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Do Brands Actually Understand Their Audience?

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Why 36% of Budtenders and Consumers Feel Disconnected and What That Means for the Industry

If there’s one finding from the BTA Brand Trust & Loyalty survey that should make brands pause, it’s this one. When asked whether cannabis brands truly understand them, the responses revealed a widening gap between intention and impact:

18% feel brands understand them very well
46% say somewhat
28% say not much
8% say not at all

That means 36% of respondents feel largely disconnected from the brands they’re expected to sell, recommend, or buy from. In an industry built on relationships between brand, retailer, and consumer, that number is both a warning sign and an opportunity.

A Market That’s Listening, But Not Being Heard

The cannabis marketplace has evolved faster than many brand strategies. Budtenders and consumers today are highly informed, brand-literate, and deeply aware of how products perform over time. They notice inconsistencies. They remember which brands show up when there’s an issue and which ones disappear.

Our survey results suggest that while many brands believe they are engaging their audience, a significant portion of that audience doesn’t feel understood in return.

“Somewhat understood” isn’t the same as understood.
Which often means brands are talking, but not listening closely enough.

What Works: When Brands Get It Right

Brands that scored highest in perceived understanding shared clear, repeatable behaviours across the survey:

✔️ They engage directly with budtenders.
Not just through sales pitches, but through real conversations, education, and feedback loops.

✔️ They respond publicly and transparently.
When issues arise (from quality questions to recalls) these brands acknowledge them clearly instead of avoiding them.

✔️ They don’t over-market.
Measured messaging, honest claims, and realistic potency expectations go further than hype ever could.

✔️ They treat retail as a partner, not a channel.
Budtenders aren’t a distribution point. They’re the most trusted voice in the room.

These brands don’t try to control the narrative. They participate in it.

What Doesn’t Work: Why Disconnection Happens

On the flip side, the brands most often associated with disconnection tend to fall into familiar traps:

✖️ Broadcasting marketing messages without room for dialogue
✖️ Inflated THC claims that don’t match real-world experience
✖️ Inconsistent batches with no acknowledgment
✖️ Poor or slow retail support
✖️ Pop-in, sell, disappear rep behaviour

For budtenders especially, nothing erodes trust faster than being expected to stand behind a product without support, education, or accountability from the brand itself. Disconnection isn’t caused by silence. It’s caused by one-sided communication.

Why This Matters

What makes this result especially significant is who is saying it. This isn’t casual or disengaged consumers. This is a highly brand-aware audience where:

68% are very familiar with brands
62% regularly repurchase trusted brands
39% rely on budtender recommendations to build trust

When over a third of that group feels misunderstood, it signals a structural issue. Not a marketing one and the brands winning tomorrow will be the ones that close this gap today.

How Budtenders Can Feel Less Disconnected from Brands

While much of this responsibility sits with brands, budtenders aren’t powerless in the relationship. Here are practical ways budtenders can reduce brand disconnect:

1. Prioritize brands that show up consistently
Engage more deeply with brands that provide training, respond to questions, and follow through after launches.

2. Ask better questions and notice who answers
Transparency reveals itself quickly when brands are asked about sourcing, terpenes, or batch variation.

3. Share feedback openly
Brands that listen improve. Brands that don’t, reveal themselves early.

4. Support brands that support retail
Long-term trust grows when budtenders consciously reward accountability and consistency with shelf presence and recommendations.

5. Talk to peers
Peer-to-peer insight remains one of the strongest trust signals in the entire survey.

This is an invitation for brands.

With 36% of budtenders feeling disconnected, there is enormous room for brands willing to listen more than they speak, respond more than they promote, and collaborate instead of dictate. In today’s cannabis market, understanding your audience isn’t a branding exercise. It’s a relationship.

Source: BTA Brand Trust & Loyalty Survey

The Potential of Strain-Specific Cannabis Infusions in Recipes

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Understanding Terpenes 

Terpenes are important to cannabis. Tetrahydrocannabinol (THC) and cannabidiol (CBD) percentages might give you a better high but not without interactions with terpenes, known as the ‘entourage effect’. Terpenes and cannabinoids work together to give you whichever high you experience from any given strain. Kelsey Cannabis posted a great article about terpenes earlier this year where they explain ‘the entourage effect’ in further detail (IG: @kelseycannabis) as well as snapshots of common terpenes found in cannabis.

