Business
What’s the Average Lifespan of a Strain?
Many factors contribute to a new truth. A cannabis cultivar doesn’t get much time in the spotlight these days.
The way we buy weed has completely transformed. Alongside a wave of legal reforms in cannabis occurring worldwide over the past decade, there has also been a marked change in how smokers select the types of flowers to enjoy. The hype machine fueling trends in cannabis cultivars is on a constant churn making the lifespan of any given kind of flower shorter and shorter, and many of today’s consumers make purchases that align with particular growers and brands instead of specific cultivars. The results of Cannabis Cups once dictated the flavors we’d be smoking for years to come, but in the current marketplace it can be challenging to shop with particular cannabis crosses in mind due to a lack of consistent availability. That leads to the deceptively simple question: What’s the average lifespan of a cannabis strain?
When asked about the trends in cannabis genetics, cannabis expert and author Elise McDonough’s thoughts went back to a huge upset that took place at the Cannabis Cup in 2004, when Reeferman, a Canadian, came into the Dutch scene and took first place in the sativa category for Love Potion #1.
“[Reeferman] came into their scene, and he swept all [the Dutch] strains off the map because he was bringing something new and fresh,” she said. “In my opinion, what the Dutch were doing in the ’90s and early 2000s it’s the same thing that Californians are doing now. The Dutch had certain strains, and everybody was crossing everything to everything else, and then eventually they just had this kind of model where everything became very similar.”
McDonough explained that Reeferman created strains like Love Potion by “traveling the world, finding these landrace strains, growing them out in huge fields, making selections, and then breeding.”
Reeferman was then able to create very novel flowers when compared to what was coming out of the Netherlands at the time, she said.
“I think the same thing is ripe to happen in California. Everybody’s tired of these Cookies crosses,” McDonough said. “Everybody’s grown out the same stuff and crossing it willy nilly to everything else, and it’s just become this kind of weird muddle.”
Now the marketing director at Binske, McDonough also sees the lifespan of strains from a different perspective.
“The other thing about this hype breeding and this shortening of the cycle of new strains is, as a brand person, we feel [pressure] from the retailers,” she said. “The retailers are always wanting us to have something fresh and different and new on our menu.”
She explained that retailers’ goals differ from traditional cannabis breeders, who spend years stabilizing and maintaining genetics. McDonough likens the conversation around cannabis breeding to dog breeding, saying it took generations of breeding Labradors to poodles to create labradoodles.
“And they’re still pretty crazy,” she said.
In cannabis, as with dogs, it takes generations to achieve clearly defined, consistent, and predictable traits.
“[For breeders] that’s your IP, that’s, you know, your special sauce,” McDonough said. “And that work takes generations. It takes years to stabilize a strain. So what we’re seeing now are these hype strains that are a flash in the pan, and they’re not stabilized.”
Unstable genetics could explain part of the reason why newer cannabis cultivars often lack staying power, but many other factors come into play. Mike Doten, chief sales officer at Fig Farms, believes that unique strains walk a popularity parabola that rises and falls in about five years.
“We’ve had [strains] like the Dark Karma that we’ve tried to retire,” Doten said. “The distributor just says, ‘The demand is too high if you retire this, and you’re just losing shelf space.’ Like a ‘You need to keep it growing’ type of thing.”
Doten said more common strains have a shorter lifespan as consumer demand drops.
“For us to bring in a super common strain, like a Gelato #41, we have maybe like a six- to eight-month window where we can put out our standard amount before we have to start dropping it down, and down, and down, and eventually backing it out.”
Marketing also contributes to a strain’s longevity.
“Sometimes we roll out four or five new strains in a month, and we don’t have a marketing package on each one,” Doten said. “Those are things that would help extend the life of a strain also, just having a proper marketing kit with it.”
Another element that keeps strains in the spotlight is their flavor profile fitting within overarching popular categories such as gas and fruit.
“Think the hype strains have a lifespan of five years,” said Luigi Diaz, a comedian who has worked in the cannabis industry for nine years. “That’s when it becomes hype. Then everyone grows it to perfection. Then comes the crosses, and by that time, the new hype has grown, and the growers have moved on while searching for that new fire. Though gas is forever.”
For Josh Vert, co-founder of Royal Key, known for producing award-winning extracts, a main factor to finding a cultivar to put out on the market often concerns its ability to become a cannabis concentrate. Another component in play is the way a particular strain grows.
Vert entered a few flower entries into this year’s Emerald Cup including Riddles, a phenotype of Red Pop that was hunted from seed and then crossed with itself. Riddles, he said, didn’t turn out to yield well enough to be made into rosin.
