Most cannabis buyers have only the THC concentration in mind when they are choosing a marijuana product, but hasn’t the time come for retailers to look beyond how much THC a given product contains while making a decision about its quality?
Until recently, marijuana was illegal, but dozens of U.S. states have since legalized it either for medical or recreational use. One strong reason for outlawing marijuana was its psychoactive compound THC, which is why most tests look for THC metabolites in the blood, urine and even hair samples.
It is therefore understandable that people will focus on potency (THC concentration) when choosing a product to buy. In the eyes of consumers, more THC equals a promise of a better experience. Or does it?
Buyers are beginning to appreciate that high THC concentrations aren’t for everyone. For example, newbies to smoking cannabis can be spooked when they consume marijuana with THC that is stronger than 25% since it may quickly trigger psychoactive effects. Additionally, some marijuana users prefer a chilled kind of high, and high THC numbers cannot give them what they seek.
The space is beginning to see a growing body of discerning cannabis users who look beyond THC concentration when evaluating the desirability of a given marijuana product. These buyers want to know the flavonoids, terpenes and minor cannabinoids (such as CBG and CBN) present in a product so that they can judge whether that product will give them the experience they are looking for.
This growing sophistication is what marijuana retailers should be working to capitalize on as the nascent industry matures. This is how brands can stand out instead of remaining stuck in the THC concentration battle with every player in the industry.
For starters, manufacturers need to improve their labels to reflect all the compounds present in a given product. Many states only require the amount of THC in a product to be indicated on the label, but future-minded companies can go beyond this basic requirement and outline all compounds available in the product. Remember, the entourage effect is pivotal to one’s experience, so the obsession with THC concentration misses a vital opportunity to stand out.
Budtenders are at the frontline when it comes to getting cannabis products to customers. These professionals need to be adequately trained so that they can educate customers about how, for example, a given terpene combination plus THC of a certain level would be best for meeting certain needs of buyers. Companies can nurture customer loyalty when they adopt this approach, and they can also cement their uniqueness in the industry.
The growing customer sophistication is also creating market for ancillary products such as the grow pods made by Advanced Container Technologies Inc. (OTC: ACTX). Before long, mass-produced cannabis products will be competing with homegrown ones as people opt to take matters into their own hands in jurisdictions where this is allowed.
NOTE TO INVESTORS: The latest news and updates relating to Advanced Container Technologies Inc. (OTC: ACTX) are available in the company’s newsroom at https://cnw.fm/ACTX
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