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

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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 Allay Consulting, which has an office in Portland, Oregon.

According to June data from Canadian cannabis retail data tracker Hifyre, “THC potency is still a top purchase consideration” in Canada, wrote Tamy Chen, an analyst with the Bank of Montreal.

This also appears to be true across the pond.

“Currently in Europe, potency is synonymous with quality,” said Nick Pateras, managing director of Materia, which has a cannabis production facility in Malta and a medical marijuana distribution license in Germany.

“There is a direct correlation between the THC percentage of a product and its sales performance.”

To solve this problem, Pateras said marijuana companies need to do a better job of explaining how quality goes beyond just THC and why other factors are important in purchasing decisions.

Talking terpenes

When Stuck walks into a marijuana retailer and asks for flower that’s, for example, 15%-20% THC, high in the terpene limonene and low in the terpene pinene, the budtender often doesn’t know what to say.

“They straight up are shocked by that,” she said.

“Most of the time, they don’t even know what terpenes are in the flower. They’ll go, ‘It’s up to 30% THC, and that’s really bomb.’

“That’s not what I’m asking for.”

She likes to roll a joint and sit on her patio for an hour and enjoy the entire experience.

She doesn’t like to do that with flower that’s 30% THC. It’s too strong.

Consumers are typically given three choices of flower when they first speak with a budtender: sativa, indica or hybrid.

Stuck said that oversimplification is lazy marketing and doesn’t do enough to communicate what’s in the plant.

“The only thing a consumer knows is it has the highest THC, that must be the best,” she added. “Many people are still stuck in that world of the stronger the better.”

But people who are new to cannabis or don’t have much of a THC tolerance are unlikely to have a good experience if they consume too much highly potent cannabis.

“The consumer isn’t educated on any of this,” she added. “Even if they are, they walk into dispensaries and get these budtenders that don’t know what they’re doing. That’s an issue.”

Budtenders, like many retail employees, are often difficult to retain, and turnover is common in the industry.

A recent report from Seattle-based Headset, a cannabis industry data and analytics company found, that “in both the US and Canada, 55% of budtenders who worked at any point over the previous 12 months had departed by the end of that time period.”

So putting too much emphasis on them as the first line of education is a problem, Stuck said.

“We’re almost relying on our budtenders like we would a pharmacist,” she added.

It’s not just that the budtenders often aren’t educated, Stuck said.

A lot of state regulations don’t require testing for minor cannabinoids and terpenes, she noted, so the information is not available. Regulators are more concerned with health and safety.

Consumer-driven market

Part of the issue: Cannabis business are reacting to what their customers want.

That’s according to Kyle Sherman, CEO of Denver-based Flowhub, a cannabis software company serving marijuana retailers.

“The industry reacts to consumer demand,” Sherman said. “Up until recently, consumers assumed that higher THC percentages meant they would get a more full experience out of the product.”

Tracking consumer purchasing data shows that higher potency products are more attractive to consumers, so growers try to produce more of that.

“It’s a self-fulfilling prophecy,” Sherman said.

In reality, what leads to a good experience is much more sophisticated than just high potency, he added.

As a consumer himself, Sherman said he prefers smoking flower with a relatively lower THC potency and a higher terpene profile.

“You get a really rich, comfortable, non-paranoid high,” he said. “That’s amazing.”

Sherman was recently visiting retail clients in Portland, Oregon, and said some offer very clear labeling with terpene percentages along with data on THC and CBD potency.

“So you can look at that and say, ‘I want the 4% terps with 17% THC and 2% CBD,’” he said. “That’s going to be an interesting high.”

Sherman said his clients in Colorado don’t offer much more than the strain name and THC percentage.

“I think what’s happened in this particular market in Oregon is that you just have more discerning buyers that actually care about flower,” he added.

The edibles perspective

At infused cannabis product maker Cheeba Chews, Chief Marketing Officer Eric Leslie said the Denver-based company is trying to diversify its products to use the entourage effect – in other words, the experience generated by different cannabinoids working in concert with other cannabinoids and terpenes.

“THC potency is not the solution,” he said. “It’s not the only thing to look for based off of what experience you’re expecting.

“You should really be looking at the combination of terpenes, flavonoids and cannabinoids.”

Leslie said his company’s goal is to help consumers recognize how these different components affect them.

“So they no longer have to look for, ‘What’s the highest-potency THC?’” he added. “They’re looking for more complexity from their flower and their extracts as well.”

To increase the entourage effect, Cheeba Chews adds cannabinoids such as CBN or CBG to formulations beyond just using THC distillate. The company also uses full-spectrum oil in some of its products.

