As the Canadian cannabis industry matures, so too does the conversation about how products are labeled—particularly in how THC content is communicated. A growing number of industry leaders and researchers believe it’s time to move away from the illusion of precision offered by single-number THC percentages and instead embrace potency ranges.
“We believe one of the most effective and immediate solutions is shifting from a single THC value to a range,” says Orville Bovenschen, President of Pure Sunfarms. “A single number oversimplifies a naturally variable product and can mislead consumers.”
According to Bovenschen, even a single plant can exhibit subtle fluctuations in potency. “By highlighting just one number, labels can unintentionally misrepresent what’s in the bag. This not only fuels unrealistic consumer expectations, but also creates pressure throughout the supply chain,” he says. That pressure, he argues, distorts perceptions of quality, from cultivation through to retail.
Bovenschen sees THC ranges as one piece of a broader puzzle to help reframe how consumers think about cannabis quality. “Education is key,” he notes. “Terpenes, flavour, aroma, flower structure, and even how a cultivar was grown all contribute to the overall experience.”
Read the full article at StratCann
