Pre-Testing Era (1996–2007)
During California’s Prop 215 era, cannabis was judged by look, nose, and feel. Growers arrived at dispensaries with turkey bags, and buyers cracked nugs open to inspect. Most buyers were part of the scene themselves—ex-growers, caregivers, and seasoned smokers with sharp eyes and trained lungs. There were no Certificates of Analysis and no printed potency numbers. Quality was determined by intuition, reputation, and trust.
THC Gets a Number (2007–2012)
In 2007, Steep Hill Labs opened in Oakland and pioneered commercial cannabis potency testing. For the first time, growers and dispensaries could submit samples for quantified THC percentages. By 2010, SC Labs was printing THC results live at the Emerald Cup. Suddenly, potency became a bragging right, and lab results began to carry weight on the competitive market.
Menu Metrics Take Over (2012–2016)
As Weedmaps, Leafly, and point-of-sale systems expanded, THC percentages became a default sorting metric for consumers and retailers. At the same time, sealed packaging eliminated the ability to inspect jars directly, removing the traditional “nose test.” In this vacuum, THC numbers took over as the main decision factor. With concentrates like distillate and shatter testing between 70% and 90% THC, consumer expectations for potency increased dramatically.
Regulated Obsession (2018–Present)
When California’s 2018 “Phase 3” regulations took effect, state law required Certificates of Analysis for every licensed cannabis product. Dispensaries began sorting menus by THC percentage, and budtenders were trained to push products that tested higher. Shoppers started asking one question above all others: “What’s the strongest?” For most consumers, that meant chasing the highest THC number available.
Potency = Price
By 2022, research confirmed what brands already knew from sales data: products with higher THC percentages sold at higher prices. THC numbers became shorthand for value, regardless of whether the perceived effect matched the laboratory measurement.
The Terpene Pushback (2023–2025)
A counter-movement began to emerge as more educated buyers, legacy growers, and informed consumers pushed back against “potency chasing.” These groups emphasized terpenes, full cannabinoid profiles, and overall effect. Brands began marketing terpene charts, effect icons, and QR-linked COAs. However, for the majority of consumers, a product labeled 30% THC or higher still carried the most appeal on dispensary shelves.
The Number Became the Nose
The shift from smell and intuition to potency numbers was not sudden—it evolved through labs, laws, and changing retail practices. As the ability to inspect flower was stripped away, numbers filled the gap. In today’s legal market, the THC percentage has effectively replaced the traditional smell test as the primary indicator of quality for most buyers.
YOUTUBE VIDEO
— Nugg Notes
sources:
•“Steep Hill (Company).” Wikipedia, Wikimedia Foundation, 2024, https://en.wikipedia.org/wiki/Steep_Hill_(company). Accessed 5 June 2025.
•Devitt, Michael. “Volatile Compounds in Cannabis.” Cannabis Now, 2021, https://cannabisnow.com/volatile-compounds-in-cannabis. Accessed 5 June 2025.
•“SC Labs.” Cannabis Industry Journal, 2023, https://cannabisindustryjournal.com/tag/sc-labs. Accessed 5 June 2025.
•“Testing Requirements for Cannabis Goods.” California Department of Cannabis Control, 31 Dec. 2018, https://cannabis.ca.gov/2018/12/30056-2. Accessed 5 June 2025.
•D’Amico, Elizabeth J., et al. “Higher THC, Higher Price? Examining the Relationship Between Potency and Cost in Legal Cannabis.” Frontiers in Public Health, vol. 10, 2022, https://frontiersin.org/articles/10.3389/fpubh.2022.893009. Accessed 5 June 2025.
•“Emerald Cup Launches New Cannabis Classification System.” SC Labs, 2022, https://sclabs.com/emerald-cup-launches-new-cannabis-classification-system-2022-awards. Accessed 5 June 2025.
•“Cannabis in California.” Wikipedia, Wikimedia Foundation, 2024, https://en.wikipedia.org/wiki/Cannabis_in_California. Accessed 5 June 2025.
•“Cannabis Terpenes Offer Potential New Way to Treat Fibromyalgia Pain.” University of Arizona Health Sciences, 2025, https://healthsciences.arizona.edu/news/releases/cannabis-terpenes-offer-potential-new-way-treat-fibromyalgia-pain. Accessed 5 June 2025.
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