Understanding the Wholesale Cannabis Market & 7 Steps Buyers Can Take to Ensure Quality Control

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Ameer Asghar
Ameer is an enthusiastic writer who believes in the remarkable potential of the cannabis plant to lead people towards natural health alternatives, steering them towards a path of improved well-being and health.

Learn About The Wholesale Cannabis Market: Trends, Challenges, and How Wholesale Cannabis Buyers can Work Together with Cannabis Producers to Grow the Market Through High-Quality Control

As the demand for cannabis continues to rise, so does the need for a reliable source of high-quality products. Wholesale cannabis provides a solution for both the consumers and the producers, offering a streamlined way to meet the growing market demands. Whether you’re a retailer looking to stock your shelves or a cultivator seeking distribution opportunities, understanding the intricacies of wholesale cannabis is crucial to staying ahead in this competitive market.

That being said, get ready to dive deep into the world of wholesale cannabis and ways that cannabis market players can work together to grow the industry by increasing product quality.

Overview on the Wholesale Cannabis Market

The global wholesale cannabis market is experiencing rapid growth, driven by the increasing legalization and decriminalization of cannabis in various countries. As the demand for cannabis products continues to rise, several countries have emerged as major players in the wholesale cannabis market. Let’s take a look at some of these countries and what gives them the strength and capability to compete globally.

United States

The United States is the largest wholesale cannabis market globally, thanks to its robust legal cannabis industry. Several states have legalized cannabis for both medical and recreational use, creating a massive market for wholesale cannabis products. The strength of the US market lies in its well-established infrastructure, advanced cultivation techniques, and a wide variety of cannabis strains and products. Additionally, the US market benefits from a strong consumer base and a mature distribution network.


Canada is another major player in the wholesale cannabis market, having legalized recreational cannabis nationwide. The country boasts a well-regulated market, with licensed producers supplying both the domestic and international markets. Canada’s strength lies in its strict quality control standards, ensuring that its cannabis products meet high safety and quality standards. Furthermore, Canada has been at the forefront of cannabis research and innovation, leading to the development of new and unique cannabis products.


The Netherlands has long been associated with cannabis, thanks to its tolerant policies towards the plant. While not the largest market in terms of sales volume, the Netherlands is a significant player in the wholesale cannabis market due to its renowned cannabis culture and expertise. The country is home to a thriving cannabis industry, with a focus on high-quality strains and innovative cultivation techniques. The Netherlands has also established an efficient distribution network, allowing for easy access to wholesale cannabis products.

Wholesale Cannabis - Netherlands Market


Colombia has emerged as a major player in the global wholesale cannabis market, leveraging its ideal climate and fertile soil for cannabis cultivation. The country has a long history of cannabis cultivation, and recent legislative changes have paved the way for a legal cannabis industry. Colombia’s strength in the wholesale cannabis market lies in its low production costs, making it an attractive source for affordable cannabis products. Additionally, the country has a favorable export framework, allowing Colombian producers to access international markets easily.


Israel may not have the largest sales volume in the wholesale cannabis market, but it has gained recognition for its significant contributions to cannabis research and development. Israeli researchers have been at the forefront of cannabis research, studying the plant’s medical applications and developing innovative cultivation techniques. Israel’s strength lies in its expertise in cannabis science and technology, making it a hub for cannabis innovation. This expertise allows Israeli companies to produce high-quality cannabis products sought after in the global market.

These countries, along with several others, are major players in the global wholesale cannabis market. Each country has its unique strengths, whether it’s a well-established legal framework, advanced cultivation techniques, high-quality products, or a rich cannabis culture. As the global cannabis industry continues to evolve, it will be interesting to see how these countries compete and collaborate to meet the growing demand for wholesale cannabis products worldwide.

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Current State of the Cannabis Market

The global demand for cannabis has been on a steady rise year over year, and this trend has been particularly evident in recent years, despite inflationary pressures and cost-saving behaviors. It is fascinating to see how the demand for cannabis has remained resilient and continues to grow, even in the face of economic challenges. Let’s explore some of the reasons behind the increased demand.

Cannabis Products Being Used for Health and Wellness

One of the primary drivers of the increasing demand for cannabis is its significant role in health and wellness. According to CannabizTeam, a staggering 91% of people consume cannabis for health and wellness purposes. In an era where people are increasingly mindful of their mental and physical well-being, cannabis has emerged as a natural choice for many. It offers a multitude of benefits, ranging from stress relief to relaxation, and from pain management to improved sleep quality. As more and more individuals recognize the potential therapeutic properties of cannabis, the demand for it continues to soar.

Wholesale Cannabis - Health and Wellness Usage

Alternative to Other Substances

Another reason for the rising demand for cannabis is its appeal as an alternative to traditional substances. FlowHub reports that 21% of Dry January participants are replacing alcohol with cannabis and CBD. This shift in consumer behavior reflects the changing attitudes towards cannabis and the recognition of its potential to offer a safer and more enjoyable experience compared to other substances. As people seek healthier alternatives, cannabis has become an attractive option, further driving up its demand.

