This was the message delivered by cannabis industry specialist and founder of Seed2Ash Ash Lurie during his presentation on quality standards and export readiness at the Cheeba Cannabis & Hemp Summit held in Johannesburg in May.
According to Lurie, international cannabis exports are driven by two critical factors: compliance and production. While cultivation itself may be relatively straightforward, consistently producing high-quality cannabis at scale remains one of the industry’s greatest challenges.
“Cultivating cannabis is easy; cultivating quality cannabis is not,” he said.
Certification drives market value
Lurie explained that compliance certification plays a major role in determining market access and product value. The more certification a producer obtains, the more confidence buyers have in the consistency and quality of the product, ultimately improving its commercial value.
The starting point for South African cultivators is compliance with local regulatory requirements administered by the South African Health Products Regulatory Authority. To cultivate and package cannabis legally, producers require a Section 22C licence under the Medicines and Related Substance Act (No. 101 of 1965), as well as Good Agricultural and Collection Practices (GACP) certification.
The specific certification requirements for export are determined by the intended offtake market. Depending on the destination and buyer requirements, producers may need additional certifications, including Good Manufacturing Practice (GMP) or EU GMP accreditation.
Lurie noted that while GACP focuses on agricultural production standards, GMP governs the processing and packaging environment. Once harvested, cannabis enters a processing facility where it is dried, trimmed, and packaged, and compliance at this stage can significantly influence product value.
“GMP certification adds value because it demonstrates that the product is processed and packaged in a controlled and regulated environment,” he explained.
For producers targeting premium international markets, EU GMP certification may be required. In such cases, local GMP certification alone may not be sufficient to access end buyers directly, resulting in additional processing steps and reduced margins.
Genetics and environment are the foundation
Lurie stressed that successful cannabis production begins with selecting the correct genetics. International buyers increasingly seek specific cannabinoid and terpene profiles, making cultivar selection a critical first step in the production process.
The cultivation environment is equally important. Cannabis flowers are highly susceptible to microbial contamination due to their dense plant structure, creating favourable conditions for mould and bacteria. Therefore, producers must establish cultivation environments that minimise microbial activity from the outset.
The quality of the final product is ultimately verified through a Certificate of Analysis (COA), which measures cannabinoid content, terpene profiles, microbial contamination, heavy metals content, and pesticide residues.
“The offtake market will determine the specifications required on the COA and whether the product meets export requirements,” Lurie explained.
Managing contamination risks
One of the key challenges facing cannabis producers is the crop’s ability to accumulate contaminants.
Cannabis is a recognised bio-accumulator, meaning it readily absorbs and stores heavy metals from its growing environment. While plants require certain trace elements for healthy growth, excessive levels can create serious compliance issues.
Lurie emphasised the importance of selecting nutrient suppliers and cultivation systems that minimise contamination risks.
In the industry’s early years, many producers encountered difficulties with heavy metal contamination originating from nutrient programmes, irrigation systems, and cultivation methodologies.
“Risk mitigation must be built into every stage of production if producers want to consistently achieve export-quality cannabis,” he said.
Integrated pest management (IPM) programmes also play a critical role in maintaining compliance. Cannabis is vulnerable to a range of pests and diseases, including mould, bacteria, aphids, and thrips.
At the same time, strict international limits on pesticide residues mean producers must carefully balance pest control with consumer safety.
According to Lurie, cannabis-specific IPM programmes should prioritise preventative measures, environmental management, and strict operational protocols rather than reliance on chemical interventions.
Hygiene and staff protocols matter
Lurie acknowledged that many traditional cannabis growers did not historically consider microbial contamination or strict hygiene standards. However, operating within regulated markets requires a different approach.
He highlighted the importance of cleanliness, personal protective equipment (PPE), and rigorous staff protocols throughout cultivation and processing.
Staff hygiene, handwashing procedures, PPE, and restricted access protocols all contribute to reducing contamination risks and ensuring product safety.
“Once you understand the reasoning behind these procedures, it becomes clear why they are so important in producing a clean and safe product for consumers,” he said.
Processing can make or break quality
While cultivation receives considerable attention, Lurie argued that processing is often where product quality is either preserved or lost.
The drying stage is particularly critical. Cannabis flowers contain high levels of moisture at harvest and must be dried carefully to achieve a final moisture content of between 10% and 15%. During this process, inadequate environmental control can encourage microbial growth and significantly reduce product quality.
Terpenes, which contribute to flavour and aroma, are especially vulnerable during drying. These volatile compounds can evaporate at relatively low temperatures, reducing both product quality and market value.
“Producers can grow exceptional flowers and then destroy their value through poor drying practices,” Lurie warned.
Achieving optimal drying conditions requires effective temperature control, dehumidification, airflow management, and strict sanitation measures. These requirements add significantly to capital costs but are essential for preserving product quality and maintaining compliance.
Scale improves profitability
Lurie also highlighted the importance of scalability when developing cannabis production facilities.
Producing small volumes of quality cannabis can be relatively straightforward, but maintaining consistency at commercial scale requires advanced technical expertise and infrastructure. Facility design must accommodate both production volumes and regulatory requirements while maintaining environmental control throughout cultivation, drying, and processing.
As production volumes increase, unit costs generally decline, improving overall profitability.
“Scale is a critical factor in the success of any cannabis operation,” he said, adding that producers should carefully consider future expansion plans and scalability when designing new facilities.
Packaging and final certification
The packaging stage represents the final point at which contamination can occur before the product reaches the market. Human handling remains one of the greatest contamination risks throughout the production process, making strict packaging protocols essential.
Before final packaging, samples are collected for independent laboratory testing. The resulting COA serves as the final quality verification document and determines whether the product meets buyer specifications.
“At that stage, the COA can make or break the sale of the product,” Lurie said.
He noted that while cannabinoid and terpene profiles are largely determined earlier in the production process, microbial contamination and handling practices can still influence final test results during packaging.
South Africa’s export opportunity
In response to questions from delegates, Lurie expressed confidence in South Africa’s long-term export potential. He cited the country’s extensive cultivation expertise, favourable growing conditions, and competitive production costs as major advantages.
South Africa’s long-established cannabis-growing communities possess valuable cultivation knowledge, while abundant sunshine and relatively affordable energy contribute to lower production costs compared with many international competitors. The availability of a large labour force further strengthens the country’s position.
According to Lurie, these factors create a strong foundation for South Africa and the broader continent to become significant participants in global cannabis markets. While local market development remains important, he believes the export sector presents a substantial opportunity for future growth, provided that producers can consistently meet the quality, compliance, and certification standards demanded by international buyers.
