🌿 Cronos makes European market move, cannabis ranks among top Canadian crops, and hikers hit a high on the trail

Happy Friday Pre Rollers! Welcome to another edition of The Pre Roll, the cannabis newsletter that keeps you up-to-date on the industry happenings you need to know.

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European expansion. Publicly traded Canadian cannabis operator Cronos Group has officially acquired CanAdelaar, the largest cannabis producer supplying the cannabis pilot program in the Netherlands. The deal includes an upfront price of €57.5 million, plus potential additional payments tied to CanAdelaar’s EBITDA in 2026 and 2027. For Cronos, the acquisition is a major step toward growing its presence in Europe.

CanAdelaar operates a 540,000-square-foot greenhouse and supplies nearly all 69 coffee shops participating in the pilot program. The company generated €41.6 million in annualized revenue for the six months ending June 30, 2026. Its current management team will stay on following the acquisition, keeping operations steady as Cronos takes ownership.

Cronos plans to use CanAdelaar’s established presence to bring its own cannabis genetics, products, and brands to Dutch consumers. The deal also gives Cronos a foothold in a market that could grow if the Netherlands expands its legal cannabis program. For now, strict rules around the pilot, including limits on importing and exporting cannabis, remain an important factor in how much the company can expand.

Canadian crop. Canada’s cannabis industry has secured a significant place in the country’s agricultural economy, according to a new Statistics Canada review of farm cash receipts spanning more than 50 years. In 2025, cannabis ranked as Canada’s fifth most valuable cash crop, generating $3.0 billion in receipts accounting for 5.8% of the total. The contribution from cannabis exceeded that of potatoes by nearly $1 billion, underscoring its emergence as a major agricultural commodity.

The figures highlight a striking transformation in Canadian agriculture. In 1971, unstemmed leaf tobacco was the country’s third largest cash crop, generating $135.3 million and representing 7.2% of crop receipts. By 2025, tobacco’s share has fallen to just 0.3%, while cannabis has become a leading crop in its own right. The shift reflects the changing composition of Canada’s agricultural sector and the growing economic significance of cannabis following legalization and the development of a regulated commercial market.

For cannabis industry stakeholders, the data provide an important reminder that cannabis is more than a consumer product category: it is an established contributor to Canadian farm revenues. While the $3.0 billion figure measures agricultural cash receipts rather than total industry sales or profitability, cannabis’s fifth place ranking reinforces its position within the broader crop economy. As producers navigate pricing pressures, production costs, and evolving market demand, the industry’s agricultural significance remains a key indicator of its economic relevance.

Hiker high. A new survey of over 1,000 U.S. hikers by Climbing Kilimanjaro found that cannabis is the most commonly used substance on the trail, with 35% of respondents saying they have hiked while high. Overall, 44% have hiked under the influence of some substance, while 56% report never doing so. Among hikers who use substances on the trail, 80% said they have used cannabis, putting it well ahead of alcohol (23%), nicotine (21%) and psilocybin (15%).

Hikers who consume cannabis and other substances generally reserve the experience for less demanding outings. More than half of those who hike under the influence (51%) said they use substances on short, easy trails near home, as opposed to just 5% who reported doing so on steep or technical climbs. Respondents most commonly cited relaxation, enjoying scenery (48%) and feeling more connected to nature (45%) as motivations. The findings suggest that cannabis use is part of the outdoor recreation habits for some hikers, particularly in low-risk settings.

Safety remains a central concern, even among those who partake. Nine in 10 hikers who use substances identified at least one setting where they would avoid doing so, with steep or exposed terrain (57%), driving afterward (54%), and high altitude (51%) topping the list. Meanwhile, 19% acknowledged doing something on the trail they would not have attempted sober, including going farther than planned or tackling a more difficult route.

The results highlight an established overlap between cannabis consumption and outdoor recreation, while underscoring the importance of responsible use and recognizing the risks of impairment in demanding environments.

Illinois: The latest annual cannabis report highlights expanded medical cannabis access and increased regulatory oversight in 2026, alongside record sales, new legislation, and continued growth in dispensary locations.

Nebraska: Disagreements over the direction of the state’s medical cannabis program continue as advocates and regulators clash over licensing, testing limitations, and regulatory changes affecting patient access.

Virginia: Ahead of the planned July 1, 2027 retail sales launch, draft regulations have been released outlining licensing, fees, and operating requirements for recreational cannabis businesses.

Khalifa Kush kicks off NY market

The premium cannabis brand founded by rapper Wiz Khalifa is partnering with Skyworld Cannabis to launch its products in New York, bringing its U.S. footprint to 14 markets.

STIIIZY steps up CA expansion

The California-based cannabis company has expanded its cannabis retail footprint in the state to 65 stores, with four more planned by the end of 2026, as continued momentum reflects its commitment to the state where it was founded nearly a decade ago, including seven new stores opened since August.

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Stay tuned for more cannabis industry news next week!

💚,

The Pre Roll Team

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