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mimicking compounds that are naturally produced in our Endocannabinoids system (ECS) which activate to maintain internal stability, health and wellness (homeostasis). The ruling by the Constitutional Court enabled commercial opportunities and commence investment initiatives to enable consumers to access the product, that has been produced within given standards as regulated by SAPHRA, and other regulatory authorities in South Africa. Thus, patients could then freely obtain prescriptions from authorized medical practitioners for medicinal use, with fear of arrest and or selfincrimination. To illustrate how government is responding to the changing landscape, Gauteng positioned the use of cannabis for medicinal purposes. The Premier of Gauteng mentioned in his SOPA, State of the Province Address, of the Gauteng Provincial Legislature, in February 2021, that the province has the industrial infrastructure to process cannabis for medicinal purposes. One such company that has taken advantage of such developments nationally, in the cannabis industry is CANNAFRICA, the company started initiatives within three or so
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months after the ruling by the constitutional court to be on a growth trajectory wherein it has already sold 42 licenses to franchisees to boost its distribution network, thus far. CANNAFRICA prides itself as the industry leader in the cannabis industry. The company states that “Produced in stateof-the-art, EU GMP compliant facilities, we have tenaciously crafted ourselves to become the industry’s beacon in a largely unregulated sector. With the pioneering spirit of Labat Healthcare, we stand, boldly, as the African Cannabis Lifestyle brand of Labat Healthcare.” The company has positioned the use of cannabis as a lifestyle product. CANNAFRICA assures its customers that its products are verified and tested, including being in compliance with set SAPHRA standards and regulations. Elevation Business Magazine took some time to engage and have a conversation with the company’s CEO, Mr Herschel Maasdorp, to intimately understand their business model, history and what is in store for the market. Elevation Business Magazine (EBM): Briefly share the history of- and growth of