“Having a better understanding of what the cannabinoid does for you – and conditioning consumers to look for those versus just potency – helps retrain expectations of what they’re going to get from the flower, the oil or the edible,” he said.

Leslie has seen a shift in what consumers want as their tastes become more sophisticated and mature. To cater to that, some products that are made with live rosin include a full terpene profile on the label.

“So you understand the flavor and effects from that edible specifically and how you can closely connect that to what the terpene profile is,” he added.

“We’re trying to help that process by introducing it into our packaging and the way we display our products. So it becomes more normalized for the consumers.”

Source: https://mjbizdaily.com/how-cannabis-industry-can-shift-its-focus-away-from-thc-potency/

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Jio’s 1,600-Satellite LEO Constellation Gets Technical Green Light

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Reliance Jio has crossed a significant milestone in its space connectivity ambitions after its proposal to deploy a Low Earth Orbit (LEO) satellite constellation of around 1,600 satellites received a positive technical assessment from the Indian National Space Promotion and Authorisation Centre (IN-SPACe).

The evaluation, conducted jointly by IN-SPACe, the Indian Space Research Organisation (ISRO), and the Wireless Planning and Coordination (WPC) wing of the Department of Telecommunications, reportedly concluded that Jio’s proposed system meets the required technical standards and is comparable to leading global satellite broadband networks.

India’s Indigenous LEO Satellite Vision

Under the proposal, Reliance Jio plans to deploy between 1,600 and 1,650 satellites in Low Earth Orbit at an altitude of around 650 kilometres.

The planned constellation is expected to provide high-speed satellite connectivity across India, with approximately 32 satellites visible from any location at a given time. The company aims to roll out the network within the next two to three years, subject to regulatory approvals.

According to industry estimates, the satellite system could deliver 4.5 to 5 terabits per second (Tbps) of total data capacity, making it one of the largest satellite broadband projects proposed in India.

The project is expected to require an investment of $10–15 billion (approximately ₹95,000 crore to ₹1.42 lakh crore), reflecting the scale of infrastructure needed for satellite manufacturing, launches, ground stations, and user terminals.

Regulatory Process Moves Forward

Following the successful technical review, the proposal is expected to move into the next phase of regulatory approvals.

The government may now assist Jio in securing orbital slots, coordinating spectrum usage, and filing applications with the International Telecommunication Union (ITU), the global body responsible for managing satellite orbit and frequency allocations.

Obtaining orbital rights remains a critical step, as Low Earth Orbit has become increasingly competitive due to the growing number of satellite broadband projects being planned worldwide.

Officials also indicated that the proposed satellite architecture has been designed to coexist with future Indian LEO constellations, allowing multiple domestic operators to share orbital resources efficiently.

Broadband, Mobile Connectivity, and Strategic Applications

Jio plans to use the satellite network to provide a range of communication services, including satellite broadband, mobile backhaul, enterprise connectivity, and direct-to-device (D2D) satellite communication, particularly in remote and underserved regions where conventional telecom infrastructure is limited.

The company also intends to establish 20 to 22 ground stations across India to support network operations.

Apart from commercial telecommunications, officials have highlighted the project’s potential strategic importance. A domestically developed satellite constellation could strengthen India’s communication infrastructure, reduce dependence on foreign satellite operators, and support national security requirements.

Reports suggest preliminary discussions are underway regarding the possibility of integrating defence-related payloads into some satellites, enabling both civilian and strategic use.

Major Step for India’s Space and Telecom Sectors

Industry analysts view the technical clearance as an important milestone in India’s expanding private space ecosystem. If Jio secures the remaining regulatory approvals and international orbital clearances, the project could become the country’s first large-scale indigenous LEO satellite broadband network.

The initiative also aligns with India’s broader efforts to expand digital connectivity while strengthening its presence in the global satellite communications market.

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Alleged Crores Pharma Scam Mastermind Arrested from Surat

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After evading law enforcement for nearly 13 years, an accused linked to a large-scale pharmaceutical fraud case has been arrested by Delhi Police from Surat, Gujarat. The suspect is alleged to have orchestrated a series of financial scams involving fake identities, forged documents, and dishonoured cheques used to procure high-value pharmaceutical raw materials.

Authorities say the accused, identified as Himmat Singh Lodha, is believed to have defrauded multiple pharmaceutical companies in Delhi of goods worth approximately ₹98 lakh before disappearing and remaining underground for years.

Fake Business Deals and Dishonoured Cheques Used in Fraud

Investigators claim the accused posed as a legitimate pharmaceutical trader and placed bulk orders for expensive drug ingredients, offering post-dated cheques as payment security.

