The Green Hub

What The Green Hub does

The Green Hub is a Cannabis Innovation Hub and startup accelerator headquartered in São Paulo, Brazil, founded in 2016 by Marcel Grecco, Alex Lucena, and Marcelo de Vita Grecco. The company operates across four strategic areas: specialized consulting (regulatory compliance, business development, market entry, innovation programs, international expansion, and investment structuring), partnership development (equity partnerships, success fees, revenue sharing), market intelligence (five proprietary reports published in 2018, 2019, 2021, 2022, and 2024), and innovation projects (startup acceleration through the BRA HOLDING structure, which encompasses CEC and Anella). The Green Hub has completed over 50 consulting projects across the financial, agricultural, pharmaceutical, scientific, logistics, and technology sectors, and has accelerated 15+ portfolio companies including health-tech, biotech, fintech, blockchain, and industrial hemp ventures.

The underlying business model is a hybrid of boutique professional services and venture acceleration, with three revenue streams: consulting fees for strategic advisory engagements, equity participation and success fees from startup partnerships, and returns from accelerating and co-developing portfolio companies. The company has no proprietary software platform, algorithm, or technical architecture; its technology stack consists of a content website, blog, partner registration portal, and event management for flagship gatherings such as Cannabis Thinking (held in 2020, 2021, and 2023) and Demo Day startup showcases. It is not a technology product company in the conventional sense. The firm operates with 1-10 employees, making it a lean boutique operation rather than a scaled consultancy.

The Green Hub's go-to-market is sales-led and event-driven, targeting C-level decision-makers, directors, and managers across sectors interested in entering the cannabis ecosystem. Marketing channels include an active blog, downloadable proprietary reports, email and WhatsApp newsletters, earned media coverage (Forbes, Folha de S. Paulo, Estadão, ISTOÉ Dinheiro), Instagram presence, and flagship events. Customer acquisition occurs primarily through the website contact form and event registrations. Key strategic partnerships include a 2020 collaboration with Merck (MSD) for an international startup call and ongoing alliances with media outlets and innovation consultancies. The company's primary geographic focus is Brazil, with stated but limited operations in Latin America, USA, Canada, Israel, and Uruguay.

Name

The Green Hub

Legal name

The Green Hub

Website

https://thegreenhub.com.br

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

The Green Hub is a São Paulo-based Cannabis Innovation Hub and boutique startup accelerator founded in 2016, offering strategic consulting, market intelligence, and equity-based partnerships to companies and entrepreneurs entering the Brazilian and Latin American cannabis sector across medicinal and industrial applications.

Ownership category

akta.pro rank

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Strategic Consulting Services: The company offers specialized consulting across four strategic areas: Regulatory Compliance Consulting, Business Development, Market Entry, Innovation Programs, International Expansion & Agreements, and Investment Structuring. Revenue is generated through professional services fees charged to companies seeking guidance in the global cannabis market.
2. Partnership Revenue Models: The company engages in equity partnerships, success fees, and revenue sharing arrangements with startups and companies in the cannabis ecosystem. These partnership models generate returns through equity stakes, milestone-based fees, and ongoing revenue participation.
3. Startup Acceleration: The Green Hub accelerates cannabis startups, having founded and validated its model through proprietary startups such as CEC and Anella. The acceleration program selects and invests in startups via a partnership with Merck, generating returns through equity and co-development.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Green Hub operates a Cannabis Innovation Hub delivering strategic consulting, partnership development, market intelligence, and innovation project services for companies in the global cannabis sector. It has completed over 50 consulting projects across financial, agricultural, pharmaceutical, scientific, logistics, and technology sectors, while running a startup accelerator that has produced proprietary spin-offs including CEC (Centro de Excelência Canabinoide) and Anella. Revenue is generated through professional services fees, equity-based partnerships, success fees, revenue sharing, and event-driven engagement with entrepreneurs and investors.