What’s Cooking?

My interest in cannabis eventually led me to create a blog on Instagram where I share my edible infusions, called StonePetal Edibles (@stonepetaledibles). Stone – as in the trichomes on buds, and Petal – as in the flower buds themselves. I started by seeing how well I could use my existing cooking skills to start making cannabis edibles that were more than just cookies or brownies. I’ve had success infusing different foods but I always felt that there was more to it than just getting high. 

This got me thinking – imagine edibles infused with specific quantities of specific strains to actually produce a distinct taste. Cannabis is a produce, a plant–like basil – so why not use it as an ingredient? Terpenes can be preserved and experienced when smoking cannabis through our endocannabinoid system, but can that same experience be had through homemade edibles? 

Consumers, currently, can choose whatever strains they want for infusions – a “build your high” opportunity. A stepping stone to this ‘build your high/flower’ concept can be seen with Leafly’s Strain Finder – where you can plug in a handful of pre-set terpenes to discover strains closest to what you’re looking for. I use this all the time to find new strains and ‘strain hunt’ for new recipe ideas.

Strain-Specific Cannabis Recipes

A recent idea my partner and I had was a “Mac ‘n’ Cheese” infusion: MAC 1 (Alien Cookies x Colombian Gold x Starfighter) from Citizen Stash, and Franco’s Lemon Cheese (Super Lemon Haze x UK Cheese) from 48 North, both in pre-rolls. This infusion focuses on two main terpenes: limonene and humulene. Giving the infusion a zesty, tangy finish, which was then incorporated into a 5-cheese macaroni recipe. It turned out well – and gave quite a zip!

By no means an expert. I’m an enthusiast. There is so much potential for edibles to have a place with cuisine. I hope more people share more of their edibles recipes and that cannabis continues to normalize. It’s up to us budtenders and cannabis connoisseurs to come up with the next wave of food infusions. Share yours with me on StonePetal! And bon appetite!

The New BTA Member Experience

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Learn and Earn™

After four years of building a strong budtender community, we know that our members don’t just want to watch the cannabis industry grow —they want to shape it. We also know your time and expertise are valuable. That’s why the Budtender Association (BTA) created Learn & Earn, the first cannabis insights rewards platform!

It’s time to see your preferences and opinions reflected in the broader market.

For the first time in Canada, budtenders and consumers are at the center of a research platform that shows how cannabis brands are really performing. Not just which products sell, but why people choose them, trust them, and recommend them.

Until now, there hasn’t been a formal way to track sentiments and put them on equal footing with sales data. The BTA Learn and Earn platform changes that. Built entirely around what budtenders and consumers actually think, it’s designed to capture real perceptions of cannabis brand performance from the voices that matter most, because your insights and experiences are what drive this industry forward.

Whether you’re a Budtender, Retail Manager, or Cannabis Shopper, your voice matters.  

Budtenders know this better than anyone. You’re the frontline experts guiding people through menus, making recommendations, and setting the tone for the consumer experience. In fact, studies show 70% of consumers rely on budtender recommendations when purchasing cannabis products.

Consumers, you’re just as important! Every purchase you make, your preferences, and experiences shape which brands stick around.

Together, your feedback forms a collective resource that benefits brands, retailers, educators, and policymakers in need of actionable data from the people who represent the cannabis marketplace.

How Learn & Earn Works

Powered by a points-based rewards program, BTA’s Learn & Earn website makes every action count towards rewards. Members can earn points by contributing to surveys, exploring content, sharing feedback, and engaging with the three core areas of our platform:

The Research Lab – This is where members participate in surveys that directly inform the future of cannabis. Every survey you complete contributes to the broader understanding of how brands, retailers, policymakers, and the industry are perceived. Plus, you earn points for your time and feedback.

Market Leaders – Explore the cannabis landscape. Here you’ll find curated category pages for flower, vapes, pre-rolls, edibles, and brands. It’s also where you can discover new products, take quizzes, and earn points while learning something new.

The Growth Hub – A curated resource for articles, news, trend updates, and educational content to stay informed and connected to broader industry conversations.

Rewards That Recognize Your Time

Every survey on the Learn & Earn platform earns you points that can be redeemed in the Reward Marketplace through ballot entries for large monthly prize draws, gift cards, products, and exclusive experiences.

