Justin Hartfield, Founder of Weed.de – Interview Series

As Germany implements nationwide cannabis reforms that are still years away in the United States, at best, a platform for cannabis patients to find physicians and established medical pharmacies is necessary. Luckily for German and eventually other European nations’ cannabis patients, such a platform already exists, and it was created partially by the software engineers and entrepreneurs who made the massively utilized platform Weedmaps (MAPS ). For more information about this new platform for German cannabis patients, mycannabis.com had the pleasure of speaking with Justin Hartfield, Founder of Weed.de.

Since it was still a relatively new subject, what topics and aspects of computer science did you study while attending UC Irvine? And what were the most encouraging factors in your decision to attend grad school?

When I was at UC Irvine studying computer science, it was a very different world. The internet was still maturing, and the curriculum was intensely rigorous. To be honest, I found it incredibly challenging. I was always more of a humanities person at heart; I’d get A’s in those classes but struggled with the C’s and D’s in engineering. It was a lot more theory and less of the creative application that I was drawn to. I worked 30 hours a week as a content manager for an in-flight entertainment company, which gave me a practical outlet for my interests in technology and media.

My decision to pursue an MBA at the Merage School of Business was driven by a desire to bridge that gap between my technical background and my entrepreneurial ambitions. I knew that understanding the fundamentals of business, finance, and marketing would be crucial to building something of my own. I wanted to be able to not just build a product, but to build a successful company around it.

What would you say were the most valuable courses in your MBA program at the Merage School of Business? As an entrepreneur and business owner, how did your MBA give you an advantage and additional understanding?

It’s funny you ask that, because my MBA journey didn’t follow the traditional path. I actually dropped out of the program after a couple of years. By that point, Weedmaps was growing so quickly that it was demanding all of my attention. I was getting a real-world MBA in the trenches of a rapidly scaling startup. I was learning more about finance, management, and marketing by running the business than I ever could in a classroom.

That’s not to say the program wasn’t valuable. The foundational knowledge I gained in the early part of my MBA was incredibly helpful in the initial stages of Weedmaps. But the most important lessons for me were the ones I learned through experience. The advantage I had was being able to apply business principles in real-time and see the immediate impact on the company’s growth.

Prior to co-founding Weedmaps, what industries and roles did you work in, and how did those roles better prepare you for co-founding Weedmaps?

Before Weedmaps, my background was firmly in the internet and technology space. I ran my own SEO consulting business, which gave me a deep understanding of how to build and rank websites. That experience was invaluable in the early days of Weedmaps, as it allowed us to gain visibility and attract users in a very organic way. I also worked as a content manager for an in-flight entertainment company called IMS, which taught me a lot about managing and presenting information to a large audience.

These roles were the perfect training ground for Weedmaps. I had the technical skills to build the platform, the marketing knowledge to grow the user base, and the content experience to create a valuable resource for the community. It was the combination of these experiences that allowed me to see the opportunity for a platform like Weedmaps and to execute on that vision.

Because the cannabis industry was still strictly medical only in 2008 and states wouldn’t start recreationally legalizing the plant for another four years, what inspired you to co-found Weedmaps, and what gaps in the industry did the platform initially hope to fill?

The inspiration for Weedmaps came from a very personal place. I was a medical marijuana patient myself in 2008, and I was frustrated by the lack of information available. There was no reliable way to find dispensaries, see their hours, or know what products they had on their menus. It was a huge gap in the market. My friends and I were constantly asking each other for recommendations and information.

I realized that what the industry needed was a “Yelp for cannabis.” A platform where patients could connect with each other, share reviews, and find the information they needed to make informed decisions. With my background in SEO and web development, I knew I could build it. So, I created Weedmaps “just for fun” initially, but it quickly took off and became much more than a side project. It filled a fundamental need in the community for transparency and access to information.

What were some of your regular duties as Chairman of the Board at Weedmaps, and what did that role usually entail? I would imagine that could feel like a professionally uncharted field at times.

Transitioning from CEO to Chairman of the Board in 2016 was a natural evolution for me and for the company. My co-founder, Doug Francis, took over the day-to-day operations as CEO, which allowed me to focus on the bigger picture. My role as Chairman was primarily strategic. I was focused on the long-term vision for the company, industry advocacy, and our role in the broader movement for cannabis legalization.

