4/20 is the cannabis enthusiast’s equivalent of Easter, Earth Day and the Super Bowl all rolled into one big fatty. But have you ever heard of 421?
421 Group is a business consultancy based in Sebastopol with a focus, as its name suggests, on what’s next in cannabis. A few years ago, when I was—full disclosure—a strategy consultant for 421, the focus was on designing new companies and getting them through the new and evolving permitting processes at the state and local level.
With the legal cannabis industry in a bit of a freefall over the last year, despite the obvious uptick in cannabis consumption, I reached out to my old buddy, 421 Group partner and COO Johnny Nolen, to find out what is next in cannabis innovation?
THC vs Entourage
With the concept of THC—the chemical abbreviation of the main psychoactive component of cannabis—rising to the center of collective stoner consciousness in the last decade, something has been left behind. It is called the entourage effect and comes from metabolizing THC in conjunction with other cannabinoids.
“[Suddenly] it’s, ‘Oh shit. We took all the good stuff out,’” said Nolen, reflecting on the ongoing trend of higher and higher THC percentages. “You don’t have the same robust, wonderful full mind-body-spirit euphoria high from 99% THC…THC does one thing. It’s the whole, you know, pile of stuff that makes the different highs really interesting and enjoyable.”
Now the trend is heading in the opposite…
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4/20 is the cannabis enthusiast’s equivalent of Easter, Earth Day and the Super Bowl all rolled into one big fatty. But have you ever heard of 421?
421 Group is a business consultancy based in Sebastopol with a focus, as its name suggests, on what’s next in cannabis. A few years ago, when I was—full disclosure—a strategy consultant for 421, the focus was on designing new companies and getting them through the new and evolving permitting processes at the state and local level.
With the legal cannabis industry in a bit of a freefall over the last year, despite the obvious uptick in cannabis consumption, I reached out to my old buddy, 421 Group partner and COO Johnny Nolen, to find out what is next in cannabis innovation?
THC vs Entourage
With the concept of THC—the chemical abbreviation of the main psychoactive component of cannabis—rising to the center of collective stoner consciousness in the last decade, something has been left behind. It is called the entourage effect and comes from metabolizing THC in conjunction with other cannabinoids.
“[Suddenly] it’s, ‘Oh shit. We took all the good stuff out,’” said Nolen, reflecting on the ongoing trend of higher and higher THC percentages. “You don’t have the same robust, wonderful full mind-body-spirit euphoria high from 99% THC…THC does one thing. It’s the whole, you know, pile of stuff that makes the different highs really interesting and enjoyable.”
Now the trend is heading in the opposite…