We Value Your Opinions

Let’s be honest: cannabis brands succeed because of the people who recommend them, buy them, and believe in them. And that’s you. By joining, contributing to, and engaging with the BTA Learn and Earn platform, your feedback and experiences will help shape the future of cannabis in Canada, and now, you’ll get rewarded for it.

Join the Budtenders Association today and start earning rewards! 

Introducing the BTA Brand Health Index

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A New Standard for Measuring Cannabis Brand Performance

The Budtenders Association (BTA) has established the first comprehensive, research-based benchmark for cannabis brand health, informed by survey data, trend tracking, and direct feedback from the voices that matter most: cannabis retail staff and consumers.  

Cannabis is one of the fastest-growing and heavily regulated industries in Canada, with market expansion and increasing competition demands requiring more dynamic evaluation metrics. Rather than relying solely on sales data or marketing reach, the BTA Brand Health Index (BHI) integrates consumer and budtender perspectives to provide a much-needed methodological shift for the sector to set a new standard for how cannabis brands are ranked, reviewed, and recognized.

Why Consumer and Budtender Perspective Matters

A product might spike in sales due to price or novelty, but without lasting budtender and consumer confidence, gains are difficult to maintain. Sales data provides information on which products are selling, but it doesn’t capture the “why” behind brand preference. Research consistently shows that consumer choice in cannabis is shaped by more than product availability.

Budtenders play a decisive role in purchasing behaviour. In Canada, studies indicate that approximately 70 percent of consumers rely on budtender recommendations when making purchasing decisions, underscoring the significant impact of frontline retail workers. Their influence, preferences, and brand perceptions at the point of sale are widely recognized as key factors in determining brand success, and ultimately, brands live or die by whether budtenders recommend them. The BHI captures whether a brand is trusted, recommended, and valued, by integrating sales performance and sentiment for actionable data on why certain products gain traction at the retail level.

Learning from Other Regulated Industries

In the alcohol and tobacco industries, brand trackers and health indices are standard research tools that deliver benchmarks to help brands understand how they’re perceived and identify areas for growth, not only in sales performance but also in perception, trust, and consumer loyalty.

Modelled on these industry best practices, the BTA Brand Health Index places cannabis on equal footing with other regulated industries by contributing to the broader professionalization of the cannabis sector and establishing a foundation for credible, research-driven evaluation that can inform strategy, product development, marketing, and investment.

Methodology and Structure

Combining the expertise of professional research with authentic community-driven feedback, the BHI offers something the cannabis industry has never had before: a trusted, dynamic health tracker for cannabis brands. Launching first in Canada in 2025, with expansion to the United States in 2026, the Brand Health Index was developed with leading market researchers, including experts from Ipsos and Nielsen, to ensure that the methodology is sound, unbiased, and scalable.

How It Works

The BHI is based on quarterly surveys conducted with a minimum sample of 500 participants drawn from our membership of cannabis consumers and retail workers. Each survey is designed to be efficient and engaging, with gamified rewards to encourage participation. Through our Learn and Earn Portal, our members are rewarded for their time and participation.

Brands are evaluated on a range of dimensions, including awareness, trust, loyalty, and recommendation frequency, to provide a comprehensive view of their positioning in the consumer marketplace. Results are released quarterly, with annual benchmarks highlighting long-term trends, growth trajectories, and shifts in consumer opinion.

For BTA Brand Partners, visual dashboards will make the data easy to navigate, with a clear breakdown of top brands, category leaders, and notable changes across the board. Spotlight features will showcase standout performers and emerging leaders.

The Benefits

For Brands, it provides a clear lens into their reputation and how they are perceived in the market, informing strategic adjustments that extend beyond short-term sales trends.

Retailers can gain access to data that reflects both consumer demand and budtender influence, helping align their inventory with trusted brands.

Educators and policymakers will gain a clearer understanding of the landscape with unbiased insights to inform their policies and programming.

And most importantly, budtenders and consumers shaping cannabis culture finally have a seat at the table.

Looking Ahead

The cannabis sector needs tools that can keep pace with its complexity. By placing budtender and consumer voices at the center of a research-driven framework, the BTA Brand Health Index sets a new standard for measuring brand performance.

