The company, which is one of the biggest cannabis seed suppliers in the world, has launched a series of ads mocking Germany’s street vendors for selling weed contaminated with poop. It also plans to expand its operations in Africa.
The ads, which were placed on billboards and in the streets of Berlin, Hamburg, and Cologne by Royal Queen Seeds featured political looksalikes with attention-grabbing slogans. They addressed studies that showed widespread contamination among Germany’s illegal supply.
RQS’s President Shai RAMSAHAI said: “We are proud of being the first cannabis-related company in Germany to have launched a campaign such as this.” Green Market Report In an interview Everyone talks about it, especially because of the political images.
Germany Let’s Grow is the slogan of this campaign.The campaign was launched as Germany implemented new laws that allow home cultivation of cannabis and the creation of social clubs. A recent study found that Berlin’s cannabis was contaminated with feces in 65%. The ad “Good Shit Without Shit” references this shocking finding.
Ramsahai stated that under the new system consumers are required to join clubs in order to buy cannabis. However, early sales indicate Germans have embraced both options. “What we see (from) most people, they will be a member of a club and they do home growing at the same time… because at the club you only have choose, let’s say 10, maybe 12 different varieties. In our catalogue, we have over 150 different varieties.
According to recent research, the Dutch firm claims a 34% share of global sales in cannabis seeds. He said that while it “was quite a shock…we are very happy with that number.”
RQS was started by Ramsahai’s dad 16 years in the Netherlands, after publishing a Dutch cannabis magazine High Life. It has since evolved into a global seed brand. In 2023, the company introduced F1 hybrid seeds which provide growers with more consistent results.
He said that “one of the F1 Hybrids is, I believe the Titan F1 at the moment the second best seller in the Royal Queen Seeds Catalogue.” It’s taking off with F1 hybrids right now.
“If you normally buy a pack of five White Widows, for example, you will get… some are taller, a little bit smaller. Ramsahai said that the difference in THC between each plant is significant. When you buy an F1-hybrid they are all the same in terms of height, yield and taste.
Alongside its German push, RQS announced plans to open its first store in Durban, South Africa, this week – its fifth location globally after Amsterdam, Bangkok, Barcelona and New York.
Many companies forget Africa. Ramsahai stated that not just companies but events were also included. Ramsahai said, “We want to encourage Africans to set up their own companies and to succeed and create jobs.”
The goal, he said, is to be present on all continents. German cannabis campaign is Europe’s most ambitious marketing effort to date. The illicit market, estimated at $14 billion a year, was the target of this massive European campaign. The German reforms could see huge economic impact, with expectations of “27,000 new jobs in the cannabis industry and… potential of annual tax revenue of 1.8 billion,” Ramsahai noted.
For Ramsahai, expansion into new markets follows a simple rule: “It depends on the law… if the law was not changed, then it doesn’t make sense to go there.”