf Holdings, Inc. (TSX: CURA) (OTCQX: CURLF) (“Curaleaf”) is a leading international provider of consumer products in cannabis with a mission to enhance lives by cultivating, sharing and celebrating the power of the plant. As a high-growth cannabis company known for quality, expertise and reliability, the Company and its brands, including Curaleaf, Select, and Grassroots provide industry-leading service, product selection and accessibility across the medical and adult use markets. In the United States, our brands are sold in 17 states with operations encompassing 147 dispensaries and employing more than 5,200 team members. Curaleaf International is the largest vertically integrated cannabis company in Europe with a unique supply and distribution network throughout the European market, bringing together pioneering science and research with cutting-edge cultivation, extraction and production. Curaleaf is listed on the Toronto Stock Exchange under the symbol CURA and trades on the OTCQX market under the symbol CURLF.


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