Sometimes the best opportunities come from moments where expectations are pleasingly low. When we agreed to exhibit at the White Label World Expo at the Excel, London in November 2025, it was very much on the off chance that anyone outside our usual circles might show an interest in the cannabis and hemp sector.

 

The event organiser was a genuinely charming chap, he offered us a cracking deal, and we thought why not. We arrived with our modest set-up: a stand, a couple of chairs, a tub of chocolates, and an open mind. Our spot was right on the outside of the Keynote Speaker 1 stage, which we assumed would mean relentless amplified pitches echoing over us all day. We pictured strained conversations, missed questions, and voices hoarse by lunchtime.

 

How Wrong We Were

 

We rolled in with ten minutes to spare, poured some water, sat down for what we expected to be a gentle start and then did not stop talking. From the moment the doors opened, we were inundated. Questions, discussions, curious glances, impromptu on-camera interviews, and conversations with businesses, organisations, and individuals who wanted to understand more about cannabis and what the CTA actually does.

 

The position of our stand gave us brilliant visibility. With an open headroom and no barriers, people saw us instantly and drifted towards us with ease. Suddenly it was three o’clock and we realised we had not eaten. Day two was the same energy, the same volume, but with the added wisdom of watching the clock for a lunch break

 

Reflecting afterward, we realised how accustomed we have become to industry-specific events where everyone already speaks the language of cannabis, regulation, compliance, and reform. We have been preaching to the converted for years. This event was different. It placed us in front of people who were simply curious, open-minded, and often surprised. Perhaps this is a sign of the industry reaching a new stage. Perhaps it was simply our turn to step beyond the familiar. Either way, it felt like a turning point.

 

And The Hook? It Turns Out We Had One Without Even Trying

 

Our stand had the word cannabis emblazoned across it. That single word did quite a lot of heavy lifting, it normalised the conversation for a wider audience. The most common question by far was a simple one: what does a trade association do? By the end of day one we had perfected a clear, friendly explanation that made sense to everyone.

 

The second favourite question was: when will cannabis be legalised? Many did not realise that medicinal cannabis has been legal since November 2018. Once that surprise settled, the conversation usually turned to recreational use. We could not give them a timeline of course, but we could explain why we know it will not be imminent.

 

All in all, it was a reminder that sometimes the best hook is honesty, curiosity, and being willing to show up somewhere new. We will almost certainly be back next year, and we hope many of our members and others from the sector will join us in London – 11-12th November 2026 to experience it for themselves.

 

Sian Phillips & Marika Graham Woods

Executive Directors

Cannabis Trades Association