What every budtender needs to hear

The Cannabis Enigma

Cannabis is becoming more mainstream and available to nearly one in three Americans, yet most cannabis consumers aren’t educated enough to buy the right products for their needs. Apart from poor experiences, this can lead to unhealthy consumption.

For Matthew O’Brien, editor and founder of the Four PM newsletter, one of the most important places to start is by setting their expectations properly — primarily that “cannabis affects everyone differently.” In this episode of The Cannabis Enigma podcast, Matthew unpacks how that lack of information negatively impacts the industry.

As Matthew explains in the episode, budtenders are often best positioned yet ill-equipped to serve their customers: “I’ve seen some very crazy conversations occur in cannabis retail stores — we’re asking individuals to provide a service which they just have not in any context being provided with the right support to actually provide.”

Later in the show, Matthew discusses the potential for cannabinoids to experience a huge upswing as the industry matures. The key question he asks is whether “THC is popular because it’s the best cannabinoid? Or is THC popular because of a lack of choice?”

Produced by Elana Goldberg and Michael Schaeffer Omer-Man. The Cannabis Enigma is a co-production of The Cannigma and Americans for Safe Access. Music by Desca.