As Europe’s medical cannabis market matures, a new category of operator is beginning to emerge. One focused not simply on cultivation, distribution or brands, but on something significantly larger: intelligent infrastructure.

One of the clearest examples is the evolution of Green Success into BH Labs, the new infrastructure platform led by entrepreneur Yuval Soiref. 

What began as a highly successful cannabis execution platform is now evolving into what the company describes as the first AI centric operational infrastructure layer built specifically for the cannabis industry. The vision combines supply infrastructure, telemedicine, patient acquisition, marketplace systems, AI driven analytics, operational intelligence, performance marketing, branding and scalable healthcare infrastructure into one integrated ecosystem.  

According to Soiref, cannabis is only the first deployment layer.

Soiref’s relationship with the cannabis industry dates back to 2013, when he and his family became early investors in MedReleaf, one of Canada’s most successful medical cannabis companies and eventually one of the largest exits in the sector.  

According to Soiref, witnessing the early evolution of the Canadian market gave him a long-term perspective on how regulated cannabis industries mature, consolidate and scale over time.

“Being exposed to the Canadian market that early taught me a lot,” says Soiref. “I was able to observe the first real institutional cannabis market develop in real time, from cultivation and genetics all the way to branding, distribution, public markets and large-scale exits.”  

Over the following decade, Soiref focused on understanding how many of those same patterns would eventually emerge across Europe.

“The opportunity was never only cannabis itself,” he says. “It was understanding the infrastructure behind the industry, patient acquisition, operational scalability, telemedicine, data, branding, performance marketing and intelligent systems.”  

Part of what makes the BH Labs story unusual is Soiref’s background itself.

Long before entering the cannabis industry, Soiref had already spent nearly two decades immersed in technology, cybersecurity and computer systems. According to people close to the company, his relationship with technology began at an unusually early age, with Soiref actively involved in cybersecurity and computer infrastructure from around the age of ten.  

That background would later become highly relevant as AI systems, telemedicine, operational automation, data infrastructure and healthcare technology began converging globally.  

Unlike many traditional cannabis operators entering technology only recently, Soiref is viewed internally as an AI native and systems-oriented founder.

“The transition toward AI infrastructure happened naturally for us because technology thinking was already embedded into how we operated,” says Soiref. “The advancement of AI, telemedicine, data systems and performance marketing accelerated a direction we already believed the industry would move toward.”  

Green Success initially became recognised through the successful deployment of major cannabis brands, including Tyson 2.0, Seed Junky, Cali X, Packs, Topz N Popz and multiple premium California genetics platforms, into regulated European medical markets. 

But according to Soiref, the real breakthrough happened behind the scenes.

Over several years operating across Germany, the UK and international supply routes, the company accumulated operational experience across GMP supply chains, pharmacies, telemedicine, patient onboarding, compliance, distribution, marketplace systems, performance marketing, pricing behaviour and healthcare infrastructure bottlenecks.  

What emerged from that process was a broader realisation: the cannabis industry remained deeply fragmented.

“Cultivators focused only on cultivation. Telemedicine companies focused only on patients. Distributors focused only on logistics. Pharmacies focused only on dispensing,” says Soiref. “Everybody controlled one isolated layer of the value chain, but very few companies were actually building the intelligent infrastructure connecting everything together.”  

That insight became the foundation for BH Labs.

Today, BH Labs is being developed as a consolidated AI-centric infrastructure platform integrating Germany and UK supply infrastructure, telemedicine, patient acquisition, marketplace systems, distribution, operational analytics, performance marketing and AI-driven workflow coordination. 

The company’s infrastructure now spans multiple operating layers across Germany, the UK, Cyprus and international supply corridors.  

Its next major public launch phase revolves around ZAZA.

ZAZAMED Germany is now entering launch stage, while additional UK infrastructure is simultaneously being developed through Better Health Medical and ZAZAMED UK. 

Rather than operating as a traditional clinic or pharmacy, ZAZA is being developed as a patient access and marketplace ecosystem intended to simplify and modernise navigation across the medical cannabis patient journey.

The platform is designed to connect patient onboarding, telemedicine access, product discovery, pharmacy fulfilment, education and recurring patient engagement into one integrated experience. 

According to Soiref, this represents a broader transition happening across the industry itself.

“Historically, the industry focused heavily on kilograms,” he says. “The next phase will focus on patient acquisition, patient retention, operational intelligence and intelligent healthcare infrastructure.”  

