Last week I travelled to Toronto to attend the LIft Cannabis Expo and take part in an independent retailer panel discussing the challenges that cannabis industry faces after 5 years of legalization. I was asked a question about consumer trust, and where I think that, as an industry, we need to strive to be better. My response came quickly, without any hesitation, “we need to educate the consumer so that they understand that THC alone does not determine the quality of cannabis.
I have yet to see anybody buy wine based on the alcohol content of the bottle. We look at the grape, the grower, where it was grown, how it was processed, how it looks, smells … So why are we buying weed based solely on THC content?
THC, or delta-9-tetrahydrocannabinol, is the primary psychoactive compound found in cannabis. It is responsible for the euphoric and intoxicating effects commonly associated with marijuana use. However, while THC plays a significant role in producing a “buzz,” it is not the sole factor responsible for the overall experience. Several other components present in cannabis, including other cannabinoids, terpenes, flavonoids, as well as other chemicals contribute to the unique and varied effects users experience.
Prior to cannabis being legal, there was a grading system in place that legacy growers and distributors used to determine the quality of a particular batch. In fact, as a user for over 40 years, I cannot recall ever asking “my guy” what the THC levels were on the batch that I was buying. We used our senses, how it looked and smelled. Were the buds big or small? Were they dense? How did the trichomes look? Sometimes “my guy” knew the grower, how it was grown, and even had a strain name, that was a bonus!
Today, with legalization well underway worldwide, research is teaching us what causes us to get buzzed. With that knowledge in hand, along with our years of experience, we have highlighted the key principles demonstrating that THC is only one component in what makes good weed. Some other elements in the complex process of determining what makes great cannabis and how it gets us buzzed include;
- The entourage effect: The entourage effect refers to the synergistic interaction between different compounds in cannabis, including THC, other cannabinoids (such as CBD, CBG, and CBN), and terpenes. These compounds work together to enhance or modulate the overall effects. For example, terpenes like myrcene, pinene, and limonene can influence the aroma, taste, and therapeutic potential of cannabis, potentially altering the buzz experienced.
- Cannabinoid profile: Besides THC, there are numerous other cannabinoids in cannabis, each with its own properties and effects. CBD (cannabidiol), for instance, is a non-intoxicating cannabinoid that can modulate the effects of THC. It has been shown to reduce anxiety and counteract some of the negative side effects of THC, such as paranoia. The presence and ratio of different cannabinoids in a strain can significantly impact the type and quality of the buzz.
- Terpenes: Terpenes are aromatic compounds found in many plants, including cannabis. They contribute to the distinct flavors and scents of different strains. Terpene also have therapeutic properties and can influence the effects of cannabis. For example, the terpene myrcene is believed to enhance sedative and relaxing effects, while limonene may have mood-elevating and uplifting qualities. The presence and combination of terpenes alongside THC contribute to the overall buzz and experience
- Individual factors: The effects of cannabis can vary from person to person based on individual factors such as tolerance, metabolism, and previous experiences with the substance. Additionally, the method of consumption (smoking, vaping, edibles, etc.) can also influence the intensity and duration of the buzz.
- Genetics: Understanding the genetic lineage of a cannabis strain can provide insights into its potential effects and characteristics. Different strains have distinct genetic profiles, resulting in variations in their cannabinoid and terpene profiles. By exploring genetics, one can get an idea of what to expect from a particular strain and tailor their selection accordingly.
- Bud structure: Examining the physical appearance of the cannabis buds can provide valuable information about its quality. Look for well-trimmed, dense, and resinous buds. The presence of trichomes, the small resin glands that contain cannabinoids and terpenes, is an indicator of potency and overall quality. Buds that are properly cured and have an optimal moisture content are likely to offer a more enjoyable experience.
- Aroma: The aromatic profile of cannabis is influenced by its terpene content. Terpenes contribute to the distinct smells and flavors associated with different strains. Taking a moment to inhale and appreciate the aroma can give you a sense of the potential effects and flavors you might experience. For example, citrusy or fruity aromas might suggest a more uplifting and energizing strain, while earthy or herbal scents could indicate a more calming and relaxing strain.
- Qualitative factors beyond THC: It is important to note that the THC content alone does not determine the overall quality or effectiveness of a cannabis product. While THC is a crucial component, factors such as the entourage effect (interaction between cannabinoids and terpenes) can influence the overall experience. Some strains with lower THC content but higher levels of other cannabinoids like CBD may provide a more balanced and nuanced effect. The subjective experience and desired effects can vary from person to person, so it is essential to consider the full profile of the strain, rather than solely relying on THC percentage.
As budtenders we are often asked what we think is the best weed in our counter. That is a tough question simply because the answer is subjective. While THC is a crucial component in producing a buzz, it is the interaction between THC, and the cocktail of other chemicals including other cannabinoids, and terpenes that contributes to the unique and diverse range of experiences associated with cannabis. When considering your next purchase of cannabis, it can be beneficial to approach it in an equivalent way to buying wine, considering several factors beyond just THC content.
By approaching cannabis purchases with a focus on genetics, bud structure, aroma, and considering qualitative factors beyond THC content, individuals can make more informed decisions and explore a broader range of experiences and effects. Just as wine enthusiasts appreciate the complexity and diversity of different varietals, cannabis consumers can develop a similar appreciation for the nuances and qualities offered by various strains.