As the cannabis industry continues to experience tremendous growth, there seems to be something exciting coming around every corner. Distillates, CBD products and new legislation have all recently piqued the attention of cannabis enthusiasts and are making waves in mainstream media. What will be the next development to impact our community of herb-lovers, and more importantly, differentiate products in the competitive cannabis marketing arena?

The answer: terpene research.

Research developments have helped us gain a better understanding of the wide range of effects cannabis has on the human body. These insights have helped light the path for patients and consumers alike to find the best fit for each person. So, where do we start?

Everyone knows if they prefer indica, sativa or hybrid strains at this point, and can decide if they want higher THC or CBD content. And up until recently, that’s where the options stopped – that is, until the emergence of terpene research.

What’s a terpene?

Terpenes are natural aromatic compounds produced by plants and fruit, including the cannabis plant. These substances are the building blocks for essential oils and we often use them in food additives, perfumes and aromatherapy. Terpenes, while not cannabinoids, even impact how different strains work.

Enter the Entourage Effect. The Entourage Effect is why terpenes amount to more than just flavor and aroma and why they are so crucial to understanding how cannabis works. 

No, not that Entourage.

Here’s how it works — together with cannabinoids like THC and CBD, terpenes bind to receptor sites in the brain, affecting their chemical output. So even if a product is designed to produce a certain effect, the terpenes added may block or increase it. Some cannabis companies are keeping the Entourage Effect in mind when they go to the drawing board, and you should, too.

Because, when it comes to cannabis marketing, differentiation is key. And what could differentiate your new vape product more than the latest terpene research? Showing cannabis patients how a product works, down to the cellular level, will reinforce loyalty and trust — and that will only lead to increased sales.

And in case you don’t believe us, just look to California. Since December 31, 2018, terpene research is required on all products sold in dispensaries. So make sure you get ahead of the curve while you can!