Michael Perman, founder and CEO of craft grower Forbidden Harvest, says the industry has a lot to learn from the people that matter most – the patients.
Australia’s medical cannabis industry was launched with great promise — a chance to provide relief to patients who had long been denied access to safe, regulated medicine. Yet, years after legalisation, the sector remains plagued by inconsistent product quality, exorbitant prices, and a corporate culture that often prioritises profit over patient care.
While progress has been made, the industry risks alienating its most important stakeholders — the patients — if it continues to dismiss their concerns. Too often, consumer feedback about poor-quality flower, unreliable effects, or subpar customer service is met with defensiveness rather than action. Meanwhile, the cultivation scene has been dominated by large corporate players who see cannabis as just another commodity, rather than a medicine with unique needs and a deeply invested consumer base.
If Australia is to develop a domestically grown medical cannabis industry we can truly be proud of, we must shift focus away from short-term financial gains and toward sustainable, patient-centred growth. That means listening to those who rely on these products daily, fostering a culture of passionate cultivators rather than opportunistic investors, and ensuring that quality — not just compliance — becomes the industry’s cornerstone.
Patients are speaking — but is anyone listening?
Medical cannabis patients in Australia are some of the most knowledgeable and discerning consumers in the market. Many have spent years, even decades, navigating the illicit market before gaining legal access. They understand the nuances of different strains, the importance of proper curing, and the difference between genuinely therapeutic cannabis and biomass grown for maximum yield rather than medicinal value.
Yet, time and again, patients report issues with dryness, poor terpene profiles, inconsistent batches, and even mould — problems that would be unacceptable in other medical industries. When these concerns are raised, the response from some producers and distributors has been lacklustre. Excuses about regulatory hurdles, blaming patients for “not using the product correctly”, or dismissing complaints as anecdotal only deepen frustration.
This disconnect is not just bad for patients — it’s bad for business. In an era where word-of-mouth and patient trust can make or break a brand, companies that fail to take feedback seriously will find themselves outpaced by those that do.
Corporate dominance vs craft cannabis
Another critical issue is the corporate-heavy landscape of Australian cannabis cultivation. Many of the early licence holders were large-scale agricultural or pharmaceutical companies with deep pockets but limited understanding of cannabis as a plant or a culture. Their approach has often been one of mass production — treating cannabis like wheat or barley rather than a delicate, patient-specific medicine.
This corporate mindset has led to an over-reliance on mass production, excessive use of automated processes (which impacts potency and aroma), and a general disregard for the artisanal aspects of cultivation that patients value. While scalability is important, it should not come at the expense of quality.
By contrast, smaller, craft-focused growers — those who treat cannabis with the same care as boutique winemakers or specialty coffee producers — have struggled to break into the market due to high regulatory costs and the dominance of established players. Yet, these are often the very people who understand the plant best: cultivators with years of hands-on experience, patient advocates who have seen first hand what works and what doesn’t, and entrepreneurs driven by passion rather than pure profit.
An industry we can be proud of
Despite these challenges, Australia’s medical cannabis industry still has the potential to become a global leader — but only if it evolves. As an industry and a community, we need to:
- Prioritise patient feedback
Companies must actively seek out and respond to patient concerns, treating them as valuable data rather than complaints to be managed. Batch-specific reviews, transparent quality control processes, and engagement with patient communities should be standard practice.
- Support domestic craft and small-batch producers
Regulators and investors should make space for smaller growers who bring expertise and passion to the industry. Lowering barriers to entry for craft cultivators would foster competition, drive up quality, and offer patients more domestically grown choice.
- Educate, don’t patronise
Many patients are experts in their own right. Rather than dismissing their concerns, the industry should work with them to refine products. This includes better strain selection, improved curing processes, and more transparent labelling.
- Focus on quality over compliance minimums
Meeting regulatory standards is essential, but the best medical cannabis producers go beyond the bare minimum. Companies should aim for excellence in flavour, potency, and consistency — not just passing lab tests.
- Remember the mission
This industry was founded to help people. If it becomes solely about profit, it will fail its core purpose. Companies that align themselves with patient needs — not just shareholder returns — will be the ones that thrive in the long term.
A crossroads for Australian-grown cannabis
Australia’s medical cannabis industry stands at a crossroads. It can continue down the path of corporate commodification, where patients are an afterthought and quality is secondary to scale. Or it can embrace a future where craft growers, patient advocates, and ethical businesses work together to build something truly world class.
The choice is clear. By listening to patients, valuing quality over quantity, and fostering a culture of passion rather than pure profit, we can create an industry that not only serves those in need but also sets a global standard for excellence.
The potential is there. Now, it’s up to the industry to seize it.
