For years, the cannabis industry’s main focus has been THC potency, influencing consumer choices, strain development, and marketing strategies. However, this singular emphasis has led to genetic homogenization and overlooked the nuanced aspects that make marijuana unique, such as terpene profiles and the entourage effect—the synergy among cannabinoids, terpenes, and other plant compounds.
Historically, cannabis strains were selected for diverse aromas, flavors, and effects. But commercialization shifted breeding efforts predominantly toward maximizing THC levels, often sidelining complexity and depth in cannabis experiences.
While high-THC strains remain important, especially for extractors and certain consumers, potency doesn’t inherently exclude rich flavor or diverse experiences. Many potent strains, like GMO, Gelato phenotypes, and ChemDog, offer strong terpene profiles, proving that high potency can coexist with complexity.
A parallel can be drawn with the craft beer industry, where consumer interest has expanded from mass-produced products to craft brews characterized by distinct tastes and aromas. Similarly, cannabis enthusiasts increasingly seek a variety of sensory experiences beyond just potency.
Educating consumers about terpene content, strain effects, and cannabinoid diversity could further enhance the industry’s evolution. Retailers and breeders have critical roles to play, promoting strains rich in less-common cannabinoids like CBG and THCV, and highlighting diverse therapeutic effects rather than THC content alone.
By embracing the plant’s full genetic richness and potential, the cannabis industry can cultivate a market that appreciates the complexity, craft, and culture of cannabis beyond mere potency.