“There was a couple of phenos… there was one called Yoplait that I don’t think we officially killed yet, but it’s just so mold-prone that it didn’t make the cut,” he said. “And you don’t find those details out sometimes for a couple of runs of it.”
Vert said it wasn’t until Riddles was cured—revealing an aroma similar to the ever-popular tropical fruit and bergamot orange essence of Zkittlez—that he realized he might have something special.
“It turns out it’s just really special to me, but that’s OK,” Vert said. “We just look to the people and notice what’s really hitting and what gets people excited. What we might have missed as well, you know? We don’t see everything, smell everything.”
Vert pointed out that the traditional market drives a lot of trends. He said the terpene profile of Zkittlez is outstanding, but part of the reason that strain “can’t/won’t die” is that the cultivar has a brand behind it. The strain’s popularity has also led many other brands to use it in their breeding projects.
“Anytime you breed with that, it’s got a Z on it, so it’s getting marketed over and over again,” he said.
Vert explained that the question about a strain’s longevity is complex “because you could get into how much a brand has to do in marketing with the stability of a strain.”
“And then you’ve got market perception, overall acceptability, and desirability for the thing. Zkittlez has those two things in spades,” he said.
Alyssa Roberts, chief of staff with Kayla Extracts, agreed that asking about the lifespan of the average strain is a complex question and echoed McDonough in stating that a constant quest for new flavors means cannabis breeders don’t always work on genetic stability.
“The lifespan we see on genetics is around four to five years when we see a strain really thrive and get that hype before it starts getting crossed,” Roberts said. “Strain variability and differentiation are all based on the market and what the market wants to see.”
Source: https://hightimes.com/news/whats-the-average-lifespan-of-a-strain/
Business
EU Pressure Builds on Google as Regulators Face Calls for Massive Fine Over Search Practices
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.
AI & Technology
Amazon Faces Potential Criminal Trial in Italy Over €1.2 Billion Tax Evasion Allegations
Milan: U.S. tech giant Amazon is facing the prospect of a major legal showdown in Italy, after prosecutors in Milan formally requested a court to move forward with criminal proceedings over alleged tax evasion totaling approximately ₹12,500 crore (€1.2 billion).
The case targets Amazon’s European division along with four senior executives, marking one of the most significant tax-related investigations involving a global e-commerce platform in Europe.
Trial Push Despite Multi-Million Euro Settlement
The move comes even after Amazon reached a financial settlement with Italian tax authorities in December, agreeing to pay around ₹5,500 crore (€527 million), including interest, to resolve part of the dispute.
Typically, such settlements lead to the closure of criminal investigations. However, Milan prosecutors have opted to proceed, signaling a tougher stance on alleged corporate tax violations.
A preliminary hearing is expected in the coming months, where a judge will decide whether to formally indict the company and its executives or dismiss the case.
Allegations of VAT Evasion Through Marketplace Sellers
At the center of the investigation are claims that Amazon’s platform enabled non-European Union sellers to avoid paying value-added tax (VAT) on goods sold to Italian consumers between 2019 and 2021.
Prosecutors allege that the company’s marketplace structure allowed thousands of foreign vendors—many reportedly based in China—to operate without fully disclosing their identities or tax obligations. This, authorities argue, led to substantial VAT losses for the Italian government.
Under Italian law, online platforms facilitating sales can be held partially liable if third-party sellers fail to comply with tax requirements, a key point in the prosecution’s case.
Italian Government Named as Affected Party
In their filing, prosecutors identified Italy’s Economy Ministry as the injured party, citing significant financial damage resulting from the alleged tax evasion.
Legal experts say the outcome of the case could have wide-ranging implications across the European Union, where VAT systems are harmonized and similar compliance rules apply to digital marketplaces.
Multiple Investigations Add to Pressure
The VAT probe is just one of several legal challenges facing Amazon in Italy. The European Public Prosecutor’s Office is reportedly examining additional tax-related issues covering more recent years.
Meanwhile, Milan authorities are pursuing separate investigations into alleged customs fraud linked to imports from China and whether Amazon maintained an undeclared “permanent establishment” in Italy—potentially exposing it to higher tax liabilities.
In a separate regulatory action, Italy’s data protection authority recently ordered an Amazon unit to stop using personal data from over 1,800 employees at a warehouse near Rome.
Amazon Denies Allegations
Amazon has consistently denied wrongdoing and indicated it will strongly contest the allegations in court if the case proceeds. The company has also warned that prolonged legal uncertainty could impact investor confidence and Italy’s appeal as a destination for international business.