Product overview

The Green Hub is a Cannabis Innovation Hub and startup accelerator that operates as a platform-plus-services model, offering strategic consulting, market intelligence reports, partnership development, and innovation projects. The company accelerates cannabis startups through its acceleration program, having launched internally-developed startups including CEC (Centro de Excelência Canabinoide) and Anella. The company also publishes proprietary market research reports on cannabis trends and hosts industry events such as Cannabis Thinking and Demo Day to connect entrepreneurs, investors, and specialists in the global cannabis ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Consulting (Consultoria Estratégica) Strategic consulting services delivering market analysis, personalized strategy development, regulatory compliance guidance, and growth planning for companies entering or expanding in the medicinal cannabis market.
• Partnership Development (Desenvolvimento de Parcerias) Strategic partnership development services including equity partnerships, success fees, and revenue sharing models that connect clients with opportunities in the global cannabis ecosystem.
• Market Intelligence (Inteligência de Mercado) Market intelligence services producing proprietary research reports on medicinal cannabis trends in Brazil, the Latin America market panorama, and industrial hemp analysis.
• Innovation Projects (Projetos de Inovação) Innovation project services for cannabis-sector startups, including acceleration programs, startup incubation, and development of internal spin-off ventures.
• CEC - Centro de Excelência Canabinoide Cannabinoid excellence center providing humanized medicine and multidisciplinary medicinal cannabis treatment, including a patient journey platform (CEC Medical), educational content (CEC Learn), a medical professional marketplace (CEC Academy), and a scientific research channel (CEC Science).
• Anella Software application designed to guide physicians on optimal cannabis-based treatments and create a digital communication channel between physicians and patients.
• Cannabis Thinking Annual event hosted by The Green Hub connecting professionals and stakeholders in the medicinal cannabis market, featuring international speakers, workshops, immersive activities, and startup showcases.
• Demo Day

Quantifiable outcome

• Over 50 strategic consulting projects delivered across financial, agricultural, pharmaceutical, scientific, logistics, and technology sectors
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• MerckcoreStrategic or Co-development Partner · 1 January 2020The Green Hub partnered with Merck (MSD) to open an international startup call targeting creative projects for the Brazilian cannabis market. Selected startups gain access to benefits including mentorship, market access, and development support through the accelerator program. The partnership leverages Merck's healthcare expertise and The Green Hub's cannabis ecosystem positioning.
• BRA HOLDINGcoreOthersBRA HOLDING is the parent holding company that encompasses The Green Hub, CEC (Centro de Excelência Canabinoide), and ANELLA. Marcel Grecco founded BRA HOLDING in 2017 and oversees the creation and development of all three startups from this holding structure.
• Folha de S. PaulominorOthersFolha de S. Paulo partnered with The Green Hub to produce content about the cannabis market, including articles on impact investors and the sector's business landscape. This collaboration generated editorial coverage positioning The Green Hub as a thought leader in the Brazilian cannabis space.
• Estúdio NômademinorStrategic or Co-development PartnerEstúdio Nômade, an innovation and new business development consultancy, partnered with The Green Hub to facilitate immersive workshop activities at the Cannabis Thinking event. The studio contributed design thinking, collaborative design, meta-design, and design thinking methodologies to help startup groups develop innovative ideas during the event.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• New Frontier Data: Cannabis market intelligence and data firm that has partnered with The Green Hub on Brazil market sizing (R$ 4.7B/year). Directly comparable as a research-and-data-driven cannabis advisory in the same emerging-market category.
• Prohibition Partners: Cannabis market intelligence and consultancy covering Europe, North America, and emerging markets. Comparable as a cannabis-focused strategy advisory and research publisher serving corporates entering the cannabis space.
• BDSA (now part of Hytn): Cannabis market research and data analytics firm selling intelligence to operators and investors. Comparable in product type (cannabis market data and consulting) and target buyer profile.
• Kaya Mind: Cannabis industry data and insights provider with LATAM coverage. Comparable as a cannabis-focused data/insights company targeting the same operator and investor buyer.
• CannaBiz Media: Cannabis business media, events, and community platform. Comparable in event-driven go-to-market, content publishing, and ecosystem-building, though with different geographic focus.
• GreenWave Advisors: Cannabis-focused strategic advisory firm serving operators, investors, and ancillary companies. Directly comparable as a specialist cannabis consultancy with similar service lines.

Emerging players

• MJ Holdings: Cannabis consulting and venture builder operating in multiple U.S. state markets. Comparable as a hybrid cannabis advisory/incubation platform though focused on U.S. operations.

Broad incumbents

• Tilray Brands: Large global cannabis operator with research, branding, and corporate development functions. Comparable as a deep-pocketed incumbent that competes for the same corporate cannabis strategy mandates.
• Canopy Growth: Major global cannabis company with corporate development and market intelligence capabilities. Comparable as a broad incumbent whose strategy and BD functions overlap with The Green Hub's consulting remit.

Regional players

• HempMeds Brasil: Brazil-focused cannabis brand and operator with regulatory and commercial expertise in the local market. Comparable as a Brazil-cannabis incumbent whose market presence The Green Hub often supports or competes against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/TheGreenHub1

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Green Hub