For some time now, high-THC potency cultivars have been the most revered form of cannabis for recreational consumption; and they often win major competitions, leading to increased demand in the marketplace and higher prices on dispensary shelves. But breeding cannabis solely for its supercharged THC content and trichome frostiness overlooks the synergistic properties of all phytonutrients. So much so, we’re creating a form of genetically modified “steroid”-enhanced mutant weed.

Produce growers do a similar thing. Sunkist oranges are bred for pronounced sugars and sweetness, not necessarily nutrients. Compare the appearance of branded conventional produce versus organic locally grown, and you may notice that conventional options from companies like Dole, Green Giant, Chiquita, and Real Sweet are often sweeter and more uniform in color than like-varieties from lesser-known farms populating the local and organic sections. These characteristics don’t necessarily make the products better, or even point to increased quality in any way. We just perceive them to be more appealing. That’s just the way it is in retail. What dazzles on the shelves, sells. And successful companies put in a lot of time producing product that outshines competitors.

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