According to Soiref, BH Labs is not being structured as a traditional cannabis holding company.

Instead, the company is being built as an operating system layer for regulated healthcare infrastructure. The objective is to create an ecosystem capable of connecting and coordinating telemedicine, patient acquisition, distribution, marketplace systems, pharmacies, supply infrastructure, brands, performance marketing, operational analytics and AI-driven workflow systems into one unified operational environment. 

“BH Labs is effectively becoming an operating system,” says Soiref. “The goal is not simply to own separate companies. The goal is to connect infrastructure, patient access, data, operational intelligence and execution into one coordinated ecosystem.”  

According to the company, this operating system approach allows BH Labs to function differently from traditional cannabis businesses, many of which still operate through fragmented and disconnected structures.

Rather than scaling through isolated business units, BH Labs is focused on building interconnected infrastructure across:

• ZAZAMED Germany Telemedicine

• Better Health Medical UK

• ZAZAMED UK Clinic

• supply and GMP routing systems

• distribution infrastructure

• marketplace technology

• AI-assisted operational coordination  

Internally, the company views AI not simply as a tool, but as a coordination layer sitting across the operating system itself.  

The company believes this model allows faster execution, leaner operations, stronger scalability, more efficient coordination, improved operational visibility and better long-term infrastructure economics. 

“The old cannabis model was fragmented,” says Soiref. “We are building interconnected infrastructure capable of scaling intelligently across multiple healthcare layers.”  

Perhaps the most unusual aspect of BH Labs is the integration of what the company describes as an external AI operational brain layer.  

Unlike many companies currently applying AI superficially through marketing tools or customer service automation, BH Labs is positioning AI as the operational intelligence core of the organisation itself. Internally, the company has already developed systems designed to support:

• workflow coordination

• sales tracking

• operational analytics

• performance optimisation

• communication intelligence

• meeting and transcript analysis

• market monitoring

• supply synchronisation

• performance marketing optimisation

• strategic decision making across the ecosystem   

The infrastructure continuously aggregates and analyses operational data flowing across multiple layers of the business.

According to BH Labs, the objective is not to replace human operators but to amplify operational capability and scalability. “AI inside BH Labs is not doing the work for us,” says Soiref. “It improves execution, scalability, coordination, visibility and decision making across the ecosystem.” 

The company also believes future healthcare infrastructure businesses will increasingly rely on:

• predictive analytics

• operational intelligence

• AI-assisted optimisation

• data aggregation

• workflow automation

• scalable intelligent infrastructure systems   

“This is not simply using standard AI tools internally,” says Soiref. “We built an AI native operational layer around the business itself, a system specifically designed to improve coordination, performance, scalability and operational intelligence across the entire organisation.”  

One of the more disruptive aspects of the BH Labs thesis is its rejection of traditional cannabis organisational structures. Many operators in the industry still rely on large, fragmented teams, disconnected workflows, excessive overhead and operational systems built for an earlier generation of business. BH Labs believes the next generation of operators will look fundamentally different.

“The future cannabis company will not necessarily be the one with the biggest cultivation footprint or the largest number of employees,” says Soiref. “It will be the company with the most intelligent infrastructure.”  

Instead of scaling through massive organisational growth, the company is focused on lean AI-first operational structures. That includes recruiting operators capable of working inside AI-assisted environments where technology amplifies human performance rather than replacing it. 

“We are entering a new era of entrepreneurship,” says Soiref. “You no longer need hundreds of employees to build a scalable global platform. You need key people in the right regulatory and operational positions, combined with intelligent systems capable of improving execution and scalability.” 

As public markets continue to reassess cannabis business models globally, many operators are now under pressure to improve efficiency, reduce overhead and build more sustainable economics.

In that environment, BH Labs represents a different type of company entirely, one attempting to merge:

• regulated healthcare infrastructure

• patient acquisition

• telemedicine

• marketplace ecosystems

• AI driven analytics

• operational intelligence

• scalable healthtech systems   

For Soiref, the cannabis industry represents only the first deployment layer.

“Cannabis gave us the opportunity to build and test the infrastructure,” he says. “But the larger vision is much bigger. The future belongs to intelligent healthcare ecosystems powered by AI, operational intelligence and scalable patient infrastructure.”  

As BH Labs prepares for its next phase of expansion across Europe, the company is increasingly positioning itself not simply as a cannabis operator but as one of the first companies attempting to build AI infrastructure for the future of regulated healthcare.