As cannabis consumer tastes evolve, industry must look past potency

(This is a contributed guest column.To be considered as an MJBizDaily guest columnist, please submit your request here.) Chris O’Ferrell (Courtesy photo)For years, the cannabis industry has been shaped by a singular focus: THC potency.

Store menus highlight percentages, consumers chase high numbers, and many strains have been bred to maximize THC content at the expense of other characteristics.But is that truly what makes marijuana special? Beyond THC levels, branding, packaging and promotions heavily influence consumer choices.

ADVERTISEMENT The classic $200-per-ounce deal has evolved into a $100 mix-and-match special, allowing consumers to explore a variety of terpene profiles and effects.Just as craft beer enthusiasts appreciate curated tasting flights, cannabis enthusiasts now seek diversity in their experiences.

Keeping up with industry trends while maintaining quality is crucial for businesses navigating this rapidly shifting landscape.Shift in genetic selection Historically, marijuana breeding focused on aroma, flavor and nuanced effects.

Luca Boldrini (Courtesy photo)Strains were selected for their distinct terpene profiles, from sweet and floral to earthy and gassy.However, widespread lab testing and commercialization shifted the focus almost entirely to THC content, leading to a homogenization of available genetics.

This change has had a profound impact on the market.While rigorous lab testing is essential for ensuring safety, emphasis on THC has overshadowed the complexity of the entourage effect – the synergy between cannabinoids, terpenes and other compounds that define a strain’s experience.

Researchers such as the late Raphael Mechoulam have studied this interplay for decades, revealing that THC is only one piece of the puzzle. ADVERTISEMENT Value of high-THC strains Despite the drawbacks of an industry fixated on THC, high-potency strains ...