It balances sales data with the perspectives of those directly involved in the purchasing process. Capturing trust, loyalty, and real influence at the counter, we’re unlocking new opportunities for direct market research to guide the industry’s next stage of growth.

If you would like to join as a Brand Partner, contact us for more information. 

constellation background with text, The Endocannabinoid System explained:

How Cannabis Talks to Your Body

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If you’ve ever wondered what’s really happening when cannabis kicks in, it comes down to a hidden but powerful network inside you: the Endocannabinoid System, or ECS. It might sound like something from a medical textbook, but it’s actually one of the most important systems in your body, and it’s the reason cannabis has such wide-ranging effects.

The Body’s Built-In Balancer

Think of the ECS as your internal balancing act. Its main job is keeping everything in check, a process called homeostasis. Your ECS influences: mood, sleep, appetite, memory, immune response, and even how you perceive pain. When something’s off, it steps in to even things out.

The ECS runs on three core components:

Endocannabinoids – These are cannabinoids your body produces naturally, whether you’ve used cannabis or not. The two best-known are anandamide (nicknamed the “bliss molecule”) and 2-AG. They act like messengers, signalling your body to relax, repair, or regulate when needed.

Receptors – These are like locks waiting for keys. CB1 receptors are primarily found in your brain and nervous system, while CB2 receptors are scattered throughout your immune system and peripheral organs. They’re what cannabinoids attach to to send signals.

Enzymes – Once the job is done, enzymes break down endocannabinoids so they don’t linger longer than necessary. Think of them as the cleanup crew.

How Cannabis Fits In

When you consume cannabis, you introduce phytocannabinoids (the plant’s version of cannabinoids) into your system. THC and CBD are the most famous, but they’re just two of more than a hundred found in the plant.

THC binds strongly to CB1 receptors in the brain, sparking that euphoric high while also influencing mood, appetite, and memory. CBD works differently. Instead of locking into CB1 or CB2, it helps regulate how the system functions. This is why CBD is known for reducing inflammation or easing anxiety.

Beyond THC and CBD

Other cannabinoids are also worth mentioning. CBG is sometimes called the “mother cannabinoid” because many others are derived from it. CBN is linked with sedative, sleep-supporting effects. THCV is being studied for its potential to curb appetite. Each one has unique interactions with the ECS, expanding the possibilities for tailored cannabis experiences.

The Role of Terpenes

Cannabis isn’t just cannabinoids—it’s also packed with terpenes, the aromatic compounds that give different strains their distinctive smells and flavours. While terpenes don’t bind directly to ECS receptors, they work alongside cannabinoids in what’s called the “entourage effect.” That’s why a strain high in limonene may feel uplifting, while one rich in myrcene tends to be more relaxing.

Why This Matters for Consumers and Budtenders

For new consumers, understanding the ECS explains why cannabis doesn’t affect everyone the same way. It’s not just about indica or sativa but how cannabinoids and terpenes interact with your unique biology.

For budtenders, when someone asks how cannabis works, you can explain that THC activates CB1 receptors in the brain, while CBD helps moderate those effects. That kind of insight builds trust and confidence at the counter.

In Brief

The endocannabinoid system is your body’s natural regulator, and cannabis works by tapping into it. Endocannabinoids keep you balanced, receptors make communication possible, and enzymes keep things moving. THC and CBD interact with the system in different ways, while terpenes add another layer of effect and personality.

Whether you’re a curious consumer or a budtender explaining the basics, the ECS is the key to understanding how and why cannabis works the way it does.

Sunset background with text Supporting Brands With Purpose:

How to Shop Ethically and Support Social Impact Initiatives

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Buying cannabis isn’t just about potency, terpene profiles, or price points. More consumers are asking, “Where does this product come from? Who’s behind the brand? What do they stand for?” Shopping ethically in the cannabis space isn’t just a trend- it’s a movement. Becoming a conscious consumer and supporting brands with purpose, we can build a more inclusive, equitable, and sustainable industry.

What Does “Purpose-Driven” Mean?

A purpose-driven brand goes beyond profits. It operates with values that impact communities, people, and the planet. These brands often focus on:

✅ Social Equity: Supporting marginalized groups disproportionately affected by the War on Drugs.
✅ Environmental Sustainability: Using eco-friendly packaging, regenerative farming, and reducing carbon footprints.
✅ Community Engagement: Giving back through local programs, charity partnerships, or educational initiatives.
✅ Ethical Labour Practices: Ensuring fair wages, safe working conditions, and employee well-being.