It was definitely uncharted territory. The cannabis industry was evolving at an incredible pace, and we were navigating a complex and often contradictory legal and regulatory landscape. A big part of my role was to be an ambassador for the company and the industry, working with organizations like NORML and the Marijuana Policy Project to push for sensible cannabis policies. It was about ensuring that Weedmaps was not just a successful business, but also a positive force for change.

Similarly, what were the defining moments that led to Weed.de’s creation? What lack of services and widespread problems did Weed.de hope to solve?

The creation of Weed.de was driven by the same core mission that inspired Weedmaps: to bring transparency, information, and accessibility to the cannabis community. As we saw Germany and other European countries begin to move towards legalization, we recognized the same need for a trusted, centralized platform that we had seen in the US a decade earlier.

With the recent reforms in Germany, there was a clear lack of a comprehensive resource for patients and consumers. People needed a place to find qualified doctors, locate pharmacies with medical cannabis, and learn about the different products and strains available. We wanted to take the lessons we learned from building Weedmaps and apply them to the unique context of the German market, creating a platform that would empower users and help them navigate this new landscape safely and confidently.

How does the Weed.de platform assist prospective customers and medical patients in finding the cannabis products that work best for them?

Weed.de is designed to be a complete guide for the German cannabis user. For medical patients, we provide a directory of over 30 doctors and 242 pharmacies, with live inventory data for over 2,500 medical cannabis products. This means patients can find a doctor, get a prescription, and locate a pharmacy with their specific medication in stock, all on one platform. We also provide detailed information on different cannabis strains and their effects, helping patients and their doctors make informed decisions.

For recreational users and those who are simply curious, we offer a wealth of educational content, from articles on the basics of cannabis to guides on cultivation and consumption. Our motto is “Finde deinen Weg” – “Find your way” – and that’s exactly what we want to help people do. Whether they are seeking relief, relaxation, or just information, Weed.de is there to support them on their journey.

Simultaneously, how does the Weed.de platform provide opportunities for German cannabis business owners to promote their stores and/or products to those potential customers and patients?

Just as with Weedmaps, Weed.de provides a vital connection point between businesses and consumers. For German cannabis businesses, whether they are pharmacies, CBD shops, or the new cannabis social clubs, our platform offers a direct channel to a highly engaged and targeted audience. By listing their business on Weed.de, they can increase their visibility, showcase their products, and connect with patients and customers in their area.

We provide the tools for these businesses to manage their online presence, update their product menus, and communicate with their customers. In a newly legal market, building trust and brand recognition is crucial, and Weed.de provides the platform to do just that. We are committed to helping build a thriving and responsible cannabis industry in Germany, and that starts with supporting the businesses that are at the heart of it.

How would you describe the overall state of the German cannabis market, given how recent the reforms are? Do you see the German market eventually becoming on par with the American market?

The German cannabis market is in a fascinating and pivotal stage. It’s one of the most exciting markets in the world right now. The recent legalization is a monumental step, but it’s just the beginning. The current model, with its focus on medical cannabis, personal cultivation, and non-profit social clubs, is very different from the commercialized, state-by-state approach we’ve seen in the US.

I absolutely see the German market becoming a global powerhouse, but I don’t think it will be a mirror image of the American market. Germany is taking a more cautious, regulated, and health-oriented approach, which I think is very smart. It reflects a different set of cultural and political priorities. In the long run, I expect to see a move towards a regulated commercial market, but it will likely be with a stronger emphasis on social responsibility and public health than what we’ve seen in some parts of the US. Germany has the potential to create a model for cannabis legalization that is both economically successful and socially conscious.

What are some exciting upcoming plans for both the Weed.de platform and the German cannabis industry as a whole?

For Weed.de, our focus is on continuing to build out our platform and serve the growing German cannabis community. We are constantly adding new features, expanding our network of doctors and pharmacies, and creating more educational content. We see a huge opportunity to become the go-to resource for everything cannabis-related in Germany and, eventually, across Europe.

For the German industry as a whole, the future is incredibly bright. We’re going to see a wave of innovation in products, services, and technology. The market is still in its infancy, but the potential for growth is enormous. It’s a historic moment, and I’m thrilled to be a part of it, helping to shape a new era of cannabis in Germany and beyond.

Thank you for joining us, Justin! For more information on the Weed.de platform, please visit its website.