Market Demand is Increasing Globally

The legal cannabis market is experiencing exponential growth globally. The market size is expected to reach a staggering USD $102.2 billion by 2030, according to a report by Grand View Research. The increasing acceptance of cannabis for both medical and recreational purposes is a major catalyst for this growth. As more countries and states legalize cannabis, the market expands, and new consumers emerge. This growth has resulted in intensified competition among wholesalers, leading to innovations in product offerings, branding strategies, and distribution channels.

Growth & Trends in the Wholesale Cannabis Market

Wholesale cannabis buyers are well aware that the primary product in the market is flower. Flower refers to the dried and cured buds of the cannabis plant, which contain the highest concentration of cannabinoids such as THC and CBD. This is the form that most cannabis consumers prefer, with 60% of users stating that flower is their primary choice. That being said, consumers are asking for more than just cannabis buds, they want more! Let’s take a look at some trends in consumer demand that wholesale cannabis buyers should consider.

Cannabis 2.0 Product Demand

The cannabis industry is constantly evolving, and new products are constantly emerging. This is especially true with the advent of Cannabis 2.0 products, which include edibles, vape pens, topicals, tinctures/capsules, and cannabis drinks.

While flower may be the top choice for consumers now, there is a growing interest in trying new cannabis items. Studies have shown that 44% of cannabis consumers are eager to explore new products, with the age group of 18 to 34 being the most enthusiastic. This presents a significant opportunity for wholesale buyers to expand their offerings and cater to this demand.

Wholesale Cannabis - Cannabis 2.0

By creating capabilities and building relationships that allow them to produce cannabis by-products, wholesale buyers can tap into this growing market. This means establishing connections with manufacturers and processors who specialize in producing edibles, vape pens, topicals, tinctures/capsules, and cannabis drinks. It also involves acquiring the necessary knowledge and expertise to ensure the quality and safety of these products.

Growth Trend: Cannabis Beverage Demand

One particular segment within the cannabis by-products market that shows promise is cannabis beverages. While they may currently be at the bottom of the list in terms of popularity, THC beverages have the potential to gain more attention in the coming years. Experts predict that the Compound Annual Growth Rate (CAGR) of the cannabis beverage market will increase by 17% in the next 10 years. This presents a lucrative opportunity for wholesale cannabis buyers to explore partnerships with beverage manufacturers and capitalize on this growing trend.

What are the Challenges of Selling & Buying Wholesale Cannabis

The wholesale cannabis market is facing several key global challenges that are hindering its growth and potential. These challenges are important to pay attention to, as wholesale buyers and cannabis producers can work together to get past these hurdles. Let’s explore some challenges present in the market right now.

1. Pricing Against the Illicit Markets

According to CohnReznick, one of the major challenges is pricing against the illicit markets. Illicit markets continue to thrive because they are not burdened with the pricing challenges that legal producers face, such as taxes and increased production costs associated with quality control and compliance.

The illicit market can offer lower prices due to the absence of these costs and regulations, making it difficult for legal producers to compete. This creates a significant barrier for wholesale cannabis sellers trying to attract buyers who are looking for the best deals. To overcome this challenge, legal producers need to find ways to reduce their costs while maintaining high-quality products.

Wholesale Cannabis - Illicit Market

2. Lack of Awareness of Legal Cannabis

Another challenge identified by CohnReznick is the lack of market awareness of legal cannabis, which is primarily the responsibility of producers. Many consumers and potential buyers are still unaware of the benefits and potential uses of legal cannabis products. Producers need to take an active role in increasing market awareness and educating the public about the advantages of legal cannabis.

This can be done through effective marketing strategies, public outreach, and partnerships with advocacy groups. By increasing market awareness and understanding, producers can attract more buyers and build a stronger customer base.

3. Inneffective Use of Technology

Many producers are either not using or not effectively using this software, leading to supply chain woes. This software allows producers to track and monitor the entire life cycle of a cannabis product, from seed to sale. It ensures transparency, compliance, and quality control throughout the supply chain.

By utilizing seed-to-sale cannabis software, producers can streamline their operations, reduce errors, and enhance traceability. This will not only improve efficiency but also build trust among buyers, as they can have confidence in the quality and origin of the products they are purchasing.

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How Seed-To-Sale Cannabis Software Helps with Consistency in Supply

Cannabis producers can greatly benefit from utilizing seed-to-sale software to effectively track their production throughout the year. This software allows producers to have a comprehensive view of their cultivation process, from planting seeds to distributing the final products. By using seed-to-sale software, producers can ensure they have enough supply to meet the demands of their distributors and channel partners.