How to Spot a Purpose-Driven Brand

Here’s how to tell if a brand truly cares or if they’re just pretending to be eco-friendly or socially conscious for marketing points:

1. Do they clearly outline their mission and values?

✅ Social equity initiatives that they actively support.
✅ Sustainability reports or environmental commitments.
✅ Transparency about sourcing and supply chain practices.

2. Do they have Certifications?
Certain third-party certifications help verify a brand’s ethical claims:

Fair Trade Certified: Focused on fair wages and ethical labor.
Certified B Corporation: Meets high standards for social and environmental performance.
Sun+Earth Certified: Recognizes regenerative organic cannabis farms.

Note: Not all great brands have certifications (they can be costly), but they’re a good starting point to look for.

3. Ask Questions
Next time you’re at a dispensary, ask:

“Does this brand support any community initiatives?”
“Do they source their cannabis sustainably?”
“Are they BIPOC or women-owned?”

If the budtender doesn’t know, that’s okay! The fact that you’re asking helps raise awareness.

Why It Matters: Cannabis Isn’t Just a Product

The cannabis industry exists because of decades of activism and advocacy. But here’s the harsh truth:

BIPOC communities, despite being disproportionately impacted by cannabis prohibition, still face barriers to entering the legal industry.

Corporate cannabis is often dominated by big money, with small craft growers and legacy operators struggling to survive.

Environmental impacts from large-scale cultivation are rising, including water waste, plastic pollution, and energy consumption.

When you support brands with purpose, you’re voting with your dollars for an industry that’s more diverse, ethical, and sustainable.

How to Shop with Impact

Ethical shopping doesn’t mean spending more. It’s about being intentional. Here’s how to make a difference:

🌿 Prioritize Local:
Support small, craft growers in your region. They often have more sustainable practices and a direct connection to their communities.

✊ Choose Equity Brands:
Look for companies that are BIPOC-owned, women-led, or part of social equity programs aimed at addressing historical injustices.

♻️ Check the Packaging:
Is it biodegradable, recyclable, or made from sustainable materials? Brands that care about the planet think beyond the product.

💬 Spread the Word:
Found a brand doing amazing things? Share it with your friends, post about it, and tag them on social media.

It’s Not Just About Them—It’s About You

At the end of the day, supporting purpose-driven brands isn’t about perfection. It’s about progress. Every purchase you make is an opportunity to support:

✅ Small businesses over corporations
✅ People over profits
✅ The planet over plastic

Next time you’re shopping for cannabis, think beyond the THC percentage. Ask yourself: “Is this just a product, or is this part of something bigger?” Because when you support brands with purpose, you’re helping shape the future of the industry.

neon gummie bears on a blue background with the text Edibles & Infusions:

What You Need to Know About Dosing, Timing, and Getting It Just Right

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That One Edible Story

We all know someone who’s got one: “I didn’t feel anything… so I ate more.”
Cut to them spiralling in a blanket fort questioning nature and time.

Whether you’re new to cannabis or just new to edibles, they can be confusing. They’re tasty, discreet, and long-lasting but they’re also not instant, and definitely not one-size-fits-all. Let’s break down how edibles actually work, how to dose them like a pro, and how to enjoy the ride without accidentally launching yourself into another dimension.

What Counts as an Edible?

It’s not just brownies anymore. Edibles today come in all kinds of forms:

Gummies (the fan fave)
Baked goods (cookies, chocolates, etc.)
Infused drinks (hello, social sipping)
Capsules (for the no-nonsense crowd)
Homemade meals (yes, weed spaghetti is a thing)

The key difference between edibles and other cannabis formats? Your body metabolizes them differently. Instead of being absorbed through your lungs, edibles go through your digestive system which affects both the onset time and the intensity.

The Waiting Game: Onset & Duration

This is where most edible misadventures begin. Here’s the deal:

Onset: Anywhere from 30 minutes to 2+ hours
Duration: Can last 4–8 hours (or more depending on the dose and your tolerance)

So no, you’re not “immune.” You probably just haven’t digested it yet. Your liver is still doing its thing.

