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How the marijuana industry can shift its focus away from THC potency

(This is the first of a two-part series about potency in the cannabis industry. Part 2 will deal with the role testing labs play.)

Marijuana customers around the world by and large shop based on one number: THC percentage.

Marijuana flower that doesn’t test above 20% THC often doesn’t make it on the shelf, and shoppers many times will pay a premium for flower that tests above 25% THC.


Despite the industry claiming it is educating consumers and budtenders alike on the myriad benefits of terpenes and minor cannabinoids, the majority of marijuana customers see potency as the No. 1 indicator of quality and value.

But strictly relying on THC or CBD percentages ignores many other factors that can affect a consumers’ experience, industry insiders say.

“The legal cannabis system is driving that high THC percentage and completely ignoring everything else,” said Kim Stuck, founder of cannabis consultancy

Read full article on Marijuana Business Daily

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