Canada’s cannabis industry is calling on the federal government to intensify efforts to expand marijuana exports to non-U.S. markets, warning that the country risks losing its competitive edge as more nations develop their own cannabis industries. Industry representatives assert that despite strong sales growth, government support remains minimal, potentially allowing rivals to overtake Canada’s position as a global supplier.

According to Statistics Canada, cannabis exports are on track to exceed $1 billion in 2026, with projections suggesting this figure could double by 2027. These gains have occurred largely without direct government assistance, a point emphasized by industry leaders who say Ottawa has yet to integrate cannabis companies into official trade initiatives. Executives report significant bureaucratic hurdles that complicate international shipments, limiting the sector’s ability to capitalize on emerging global opportunities.

Miguel Martin, CEO of Edmonton-based Aurora Cannabis Inc., expressed concern about the escalating competition as markets in Europe and Eastern Europe establish medical cannabis frameworks. “If nothing is done, we are going down,” Martin said. “We won’t stay flat while the rest of the world grows.” He noted that countries such as Spain, France, Italy, and several Eastern European nations are actively seeking regulatory standards similar to those Canada has established, but Canada’s presence in these dialogues has been minimal.

Rick Savone, senior vice-president of government relations at Aurora and a former Canadian ambassador to Brazil, suggested that persistent stigma surrounding cannabis remains a factor in the government’s cautious approach. Savone indicated that negative perceptions may contribute to Ottawa’s reluctance to prioritize cannabis industry interests on trade missions or in broader economic diplomacy.

The industry’s critique comes amid broader debates about Canada’s trade diversification strategies as it seeks to lessen dependence on the United States. Cannabis exporters see their product as an opportunity to broaden Canada’s trade portfolio, particularly as international demand for regulated medical and recreational cannabis grows.

Government officials have yet to publicly respond to the cannabis sector’s calls for increased support or address the concerns related to export regulations and trade mission inclusion. The industry’s appeal underscores a potential shift in Canada’s position within the global cannabis market, where early leadership could be undermined without stronger governmental engagement.