Over the last 9 years, Product Earth has cemented itself as the UK’s biggest event celebrating cannabis culture. Launched in 2015 as an alternative hemp trade expo, Product Earth has evolved and morphed as the regulatory and cultural landscape around it has shifted.
2024 is no exception, with big changes afoot. Along the way, the event has called many places home; Birmingham, Peterborough and Coventry have all hosted Product Earth in the past, cities all located centrally in the UK. Now, after three years at the National Agricultural and Exhibition Centre (NAEC), the event is on the move again, this time to the country’s capital, London. Taking over the gigantic disused industrial space Drumsheds on the 7th and 8th of September, this year’s Product Earth will look remarkably different from its inception.
“The past three years at the NAEC have been amazing,” says Matt Clifton, Product Earth CEO. “While Coventry is geographically central to the UK, it isn’t close to any large populations. With the vast audience in London, we have a golden opportunity to share the secret sauce that thousands have come to love each year.”
2024 is proving to be a tough year for events across the board. Over 50 UK live music festivals have this year cancelled or announced they will no longer continue into 2025, so it’s no surprise that Product Earth wants to capitalise on London’s population and accessibility. The organisers also feel there is a strategic benefit in bringing the show to the country’s capital after the General Election. “It’s a prime opportunity to influence policymakers and demonstrate what a fully legal or decriminalised market could look like. Improving patient access, promoting social clubs, and advocating for grow-your-own (GYO) initiatives are all on our agenda,” Matt says.
While the new venue provides significant opportunities for Product Earth, people are naturally reluctant when it comes to change. Some attendees of past events expressed doubts about the new location, ranging from increased travel costs to a need for increased security, but Matt reassured leafie that the company had considered these concerns when thinking about the new location. “Safety and security are paramount, and although we’ve never had issues at the show, growth can strain these aspects. That’s why we’re investing in enhanced security measures to ensure our patrons’ privacy and safety, which remain our top priorities.”
Questions too were raised by some about corporate cannabis creeping into an event with a strong connection to the grassroots cannabis movement. Lead sponsor Curaleaf’s parent company in the US was reported lobbying against homegrown cannabis legalisation in New York. While there is no evidence of Curaleaf standing against GYO in the UK, some activists felt uneasy about the connection.
While significant changes to any popular event will always be met with some pushback, the organisers promise attendees that many loved features from the NAEC will still be a part of the latest iteration of Product Earth. The glass-blowing zone, food demo zone and food village will all return this year, and the new venue will feature a consumption lounge where patients can medicate comfortably.
The NAEC was fantastic, but as we grow, we need a venue that reflects the credibility of Product Earth.
Alongside the geographical shift, Product Earth is broadening its scope to become an all-encompassing health expo, showcasing more natural medicines with the aim of attracting a broader crowd. As well as championing CBD, hemp and cannabis, nootropics, natural supplements and mushrooms are moving up the bill. Seminars and talks will cover a wider breadth of subjects, while the entertainment aspect of the much loved After Dark camping experience now happens during a daytime party, featuring performances from the likes of Top Cat, Scott Garcia, Artful Dodger, Ratpack, Uncle Dugs, MC Vapour and others.
As cannabis evolves in the UK, so do the events and businesses that make up an industry that lags far behind other countries. Ultimately, it’s this need for change and growth that is driving the move to the new venue. “The NAEC was fantastic,” says Matt, “but as we grow, we need a venue that reflects the credibility of Product Earth. London offers the perfect backdrop for our evolving needs.”
Interested in attending Product Earth this year? leafie readers can get a 10% discount on tickets using this link: www.eventbrite.co.uk/e/796781172937/?discount=leafie
