Interest is running very high among cannabis entrepreneurs looking to capitalize on the prospect of an expanded European cannabis market. Europe is home to more than 740 million people, a population more than double the roughly 360 million people that live in the United States and Canada – the two largest cannabis markets today. If we accept that legal cannabis sales in the United States could reach $75 billion by 2030 – a recent estimate from Cowen, an investment banking and research firm that covers the cannabis industry – then extrapolating that number to account for Europe’s much larger population offers a crystal-clear reason why established cannabis companies in Canada and the United States are now turning their attention to Europe.