Chair since 2019, active in the public domain since 2013 — from municipal tolerance conditions to the cannabis experiment and the international dialogue on regulation.
About
Who is Simone van Breda?
Who is Simone
Chair of the Bond van Cannabisdetaillisten (BCD). Since 2013 I've worked on the strategic, legal and political questions around coffeeshops, the controlled cannabis supply chain experiment and the road to legalisation, connecting entrepreneurs, industry bodies, municipalities and international partners.
Simone's core areas
Leadership and strategic communications management
Leading teams and developing strategic communication plans aimed at achieving organisational goals, both internally and externally.
Policy and implementation
Translating complex laws and regulations into clear, accessible communication, including rewriting policy and legal texts into B1-Dutch for broader understanding.
Stakeholder management and networks
Building and maintaining strong relationships with government bodies, policy makers and stakeholders on local, national and European level.
Research and analysis
Conducting market research, client and satisfaction surveys, and analysing legislation and policy to gain insights that inform strategic decision-making and advocacy.
Strategic communication in complex situations
Managing communication around sensitive and complex societal topics, with a focus on transparency and maintaining trust.
The story
How I got involved in the coffeeshop file
Since 2013 I've worked on complex questions, collaborating effectively with diverse audiences. By listening carefully and asking the right questions, I bridge different interests and perspectives. A thorough analysis of the legal framework and political context is always my starting point. With a creative eye for opportunities, I quickly translate them into concrete actions. Where necessary — for instance to convince a city council or other stakeholders — I provide solid grounding through research and facts.
Engaging stakeholders through focus discussions, member meetings and clear communication ensures plans are broadly supported and stay focused on results. Communication plays a central role. I write professional content, manage internal and external communication channels, and reduce complex topics to their essence. My experience in media, advocacy and on local, national and European level allows me to build lasting connections and present strong, substantive plans.
With my analytical, focused and creative approach, I quickly get to the core of issues and work toward solutions that are both practical and strategically well-founded.
Timeline
Career and milestones
From communications work at the municipality of Amstelveen, via Het Strategiebureau (2013) and twelve years in the coffeeshop file, to the chairmanship of the BCD (2019) and the founding of the Recreational Cannabis Foundation (2025).
2026
Calculation model for the maximum number of coffeeshops
Development of a substantiated calculation model for the maximum number of coffeeshops per municipality; recorded under i-DEPOT 157925 (25-02-2026).
2025 – present
Founder, Recreational Cannabis Foundation
International foundation focused on normalising and regulating recreational cannabis use, with partners in Europe, the Middle East and South Africa.
2025 – present
Worldline file — card payments for coffeeshops
Driving force and contact in the file on card payments at coffeeshops; talks with banks, Worldline, NVB and politicians.
2025 – present
Scarce licences — coffeeshop sector
Policy analysis and advocacy on scarce licences in the coffeeshop sector: legal line, municipal practice and advisory work.
2024 – present
Residency criterion & Amsterdam coalition agreement
Substantive input and public commentary on the residency criterion (i-criterium) and its implementation in the Amsterdam coalition agreement.
2024
Candidate, European elections — Meer Directe Democratie
Independent candidate for MDD; cannabis legalisation in the EU as top priority.
2022 – present
Union of Cannabis Retailers (UCR)
Initiator of an international platform connecting practical cannabis retail knowledge with policymakers in the Netherlands, the EU and beyond.
2021 – present
Support Rhodes
Own company bringing fair-priced, fair-trade olive oil from Rhodes to the Netherlands.
2020 – present
Wietexperiment.com
Initiator and project lead of Wietexperiment.com — the central information source on the Closed Coffeeshop Chain Experiment.
2020 – 2023
De Corporatie — Closed Coffeeshop Chain Experiment
Initiator and project lead of an application for a cultivation licence within the cannabis experiment: partnership network, legislation and policy analysis.
2018 – present
Bond van Cannabisdetaillisten (BCD)
Board member (2018), interim chair (2019) and chair since 2019. Professionalised the organisation with an annual plan, working groups and local chapters; presented banking-access research to major banks, the NVB, parliament and three ministries.
2018 – present
Social domain & Wmo — MijnOndersteuning.nl
Judith has worked with me since 2018; through Het Strategiebureau we continuously develop products and provide support within the social domain, including MijnOndersteuning.nl — a platform helping residents find their way through the Wmo and related schemes.
2016 – 2018
Wmo-Wijzer B.V.
Relationship & communications manager and later strategic adviser. Under my guidance, Wmo-Wijzer grew into a national knowledge centre with around 50 professionals; set up the Wmo-Wijzer newspaper.
2016 – 2018
Brentano Amstelveen
Interim communications adviser and interim recruiter: new website, online communications strategy and selection procedures in elderly care.
2015 – 2017
Found B.V.
Project manager and freelance communications manager — project management, account support, content management and social media.
2013 – present
Founder, Het Strategiebureau
Started as SiSo Media with social media training and communications advice. Grown into a strategic advisory firm and small-scale secondment agency for complex files in regulated sectors.
2013 – 2014
Communications officer, municipality of Amstelveen
Communications work at the municipality of Amstelveen.
2009 – 2013
Bachelor's in Business Administration (HvA)
Business Administration MER with law and public administration subjects, minor in City Marketing and specialisation in strategy and management.
Other work
Board roles, businesses and side activities
Alongside chairing the BCD, I run Het Strategiebureau, sit on the board of the Recreational Cannabis Foundation, run Support Rhodes (olive oil from Rhodes) and am involved with MijnOndersteuning.nl in the social domain.