Broader Impact on Europe’s Digital Economy
If the case moves to trial, it could become a landmark moment for the regulation of global e-commerce platforms in Europe. Governments across the region are increasingly scrutinizing how digital marketplaces handle tax compliance, especially in cross-border transactions.
With online retail continuing to expand, regulators are under mounting pressure to ensure that multinational platforms and third-party sellers adhere to the same tax rules as traditional businesses.
Aviation
IndiGo Crisis Exposes Risks of Monopoly: What If Telecom or E-commerce Collapses Next?
Airports across India witnessed scenes of distress and confusion as thousands of passengers were stranded due to IndiGo’s massive flight disruptions. Families with medical emergencies, funerals, and personal crises were left helpless as the airline cancelled hundreds of flights without adequate communication or support.
Passengers described desperate situations — a mother pleading for sanitary pads for her daughter, a woman unable to transport her husband’s coffin, and others stranded while trying to reach family funerals or hospitals. “It was like a lockdown at the airport,” one passenger said, describing the panic that unfolded as IndiGo’s mismanagement crippled operations nationwide.
Root Cause: IndiGo’s Market Monopoly
The turmoil, industry experts argue, stems from IndiGo’s monopolistic control over India’s domestic aviation market. The airline operates nearly 2,100 flights daily and holds around 60% market share — meaning every second plane flying within India belongs to IndiGo.
This dominance has given the company unparalleled influence. When IndiGo falters, the entire aviation system suffers. Passengers are left with few alternatives, as other airlines lack capacity to absorb stranded travellers. The result: skyrocketing ticket prices, chaos at terminals, and total dependence on a single private operator.
Aviation pioneer Captain G.R. Gopinath, founder of Air Deccan, criticised the government’s inaction, noting that on some routes, IndiGo’s economy fares surged to ₹1 lakh. He compared the situation to a hostage crisis, writing that the airline “held the system ransom” and forced regulators to defer new safety rules meant to protect pilots and passengers.
Government Intervention and Regulatory Weakness
The crisis erupted after IndiGo failed to comply with the Flight Duty Time Limitations (FDTL) — rules introduced by the DGCA in January 2024 requiring adequate rest for pilots. Despite having nearly two years to adapt, IndiGo blamed the rule for operational disruptions, citing a shortage of pilots.
Under mounting public pressure, the government stepped in, temporarily relaxing FDTL norms and capping airfare hikes. Officials claimed the move was to protect passengers, but analysts say it exposed the state’s vulnerability to corporate monopolies. “The government had no option but to yield,” said one aviation policy expert, pointing out that ignoring safety regulations for short-term relief could have long-term consequences.
The crisis also rekindled memories of the June 2025 Air India crash near London, which claimed over 240 lives. Experts warn that compromising pilot rest and safety standards to maintain flight schedules could risk another tragedy.
If Telecom Giants Fail: A National Paralysis
The article raises a troubling question — what if a similar crisis struck the telecom sector, where Jio and Airtel together control nearly 80% of subscribers and serve over 780 million users?
If both networks failed simultaneously, the repercussions would be catastrophic. Internet shutdowns would halt UPI transactions, online banking, OTP verifications, video calls, OTT streaming, and emergency communications. Critical services such as airports, hospitals, stock exchanges, and small businesses — many of which rely on WhatsApp and digital payments — would come to a standstill.
In essence, a telecom breakdown could paralyse India’s digital economy, exposing the nation’s dependence on a duopoly.
E-commerce Monopoly: Another Fragile Ecosystem
The same risk looms over the e-commerce sector, where Amazon and Flipkart dominate nearly 80% of the market. A disruption similar to IndiGo’s could cripple daily life — halting delivery of groceries, medicines, and essential goods, freezing refunds and customer support, and leaving small sellers without platforms to trade.
Local retailers, freed from competition, might exploit shortages by inflating prices. Such a scenario underscores the perils of market centralisation in sectors critical to everyday living.
A Wake-Up Call for Regulators
The IndiGo crisis, analysts say, is a warning shot for policymakers and regulators. A single company’s operational failure exposed systemic weaknesses in India’s infrastructure and consumer protection mechanisms.
As the aviation regulator DGCA investigates and IndiGo works to restore normalcy, the broader lesson remains clear: unchecked monopoly power in any essential service — whether air travel, telecom, or e-commerce — poses a direct threat to economic stability and citizen welfare.
Without stronger competition laws, redundancy frameworks, and regulatory oversight, India risks repeating this crisis across multiple sectors — each time with millions of citizens paying the price.
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