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Image: RON
As the global cannabis economy accelerates, South Africa stands poised to claim a meaningful share of this fast-growing market. But according to industry leaders, success will hinge not just on climate and policy, but on innovation and technology shaping every part of the value chain.
South Africa’s cannabis industry is currently navigating a complex and evolving legal framework.
Linda Siboto, Director and Co-Founder of Cheeba Africa and the Cheeba Cannabis Academy, said while there is strong interest from cultivators, processors, and entrepreneurs, regulation has yet to catch up with market potential.
“At present, only licensed commercial farms can legally cultivate and export cannabis under SAHPRA regulations, mainly for medical and scientific purposes,” Siboto explained.
“Domestically, there’s no fully established commercial model for recreational use, which has led to a fragmented and largely informal market.”
According to Siboto, this grey market poses challenges for quality, safety, and transparency. While South Africans can legally grow cannabis for personal use, selling it remains illegal outside of strict licensing provisions, leaving many private clubs and informal outlets operating without standardised compliance.
“The opportunity is massive,” said Siboto, “but for the industry to thrive sustainably, we need comprehensive legislation that enables a regulated, traceable, and inclusive cannabis economy. Technology will play a big role in making that happen.”
Wynand Deyzel, a Commercial Sales Manager at air treatment technology company Solenco, believes South Africa’s cultivation potential is enormous, but only if growers embrace advanced agri-tech solutions.
“The cannabis industry here is on the cusp of a boom,” Deyzel said. “Technology is what’s going to help us get there by improving efficiency, yield, and profitability, especially as climate change adds more pressure to agricultural systems.”
One major challenge for cultivators is controlling humidity, a factor that can make or break a harvest.
“High humidity doesn’t just affect bud size,” Deyzel noted. “It can trigger disease outbreaks like botrytis, leading to devastating crop losses. Environmental controls like precision dehumidification are no longer optional; they’re strategic tools for any serious grower.”
Modern dehumidifiers now integrate with lighting, HVAC, and irrigation systems, maintaining the ideal vapour pressure deficit (VPD) while reducing energy costs and supporting GMP compliance. “Cannabis cultivation has moved far beyond manual processes,” Deyzel said. “Smart, scalable systems are what will set global leaders apart.”
For Siboto, the biggest opportunity for tech innovation lies not only in cultivation but also in the consumer experience, which will be key to building trust in a maturing market.
“We’re already seeing tools that can give users detailed information about what they’re buying,” he says. “QR codes and mobile apps can show where a product was grown, how it was cultivated, its lab test results, and even recommended uses.”
Other emerging technologies include:
Consumer education platforms to improve responsible use and understanding of strains and formats.
AI-powered recommendation engines to match products to individual needs.
Digital health integration, allows patients and doctors to track effects and optimise medical cannabis use.
Verified e-commerce platforms to ensure legal, traceable transactions once regulations allow.
“Tech can close the trust gap in the domestic market,” Siboto said. “Transparency and traceability are crucial for consumer safety and for elevating the industry’s reputation.”
It should be noted that both experts agree that South Africa has the natural resources and entrepreneurial drive to become a global cannabis leader, but only if it adopts a tech-forward approach across cultivation, compliance, and consumer engagement.
“Growers who invest in environmental controls and integrate agri-tech systems are positioning themselves for long-term success,” said Deyzel.
Siboto added: “And as regulation catches up, technology will be the bridge between a fragmented market and a fully-fledged, trusted cannabis economy.”
With billions of rands and thousands of jobs at stake, innovation may well be the key ingredient that transforms South Africa’s cannabis potential into a sustainable, globally competitive industry.