Remember: Start low. Wait at least two hours. Only then consider more.

Dosing: The Goldilocks Zone

If edibles were a game, dosing would be the part that separates casual players from edible experts. Let’s break it down:

2.5 mg THC = microdose: gentle, subtle
5–10 mg THC = mild-to-moderate experience
10–20+ mg THC = more advanced zone (not for the faint of tolerance)

Your ideal dose depends on your experience level, tolerance, and what kind of vibe you’re after (creative boost, couch chill, or deep sleep mode).

⚠️ If you’ve had a not-so-fun edible experience in the past, chances are you just had too much, too fast. You’re not alone and you’re not doomed.

Does Food Matter? Yup.

Edibles hit differently on a full vs. empty stomach.

Empty stomach = faster absorption, potentially more intense
Full stomach = slower onset, possibly smoother ride

Not saying you need to carb-load like it’s game day, but be mindful of when you’re eating and what you’ve had that day.

“I Took Too Much. Now What?”

First of all: You’re OK. Really. It might be uncomfortable, but it will pass.

Try this:
✅ Find a calm, safe space
✅ Hydrate (non-caffeinated drinks are best)
✅ Take deep breaths
✅ Distract yourself (TV, music, cozy lighting)
✅ Try some CBD—many people say it helps balance the experience
✅ Do. Not. Panic.

Give yourself grace. We’ve all been there (even budtenders).

Edible Tips for a Better Time

✅ Label your snacks so no one “accidentally” eats your infused gummies
✅ Store safely—especially around pets and kiddos
✅ Start with half or even a quarter of a gummy
✅ Journal your dose + how it felt so you can fine-tune your next sesh

⚠️ Don’t mix with alcohol the first time (or maybe ever tbh)

Make Edibles Work for You

Edibles aren’t scary. They’re just misunderstood. When used thoughtfully, they can be a delicious, chill, and reliable way to enjoy cannabis. Start slow, stay curious, and don’t feel pressured to “keep up” with anyone. The best edible experience is the one that suits you, your goals, your tolerance, your vibe.

And if you’re still nervous? Just remember: Every edible expert was once someone staring at a cookie thinking, “Is this thing on?”

green sand swirls with text Cannabis and Wellness:

How Mindfulness and Movement Are Shaping New Cannabis Rituals

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Wellness Has Entered the Chat

Once upon a time, cannabis was either your rebellious roommate’s thing or your chill uncle’s weekend habit. Now? It’s showing up in guided meditations, pre-run routines, and even bath rituals. Let’s just say… wellness and weed are vibing.

But with so much buzz, where does cannabis actually fit into wellness, and how are people using it intentionally without going full Goop?

Mindfulness, But Make It Elevated

We’re not saying cannabis turns you into a meditation expert but it can help turn down the mental noise.

Many people are exploring low-dose cannabis before breathwork, journaling, or a mindful walk brings them into the present moment. And when you choose the right product (not that one that made you overthink your lunch order in 2017), it can support a calmer, more tuned-in vibe.

✅ Set the energy: dim lighting, gentle music, no distractions
✅ Microdose or take a low-dose edible, then do 10 minutes of guided meditation
✅ Journal what comes up (bonus: your handwriting might be weirdly gorgeous)

Tip: Mindfulness doesn’t need incense or a Himalayan salt lamp. It just needs presence. If cannabis helps you get there, that’s wellness, baby.

Movement and Motivation (Yes, It’s a Thing)

Cannabis and working out? It’s not as wild as it sounds.

Some people swear by a puff before yoga, a low-dose edible for long walks, or a bit of oil before stretching. It’s not about breaking personal records—it’s about enjoying movement more fully and tuning into your body.

✅ If moving your body feels like vibing to your favourite playlist while doing something kind for yourself—you’re on the right track.
⚠️ Everyone reacts differently. Don’t take a dab and try to deadlift. Stay safe. Know your limits.

Modern Wellness Looks Like You

Cannabis can complement so many wellness rituals, from skincare to sound baths. But the goal isn’t to do what’s trendy. It’s to find what makes you feel good, grounded, and balanced.

If that means cannabis-infused tea during your nightly wind-down? Amazing. If it means a gummy before vision boarding? We support your manifesting journey. And if it means nothing at all? That’s cool too.

