Scott Young is co-founder, COO and Master Grower at Hybrid Infusions, the independent Edmonton licensed producer behind Virtue Cannabis. He studied mining engineering at the University of Alberta before starting the company in 2018, building the facility with friends and family rather than outside investors. Scott oversees cultivation, processing and packaging for Hybrid's own brands and for other Canadian brands, and is completing an Executive MBA at the University of Alberta. He helps consumers understand that making informed choices involves considering both THC potency and other product characteristics, including terpenes, freshness, harvest timing and curing.
Scott helps us look beyond THC and better understand what makes cannabis products different, including:
- Why cannabinoids and terpenes matter
- Why THC isn't the whole story when comparing products
- How quality, cultivation and testing shape cannabis products
- And more!
Beyond the video: Looking beyond THC to understand cannabis products
Cannabis products can differ for many reasons, including their cannabinoid and terpene profiles, cultivation methods and quality controls. Learn more about the factors that contribute to these differences.
Cannabis strains, often called cultivars, are different varieties of cannabis with unique combinations of cannabinoids, terpenes, flavonoids and genetics. Because cannabis plants contain many naturally occurring compounds, no two cultivars are likely to have exactly the same profile. These differences can influence aroma, flavour, cannabinoid content and the overall experience.
Cannabinoids and terpenes are largely what distinguish one cannabis product from another. Cannabinoids, such as THC and CBD, help shape how cannabis interacts with the body, while terpenes contribute to many of the aromas and flavours found in cannabis. Terpenes help explain why one product may smell citrusy while another smells earthy, floral or diesel-like. Research continues to explore how terpenes contribute to the overall cannabis experience, making them an important part of a product's profile.
The concept known as the entourage effect refers to the idea that cannabinoids, terpenes and other compounds in cannabis may work together to influence the overall experience. While research continues to evolve, the concept highlights why looking beyond THC percentages can help consumers make more informed decisions about the cannabis products they choose. Two products with similar THC percentages can still offer different experiences due to differences in their cannabinoid, terpene and overall chemical profiles.
Choosing a strain involves much more than selecting the product with the highest THC level. Growers evaluate whether a cultivar fits their growing environment, considering factors such as flowering time, yield, mould resistance, labour requirements and consistency. Consumer demand matters, but growers also need products that can be reliably grown, successfully harvested and supported by retailers.
With over 100 identified cannabinoids, roughly 200 terpenes and about 20 flavonoids, and dozens of genes controlling how each is expressed, two cultivars producing an identical profile would be close to impossible.
THC percentage measures the concentration of one compound, but it does not account for many of the factors that can influence a cannabis experience. Terpene profiles, CBD levels, freshness, product format, method of consumption and individual factors such as tolerance can all play a role in how a product affects a person.
This is why two products with similar THC percentages can feel very different. For example, differences in terpene content and CBD ratios may contribute to variations in the overall experience. In addition, inhaled and edible cannabis can produce different effects even when the amount of THC appears comparable. The same product may also affect different people differently, and the same person may have different experiences depending on factors such as sleep, mood or environment.
When choosing a cannabis product, consumers may benefit from looking beyond THC and considering the full product profile, including cannabinoid content, terpene information, package date, product format and serving information. Legal cannabis labels provide important details that can help consumers compare products and make more informed choices.
Quality is about much more than potency. Consumers may consider factors such as consistency, cannabinoid and terpene composition, freshness, cleanliness, curing practices and reliability from batch to batch. While potency can influence the experience, a product's THC percentage is only one measurement and does not provide a complete picture of quality.
One of the most common misconceptions is that potency and quality are the same thing. In reality, quality also includes factors such as cultivation practices, product consistency and safety standards. Another misconception is that appearance alone determines quality, when many important characteristics cannot be seen by the consumer.
While appearance and smell may provide clues about freshness, they cannot reveal contaminants such as pesticides, heavy metals or microbial contamination. Some risks are invisible to consumers, which is why regulated testing and quality assurance are important parts of the legal cannabis market. Understanding quality requires looking beyond both THC percentage and visual appearance to consider the product's overall composition, consistency and safety.
Producing legal cannabis is a lengthy process that includes cultivation, harvesting, drying, curing, testing, packaging and distribution. From planting to store shelves, the process can take several months and requires extensive planning, monitoring and quality control. Every step can influence the final product that consumers purchase.
Growing conditions such as lighting, humidity, nutrients, environmental controls and pest-management practices all influence plant growth and development. These factors can affect cannabinoid content, terpene preservation and overall product quality. The drying, curing and storage process also plays a major role in determining the characteristics of the final product.
Consistency is another important part of cannabis production. Consumers expect products to deliver a similar experience from batch to batch, which requires careful monitoring, record keeping, environmental controls, genetics management and quality assurance throughout the growing and production process. Consistency helps consumers know what to expect, builds trust and supports regulatory standards within the legal cannabis market.
Legal cannabis products are subject to packaging, labelling and testing requirements that provide consumers with information such as cannabinoid content, lot numbers, packaging dates and health warnings. Legal products also undergo testing for contaminants such as pesticides, heavy metals and microbial contamination, helping consumers make more informed purchasing decisions.