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One of the largest cannabis seed sellers in the world is taking shots at Germany’s street dealers with ads poking fun at poop-contaminated weed, while the company also plants new stakes in Africa.

Royal Queen Seeds launched billboard and street-level ads across Berlin, Hamburg and Cologne featuring political lookalikes and attention-grabbing slogans addressing studies showing widespread contamination in Germany’s illegal weed supply.

“We are very proud to be the first cannabis company to launch a marketing campaign like this in Germany,” RQS President Shai Ramsahai told Green Market Report in an interview. “Everyone speaks about it because especially the political pictures.”

The campaign, called “Germany, Let’s Grow!”, landed as Germany implements new laws allowing home cultivation and cannabis social clubs. One ad references a shocking study that found 65% of Berlin’s illegal cannabis contains fecal contamination, using the slogan “Good Shit Without Shit.”

Under the new system, consumers must join clubs to purchase cannabis, but early sales suggest Germans are embracing both options, Ramsahai said. “What we see (from) most people, they will be a member of a club and they do home growing at the same time… because at the club you only have choose, let’s say 10, maybe 12 different varieties. And in our catalog, you can choose over the 150 varieties.”

The Dutch company claims about 34% market share in global cannabis seed sales, based on recent internal research. He said that while it “was quite a shock…we are very happy with that number.”

Started by Ramsahai’s father 16 years ago in the Netherlands after running a Holland-based cannabis magazine called High Life, RQS evolved from European seed bank to global brand. The company in 2023 introduced F1 hybrid cannabis seeds that provide more consistent results for growers.

“One of the F1 hybrids, I think the Titan F1, is the second bestseller in the Royal Queen Seeds catalog so far right now,” he said. “It’s really taking off right now with F1 hybrids.”

“If you normally buy a pack of five White Widows, for example, you will get… some are taller, a little bit smaller. There is a difference between THC level between the plants,” Ramsahai explained. “If you buy an F1 hybrid, they’re all the same height, same yield, same taste, same THC level.”

Alongside its German push, RQS announced plans to open its first store in Durban, South Africa, this week – its fifth location globally after Amsterdam, Bangkok, Barcelona and New York.

“A lot of companies, they forget Africa. And not only companies, but also events,” Ramsahai said. “But we want to show the love to the African people to start your company and try to be successful and try to create jobs as well.”

He said the goal is to have a presence on every continent. The German campaign represents one of Europe’s largest cannabis marketing efforts to date, targeting an illicit market estimated at over $14 billion annually. The German reforms could see huge economic impact, with expectations of “27,000 new jobs in the cannabis industry and… potential of annual tax revenue of 1.8 billion,” Ramsahai noted.

For Ramsahai, expansion into new markets follows a simple rule: “It depends on the law… if the law was not changed, then it doesn’t make sense to go there.”