Wellness-Infused Ideas to Try:

✨ Journal with a microdose and a mug of something warm
✨ Add a CBD cream to your post-workout routine
✨ Try a calming gummy before yin yoga or stretching
✨ Build a wellness kit with bath soaks, and your fave products
✨ Host a cannabis-friendly craft night to paint, collage, and vibe

Intention Is Everything

Cannabis doesn’t have to be serious. It doesn’t have to be spiritual. It just has to make sense for you. Approach it with curiosity. Pair it with purpose. And most importantly, don’t let anyone tell you what your wellness is supposed to look like. Because the best wellness ritual is the one that fits your rhythm, your needs, and, of course, your rolling tray.

green field and blue sky with text over: Craft Cannabis vs. Large-Scale Production

What It Means for Quality, Experience, and the Plant

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Let’s Talk About the Green Elephant in the Room
You walk into a dispensary, see a dozen jars with artsy labels, and then someone whispers: “This one’s craft.” You nod like you totally know what that means. But do you? And more importantly—should you care? Let’s dig into what separates craft cannabis from the mass-produced stuff, and why it matters for your stash.

What Is Craft Cannabis?

Think of craft cannabis like a small-batch IPA versus a case of lite beer. One’s brewed with hands-on care, maybe even grown in small rooms with names like “The Bloom Bunker.” The other? Grown by the ton, processed with industrial precision, and built for scale.

Craft cannabis is grown in limited quantities, often by independent producers who are obsessed with quality, phenotype expression, and (let’s be honest) a little bit of flexing. They usually hand-trim, slow-cure, and pay attention to every detail.

Then There’s Large-Scale Production

Mass producers are the big dogs. These companies grow cannabis at industrial levels. Think rows of plants under LEDs that never see sunlight. There’s nothing wrong with it, in fact, large-scale production brings accessibility, consistency, and often lower price points.

But with that comes less personal care. Machines may trim buds. Speed might matter more than flavour. And while you can still find gems, the vibe is more factory-floor than farm-to-bowl.

Smell Test: Why Terps Matter
Craft growers tend to care a lot about terpenes—the aromatic compounds that shape your sensory experience. That citrusy punch or earthy funk? That’s terps doing their thing. In craft flower, the terp profile is often richer and more preserved.

In mass production, terp retention can take a hit. Between machine trimming and rushed curing, some of those precious smells and flavours might get lost.

Freshness & Flower
Ever cracked open a jar and felt like the buds were fluffier than a throw pillow? That’s usually craft. The moisture content is right, the trichomes are intact, and the whole flower looks camera-ready.

Compare that to some bulk-grown buds that might feel dry or compressed, like something that got left in your jacket pocket for too long.

Sustainability
Smaller producers often have the luxury (and passion) to make greener choices. Things like living soil, organic inputs, and low-impact water use are common in the craft world.

Larger-scale producers have different priorities like efficiency, automation, scalability. Not all are cutting corners, but fewer can focus on eco-friendly operations at that size.

So… Which Should You Choose?

It depends on what matters to you. If you’re all about flavour, supporting small growers, and getting a more hands-on product, craft might be your go-to. If you want consistent results, value, and convenience, there’s nothing wrong with going large-scale.

Try both. Mix and match. See what hits. You don’t have to pick sides! Just pick what fits your vibe.

Ways to Spot Craft on the Shelf:
• Limited batches or grower names on the label
• High terpene percentages
• Hand-trimmed and hang-dried (look for keywords)
• Higher price point—but not always!

Knowledge is Power (and Flavour)
Whether you’re in it for the terps, the smooth burn, or just to support growers doing cool things, knowing the difference between craft and commercial can help you find your sweet spot. Because when it comes to cannabis, the process really does shape the product.

grey background with text: how to read a certificate of analysis (coa):

Understanding Potency, Terpene Profiles, and Contaminants

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Ever stared at a cannabis label and thought, “What in the science experiment is this?” You’re not alone. The Certificate of Analysis (COA) is the cannabis industry’s version of a report card. Only instead of grades, it tells you what’s actually in the product you’re about to consume or recommend.

Whether you’re a budtender guiding customers through their choices or a curious consumer wanting to make informed decisions, understanding a COA is a superpower. Let’s break down the mystery. 

What Is a COA (and Why Should You Care)?