In one documented case from 2013, he allegedly obtained around 550 kilograms of Gliclazide, a diabetes-related pharmaceutical ingredient, valued at over ₹26 lakh. When suppliers attempted to encash the cheques, they were reportedly returned with the remark “account closed.”

Following the transaction, the accused allegedly vacated his office and rented residence and disappeared without settling payments. He was later declared a proclaimed offender in 2016 after repeatedly failing to appear before court proceedings. Authorities had also issued a reward for information leading to his arrest.

Multiple Identities and Repeated Fraud Pattern

Police investigations further link the accused to another cheating case dating back to 2012, where he allegedly used a fake identity, “Kailash Jain,” to obtain a large consignment of Ambroxol HCL, a pharmaceutical compound used in cough medications. The value of that consignment was estimated at around ₹72 lakh.

Officials believe the accused followed a consistent modus operandi—posing as a credible businessman, securing high-value goods on deferred payment terms, and then disappearing after delivery while shutting down business operations.

Investigators suspect that forged business records, fake company credentials, and fabricated financial histories were used to build trust with suppliers and gain access to expensive raw materials.

Multi-State Surveillance Leads to Arrest in Surat

A special Crime Branch team tracked the accused through coordinated surveillance efforts across multiple cities, including Mumbai, Ahmedabad, and Surat. After nearly a month of technical monitoring and intelligence gathering, officials located and arrested him from a residential area in Surat.

Authorities also revealed that the accused had been involved in property-related activities while staying under the radar to avoid detection.

Growing Threat of Corporate Identity Fraud

The case highlights a rising trend of organised financial fraud targeting industries that rely heavily on trust-based transactions and deferred payments. Experts note that criminals increasingly exploit gaps in corporate verification systems by using fake GST registrations, temporary offices, and forged documentation to appear legitimate.

Cybercrime and financial fraud specialists warn that such schemes are becoming more complex with the widespread availability of digital business tools, making it easier to create convincing but fraudulent corporate identities.

Experts Urge Stronger Due Diligence in High-Value Transactions

Experts, including former IPS officer and cybercrime specialist Prof. Triveni Singh, emphasize the need for stricter verification procedures in commercial dealings. He noted that relying solely on paperwork or digital business profiles can expose companies to significant financial risk.

Authorities and industry experts recommend physical verification of business operations, bank account validation, and detailed background checks before engaging in high-value or deferred-payment transactions—particularly in sectors like pharmaceuticals, where single consignments can involve transactions worth crores.

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EU Pressure Builds on Google as Regulators Face Calls for Massive Fine Over Search Practices

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A growing coalition of European industry groups is intensifying pressure on regulators to take decisive action against Google over allegations of unfair search practices that could reshape competition rules across the region’s digital economy.

Investigation Under Digital Markets Act Gains Momentum

The case is being examined by the European Commission under the European Union’s landmark Digital Markets Act (DMA), introduced to curb the dominance of major technology platforms and ensure fair competition.

Launched in March 2024, the investigation focuses on whether Google has been prioritising its own services in search results, potentially disadvantaging rival businesses that rely on online visibility to reach customers.

Industry Groups Demand Swift Action

Several prominent European organizations have jointly urged regulators to conclude the probe without further delay. They argue that prolonged investigations allow alleged anti-competitive practices to continue, putting European companies—especially startups—at a disadvantage.

Signatories include the European Publishers Council, the European Magazine Media Association, the European Tech Alliance, and EU Travel Tech.

In a joint statement, these groups warned that delays in enforcement are affecting innovation, profitability, and growth prospects for regional businesses competing in digital markets.

Google Denies Allegations

Google has rejected claims of bias, stating that its search algorithms are designed to deliver the most relevant and useful results to users. The company has also proposed adjustments to address regulatory concerns.

However, critics argue that these changes are insufficient and fail to address the core issue of market dominance.

Potential Billion-Euro Penalties

If found in violation of the DMA, Google could face significant financial penalties. Under EU rules, fines can reach a substantial percentage of a company’s global turnover, potentially amounting to billions of euros.

Regulators may also impose corrective measures requiring changes to business practices, which could have long-term implications for how digital platforms operate in Europe.

Wider Implications for Big Tech

The case highlights ongoing tensions between European regulators and major U.S. technology firms. In recent years, the EU has taken a more aggressive stance in enforcing competition laws, aiming to create a level playing field for local businesses.

A final ruling against Google could set a major precedent, influencing future enforcement actions and shaping the regulatory landscape for global tech companies operating within Europe.

As scrutiny intensifies, the outcome of the investigation is expected to play a critical role in defining the future of digital competition across the European Union.

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