Regulatory ambition has slowed in many markets, timelines are shifting, and expectations are being reset. Switzerland is different – not because it is moving fastest, but because it is moving deliberately.
Pure has grown within this reality. Not by waiting for a single legal breakthrough, but by building credibility, capability and trust over time. From early CBD market development to today’s pilot projects, medical cannabis and advanced genetics research, Pure has focused on doing things properly – even when shortcuts were tempting.
This story looks at why Switzerland is becoming Europe’s reference market, how Pure and Puregene have positioned themselves as trusted partners for regulators and industry alike, and why long-term thinking, science and compliance are now becoming decisive competitive advantages.
It is not a story about hype or promises.
It is a story about building a cannabis company that works today – and still matters tomorrow.