Orville Bovenschen knows he’s misleading consumers with every label his company prints. He has no choice.
Legal cannabis cultivators like Bovenschen’s Pure Sunfarms are required by law to label every flower product with its total THC content, measured “in discrete units.” That’s despite a recent study showing cannabis flower’s THC content can vary by as much as one-third – even within the same plant.
The findings are the result of research funded by Pure Sunfarms, published last month in the journal Nature.
The study confirms what many cannabis cultivators have known for years: The potency of cannabis flower isn’t fixed. A more accurate labelling method would present a range, such as “THC between 18-24%,” rather than an exact figure.
“I know whatever is on the package is going to be factually incorrect,” Bovenschen, Pure Sunfarms’ president, told MJBizDaily in a recent interview. “It’s going to be over or under. It’s never going to be exactly that.”
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