One of the key features of this software is batch-tracking. It allows producers to monitor the progress of each batch of cannabis plants from seedling to harvest. This feature enables them to have a real-time understanding of the growth and development of their plants. By tracking each batch, producers can determine when they will have a sufficient supply of cannabis to meet the needs of their distributors and channel partners.

Did you know? GrowerIQ has an industry-leading Seed-to-Sale Cannabis Software (with quality management built in) that is designed to uncomplicate cannabis production for cannabis producers throughout the world.

Learn more here.

7 Steps to Test & Ensure Wholesale Cannabis Quality

Wholesale cannabis buyers have a vested interest in ensuring the quality of the cannabis they purchase from their vendors. By implementing certain processes, utilizing technology, and understanding the science behind cannabis cultivation, buyers can effectively track and ensure the quality of their cannabis products. Here are some ways in which wholesale cannabis buyers can achieve this:

1. Establish Clear Quality Standards

Buyers should work closely with their vendors to establish clear quality standards for the cannabis products being purchased. This includes specifications for factors such as potency, appearance, aroma, and taste. These standards can be based on scientific testing and analysis, ensuring consistency and reliability.

2. Require Third-Party Lab Testing

Buyers can require their vendors to undergo third-party lab testing for each batch of cannabis products. These tests can determine the potency of cannabinoids, such as THC and CBD, as well as identify the presence of any contaminants, such as pesticides or mold. By analyzing the lab reports, buyers can ensure that the cannabis meets their quality standards and is safe for consumption.

3. Implement Seed-to-Sale Tracking Systems

Wholesale cannabis buyers can utilize seed-to-sale tracking systems to track the entire lifecycle of the cannabis products they purchase. These systems use RFID tags, barcodes, and digital records to monitor the cultivation, harvesting, processing, and distribution of cannabis. By having full visibility into the supply chain, buyers can ensure that the cannabis they receive is of consistent quality and meets their specifications.

4. Conduct on-Site Inspections

Buyers can visit their vendors’ cannabis farms and facilities to conduct on-site inspections. This allows them to assess the quality of the cultivation practices, observe the handling and processing of the cannabis, and ensure compliance with regulations. By physically inspecting the operations, buyers can gain firsthand knowledge of the quality of the cannabis being produced.

5. Collaborate with Experienced Consultants

Wholesale cannabis buyers can seek the guidance of experienced consultants who specialize in cannabis cultivation and quality assurance. These consultants can provide expertise in areas such as strain selection, cultivation techniques, pest management, and quality control. By working closely with consultants, buyers can gain valuable insights and ensure the highest quality cannabis products.

6. Implement Quality Control Protocols

Buyers can implement rigorous quality control protocols to ensure consistency and reliability in the cannabis products they purchase. This includes conducting regular inspections, performing sensory evaluations, and implementing strict quality assurance processes. By adhering to these protocols, buyers can ensure that their vendors are consistently delivering high-quality cannabis products.

Wholesale Cannabis - Quality Control

7. Stay Informed about Industry Developments

Wholesale cannabis buyers should stay informed about the latest advancements and research in cannabis cultivation and quality assurance. This includes attending industry conferences, subscribing to industry publications, and networking with experts in the field. By staying informed, buyers can adapt their quality assurance processes to meet evolving standards and ensure the highest quality cannabis products.

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How Seed-To-Sale Cannabis Software Help Buyers with Quality Control & Quality Assurance

Seed-to-sale software plays a crucial role in helping cannabis buyers ensure that they are purchasing high-quality cannabis from their suppliers. With the rapid growth of the cannabis industry, it has become increasingly important for buyers to have a reliable way to verify the quality and authenticity of the products they are purchasing. Seed-to-sale software provides a comprehensive solution to this challenge.

Wholesale Cannabis - Seed to Sale Cannabis Software

Track The Entire Lifecycle of Each Plant

One of the primary ways in which seed-to-sale software helps buyers is by tracking the entire lifecycle of the cannabis plant, from seed to sale. This allows buyers to have complete transparency into the cultivation, processing, and distribution of the cannabis products they are purchasing. By tracking each step in the supply chain, buyers can verify that the products they are buying are sourced from reputable suppliers who adhere to strict quality control standards.

Ensure Compliance with Regulatory Requirements

The cannabis industry is heavily regulated, and buyers need to ensure that their suppliers are operating in accordance with the law. Seed-to-sale software helps buyers verify that their suppliers are licensed and compliant with all applicable regulations. It also provides a way for buyers to track the testing and certification of cannabis products, ensuring that they meet safety standards and are free from contaminants.

Discover how GrowerIQ’s seed-to-sale software can help you set up all of the components of a successful cannabis production operation without any hassle. Questions we haven’t covered? Please reach out and let us know. GrowerIQ serves clients coast to coast, and we’re ready to help your team today.

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