The Right Dose

We have a ways to go before customers can count on cannabis products to deliver what they promise. That means an opportunity for entrepreneurs.

JASON VEGOTSKY

For someone new to cannabis, a Day Dreamers peppermint chocolate bar looks like a delicious entry point. It’s divided into six bite-size pieces, and its wrapping promises: “Improving your everyday.” What could go wrong? Maybe this: Just one of those little squares contains 60 times the THC recommended for a new consumer—and although the bar’s fine print says that it’s for people with high tolerance, that’s an easy message to miss. If a newbie eats the whole thing, they’ll take in 360 times the suggested inaugural amount. This is a classic example of why dosing—that is, matching the right THC levels to an individual user’s needs—is the cannabis business’s next frontier. As the industry matures, customers increasingly want to know exactly what they’re getting and specifically how it will make…

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Green Entrepreneur (Digital) - 1 Issue, Summer 2019

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