The beginning of this cannabis year was marked by the latest edition of the Grow Up conference in Vancouver, which seems to be setting the tone for what to expect from the industry in 2026. Exhibitors and attendees have reported that the industry is becoming more measured, more operationally focused, and increasingly aware that long term viability depends on execution rather than wishful thinking. "Grow Up was a very positive experience, with direct and practical conversations with growers and partners. The event created space for meaningful discussions focused on current market realities and field-level challenges," said the BioFloral team.
For Cannatrol, the show highlighted just how central post harvest strategy has become. "At Grow Up 2026, Cannatrol is bringing technology that operates where few solutions exist, setting new standards for the industry," says David Sandelman, Chief Technology Officer and Co-founder of the company. Appearing at the event alongside its new Canadian distribution partner Quality Horticulture, Cannatrol used the conference to remark how a once-left-behind process is now being increasingly considered a crucial part of every cannabis operation. "We're here to show conference goers why your post harvest system matters even more than the grow process."
Since cannabis got regulated, many growers focused more on maximizing canopy space, relegating drying, curing, and all of that, to a small section of their operation. So, it seems as if the industry is stating that the sector is maturing, and 2026 is a pivotal year to show that off. "Cannatrol sees 2026 as a new phase of maturity for the cannabis industry fueled by potential rescheduling and more disciplined business practices focused on operational efficiency." In this environment, he added, "quality and consistency are no longer differentiators, but critical drivers for producing top tier craftsmanship and achieving successful business growth."
The tone of the event itself appeared to support this assessment. David described Grow Up as "a very positive experience, with direct and practical conversations with growers and partners," noting that "the event created space for meaningful discussions focused on current market realities and field level challenges." He also observed a clear behavioural shift among producers. The same sentiment is echoed by the BioFloral team, who also noticed how attendees were more interested in practical solutions rather than the latest flashy toy. "We noticed a growing focus on efficiency, consistency, and long term profitability. Growers appear less driven by novelty and more interested in stable, proven solutions." 
There were also some first timers at the show, such as the Fraser Valley Organic Producers Association, that is joining the cannabis world with a new organic cannabis cultivation benchmark. "We really enjoyed being part of the Grow Up show this year. We received a great response from attendees, with many expressing interest in learning more about organic certification for cannabis. As this was our first time attending the conference, we were very pleased with the diversity of industry stakeholders present. It was especially interesting to learn more about the research some producers are conducting around the medical use of cannabis, which stood out as an important and growing area within the industry."
A similar pragmatism emerged from brand focused exhibitors. Teams from Pure Sunfarms and Super Toast reported that Grow Up Vancouver offered a valuable opportunity to strengthen retail relationships and reinforce their presence in British Columbia. "Grow Up Vancouver was a strong opportunity for us to share more about our evolving portfolio, strengthen connections with retail partners and their teams, and highlight our deep connection to British Columbia as our home market," the company said, adding that "the quality of conversations was high, and it was encouraging to see such thoughtful engagement across the industry."
From a market perspective, retailers appear increasingly selective. "One of the most noticeable shifts is the continued momentum behind convenience driven categories," the team noted. "There's strong demand for products that are easy to understand, easy to use, and fit seamlessly into consumers' routines, particularly formats that prioritize consistency, quality, and accessibility."
For other attendees, Grow Up Vancouver also reinforced the sense of confidence of an industry that keeps on growing despite the many hurdles. "Grow Up Vancouver was the perfect start to 2026," says Atiyyah Ferouz, founder of AgCann Consultancy. "There was a renewed energy and positivity that was evident throughout the event." That optimism was paired with a growing strategic awareness, particularly around market diversification. "A big trend, which has been increasing year by year, is the focus on the export market," Atiyyah continued."We spoke to a number of producers who have included export-readiness as a key part of their 2026 strategy. In many of the conversations we had, producers were still keen to supply the Canadian market but also wanted to ensure their sales weren't wholly reliant on a single market. "
That outlook is shaped by an industry that, while under pressure, is far from stagnant." The Canadian cannabis industry is currently in a strong position," commented the GrowerIQ team. "Producers continue to benefit from expanded international legalization, global underproduction, and the gradual reduction of the grey market. The ongoing maturation of Canadian and international supply chains has opened access to markets that were previously difficult for mid-sized and smaller producers to engage with."
At the same time, challenges remain. "Regulatory complexity, taxation, and access to capital continue to impact the industry," they continued. "Competition from low-cost jurisdictions and domestic producers offloading excess product at discounted prices is keeping pricing under pressure. Individual producers continue to face business-specific challenges, while the rapid pace of change across the sector amplifies these pressures. Those unable to adapt quickly risk being left behind in this fast-moving market."
Despite these headwinds, there is cautious confidence. "2026 has the potential to be another challenging yet ultimately successful year for the Canadian cannabis industry," they concluded. Grow Up itself appears to be evolving alongside the sector. "Grow Up continues to raise the bar each year," the GrowerIQ team said. "Grow Up has truly cemented itself as the premier Canadian cannabis event."
All in all, the Grow Up conference in Vancouver showed an industry that is recalibrating around consistency, efficiency, and strategic resilience. Long gone (?) are the times of grandiose announcements and earth shuttering innovations. The sector is now readying up for its next, more demanding phase.
For more information:
Grow Up
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