A Certificate of Analysis (COA) is a lab report provided by a third-party testing facility that outlines the chemical makeup of a cannabis product. It verifies three key things:

1. What’s in it (potency and terpenes).

2. What’s not in it (contaminants like mold, heavy metals, pesticides).

3. Whether it’s safe to consume.

Think of it like the nutrition label on your favourite snack except instead of ingredients, we’re looking at cannabinoids, terpenes, and potential toxins.

How to Read a COA Without Your Brain Exploding

COAs can look like scientific spaghetti, filled with graphs, percentages, and strange abbreviations. But fear not—I’m here to translate the lab lingo into plain English.

1. Cannabinoid Potency Panel (“How Strong Is This?”)

This section shows the levels of cannabinoids in the product, usually listed as a percentage (%) or milligrams per gram (mg/g).

Key Cannabinoids to Look For:

THC (Tetrahydrocannabinol): The “high” guy.
CBD (Cannabidiol): The “chill” guy.
CBG (Cannabigerol): The “mother of cannabinoids.” Known for potential anti-inflammatory effects.
CBC, THCV, CBN: Less common but each with unique effects.

Pro Tip: If you’re looking at flower, THC % usually ranges from 10-25%.
For edibles, THC is measured in mg per serving (often 2.5mg–10mg per dose).
“Total THC” includes both active THC and THCA (which converts to THC when heated).

2. Terpene Profile (“Smell and Feel”) 

Terpenes are the aromatic compounds that give cannabis its unique smell and they influence the effect, too. 

Common Terpenes You’ll See:
Myrcene: Earthy, musky—may promote relaxation.
Limonene: Citrusy—linked to mood elevation.
Caryophyllene: Spicy—interacts with cannabinoid receptors for potential anti-inflammatory effects.
Pinene: Pine-fresh—can promote alertness.
Linalool: Floral—common in lavender, known for calming effects.

Pro Tip: The dominant terpene often hints at the product’s vibe. Limonene? Uplifting. Myrcene? Couch time.

3. Contaminant Testing (“Is This Safe?”) 

This is where the COA becomes more than just interesting. It’s about safety. Cannabis, like any crop, can pick up harmful substances. This section shows if the product passed or failed contaminant checks.

Contaminants Tested For:
Pesticides: Residues from chemicals used during cultivation.
Heavy Metals: Lead, mercury, arsenic—can leach from soil or equipment.
Microbial Contaminants: Mold, mildew, yeast, bacteria.
Residual Solvents: Leftovers from extraction processes (important for concentrates).

✅ Pass/Fail:
You’ll often see a simple “Pass” or “Fail” next to each contaminant. No news is good news here—you want clean data!

🚩 Red Flag:
If the COA is missing this section, or if it’s vague, that’s a major concern. No one wants moldy weed or solvent-soaked concentrates.

4. Batch Numbers & Dates 

Batch Number: Matches the product to its lab results. These are important for recalls or tracking.

Test Date: Shows when the product was tested. Fresher is better, especially for terpene content, which degrades over time.

No batch number? 🚩
Test date older than a year? 🚩

What a “Good” COA Looks Like:

✅ Clear cannabinoid and terpene breakdowns.
✅ Comprehensive contaminant testing (with “Pass” results).
✅ Batch number and recent test date.
✅ Third-party lab information—make sure it’s not just the brand self-reporting.

🚩 More Red Flags:

❌ No lab name or accreditation (Is this even legit?)
❌ Missing contaminant results (What are they hiding?)
❌ Inconsistent numbers (Do THC percentages match the label?)
❌ Fuzzy, unreadable scans (If it looks sketchy, it probably is.)

Why This Matters

For budtenders: reading a COA isn’t just about knowledge. It’s about building trust. Customers rely on you to:

Explain why one product feels different from another (it’s probably the terpenes).
Help them avoid products that don’t meet safety standards.
Guide medical or sensitive consumers toward clean, lab-tested products.

For consumers: understanding a COA helps you make informed choices about what goes into your body. A COA isn’t just lab jargon—it’s a window into the quality of the product.

Remember:

Potency tells you how strong it is.
Terpenes tell you how it’ll feel.
Contaminant results tell you if it’s safe.

So next time you pick up a product, flip it over, find that QR code, or contact the producer via their website directly, and give the COA a glance.