Advisory firm
Het Strategiebureau
Founder (since 2013)
Own strategic advisory firm and small-scale secondment agency for compliance, licensing, public affairs and organisational development — NL & EU.
ViewTrade association
Bond van Cannabisdetaillisten (BCD)
Chair (since 2019)
Advocacy for coffeeshops towards government, politicians, banks and the press — The Hague, municipalities and Brussels.
Foundation · ANBI
Recreational Cannabis Foundation
Founder (2025)
International foundation for normalising and regulating recreational cannabis use, with partners in Europe, the Middle East and South Africa.
ViewPlatform
Union of Cannabis Retailers (UCR)
Initiator (NL · EU · Global)
Informal working group connecting practical retail knowledge with policymakers worldwide.
Business
Support Rhodes
Owner (since 2021)
Fair-priced, fair-trade olive oil from Rhodes in the Netherlands.
ViewPolitics
Meer Directe Democratie (MDD)
Candidate, 2024 European elections
Independent candidate for MDD with cannabis legalisation in the EU as top priority.
Initiative
Wietexperiment.com
Initiator & project lead
Central information source on the Closed Coffeeshop Chain Experiment.
ViewSocial domain
MijnOndersteuning.nl
Collaboration with Judith (since 2018)
Platform helping residents navigate the Wmo and related schemes; Judith and I continuously develop products and provide support within the social domain through Het Strategiebureau.
ViewSpeaker · Media
Keynotes, panels & podcasts
Speaker
TEDx Amsterdam, Cannabis Europa, ICS Cape Town, panels in Vienna and Brussels.
ViewExpertise and cases
What Simone works on
Since 2019, Simone van Breda has chaired the Bond van Cannabis Detaillisten (Dutch Association of Cannabis Retailers, BCD), the trade association for coffeeshop entrepreneurs. She also works as a strategic adviser through Het Strategiebureau, which she founded in 2013. In both roles she focuses on coffeeshop policy and cannabis regulation in the Netherlands.
- Local coffeeshop policy and municipal drugs policy. Advice and information for municipalities, councils and mayors on tolerance conditions, licensing and enforcement. Read how this information provision works in practice.
- Closed coffeeshop chain experiment (cannabis experiment). Involved in supporting participating entrepreneurs and communications around the experiment. View the case file.
- Scarce coffeeshop licences. Legal substantiation and guidance on the allocation and duration of scarce licences. View the case file.
- Residency criterion. Work on the application of the residency criterion (i-criterium) and its effects on the local situation. View the case file.
- Payment processing for coffeeshops. Talks with banks and payment service providers on access to regular payment processing. View the case file.
- Methodology for the maximum number of coffeeshops. Developer of a calculation method municipalities can use to substantiate the maximum number of coffeeshops. The method is explained at rekenmethodecoffeeshops.nl and in the project file.
Strategic advice and case coordination. Through Het Strategiebureau, Simone is available for paid work with entrepreneurs, trade associations and municipalities: licensing and location files, support with KYC and banking questions, policy analysis, case strategy and stakeholder processes. She builds a traceable case file and, where needed, coordinates the involvement of an accountant, lawyer or other specialist. Concrete assignments run via the services of Het Strategiebureau.
The BCD chairmanship is listed on the BCD's about-us page. Organisational content for the BCD is published on coffeeshopbond.nl; this site is the personal source for her work and publications.
In the press
Media appearances & publications
A selection of interviews, podcasts and publications — a full overview is on the news page.
All media & publications- TEDx AmsterdamWhy we need to talk about recreational cannabis2024
- NRCInterviews on the cannabis experiment and the future of the Dutch model
- NOS / NieuwsuurCommentary on banking-access issues, tolerance policy and the residency criterion
- BNR NieuwsradioGuest on coffeeshop policy and cannabis regulation
- Cannabis Europa · ICSKeynotes and panels at international cannabis conferences
- UN Commission on Narcotic Drugs (Vienna)Contributions to international policy dialogue on behalf of the RCF
NOT ABOUT BUT WITH
Connecting perspectives
I bring complex questions back to their core. By actively engaging stakeholders — nationally and internationally — I translate diverse needs and perspectives into concrete and workable solutions.
My strength lies in understanding the real challenges behind a problem. By asking the right questions and facilitating dialogue — both physical and digital — I create collaboration and transparency. Engaging all stakeholders is essential to realise sustainable, broadly supported strategies.
Speaker & media
Speaking Engagements, Keynotes & Podcasts
An ongoing series of keynotes, panels, TED stages and podcasts — nationally and internationally — on regulation, consumer rights and the Dutch coffeeshop model.
Advice
Advice and support
- →Advice on regulation and policy development
- →Developing strategic plans
- →Guiding legal proceedings
- →Chairing and organising meetings
- →Speaking at national and international events
- →Developing communication strategies
- →Guiding research projects
- →Building political and societal networks
- →Analysing political developments
- →Internal and external communication
- →Online communication and social media management
- →Project management
- →Initiatives for (client and citizen) engagement
- →Identifying and seizing opportunities
- →Developing sustainable solutions
Working with government bodies, civil society organisations and commercial businesses that need strategic advice and guidance to navigate changing regulation and market conditions.
Strategic insight and communication skills, combined with the ability to spot opportunities and design sustainable solutions, make for a reliable partner across diverse projects and challenges.
Want to know more about the possibilities? Get in touch and book a free introduction call.
