Episode two of EXTRACTED continues the conversation about the importance of education around cannabis consumption.  This topic is particularly interesting given the heavy restrictions placed on Canadian retailers regarding educating the cannabis consumer.

This episode features well-respected US cannabis consultant and CEO of Eminent Consulting, Emma Chasen. After graduating from Brown University in 2014 with a degree in Medicinal Plant Research, Emma went on to coordinate Clinical Oncology trials with Brown University’s Oncology Research Group. When her supervisor refused a cannabis trial in favour of another expensive pharmaceutical drug, Emma quit and headed across the country to Portland, Oregon where she dove into the cannabis space head first as a budtender. Utilizing her science background, she quickly realized there was an enormous need for consultative care at the retail level, which is where her educating journey began.

Emma states that retail is the crucial link between the cannabis industry and the consumer market.  Unfortunately, Canadian regulatory limits the advice budtenders can provide to consumers. Kayla adds that the limited ability to learn stems across both the various brands on shelves, as well as the plant properties within those branded products, both attributes that should be well explained before purchasing. Emma and Kayla expand on the different cannabis plant properties and what to look for beyond THC and CBD content, which are the only properties able to be legally disclosed on Canadian packaging. Emma compares the current Canadian retail consumer experience to visiting a wine shop and only being able to make your decision based on the alcohol percentages. She explains that’s not how wine shopping works, and that’s not how cannabis shopping should work, either.

Beyond THC and CBD cannabinoids, Emma explains that what drives the nuances of experiences (sleepier vs. uplifting, for example), , are hundreds of other secondary compounds such as terpenes and flavonoids. These compounds are aromatic, and are heavily believed to be responsible for the desired enhancement of effects like memory, clarity, focus, muscle relaxation, anti-anxiety, and anti-depression. Emma further explains that consumers should be looking at the cannabinoid and terpene concentrations to better gauge the plant’s effects.. Beyond knowing the general make up of the plant, Emma adds that these complexities also change when extracted into oil products as well because many of the plant’s secondary compounds can be eliminated if not properly and effectively extracted. Thus, when buying oils, it is extremely important to know your source, and ensure you choose a company that works to preserve these compounds through proper extraction to ensure the oil is still considered “full spectrum” and contains all of those wonderful compounds found in raw flower form.

Over time, these compounds degrade due to exposure. For example, the pungent smell often associated with cannabis is, scientifically speaking, the plant’s terpene compounds volatilizing (evaporating) at room temperature.  Cannabinoids are also oxygen and light (UV) sensitive so they can degrade easily over time. For example, THC actually changes into a cannabinoid called CBN over time, which causes drowsiness. People often blame cannabis for making them sleepy, not realizing that the cause for this may actually be that the cannabis is old or has not been stored properly to maintain its properties.  Emma notes that it is extremely important if you aren’t consuming your cannabis flower or oils immediately to store them properly in air tight packaging, in a cooler temperature, with no exposure to light.

The most important takeaway for listeners who plan to consume in the Canadian retail space is to ensure you familiarize yourself with the available companies and more specifically, their teams and their growers. Cannabis company websites provide a wealth of information including products offered and the research and science behind those products.   Getting to know the people behind a company will also tell you what you need to know about the quality of their growing and processing techniques, much like the experience you have when shopping at the farmer’s market vs. Walmart. Cannabis is something we consume, and more concerningly, something we often inhale; therefore we must know and trust our source. There has been an enormous push to market by large companies who are still green in their abilities to grow quality product, especially at scale, so by taking the time to learn the story behind the cannabis companies, the market will mature to provide more effective cannabis products for consumers and medical patients alike.

Don’t miss the entire 40 minute episode on their website.