The three most important topics discussed here with regard to cannabis strain names are the following:
Sensory linguistic associations with cannabis strain names are highly diverse and subjective;
Cannabis plants with the same strain name can produce a different set of molecules (cannabinoids and terpenes), causing different effects;
Consumers will benefit more by paying attention to several key ingredients in the final products, rather than just strain or product names.
CANNABIS STRAIN NAMES & LINGUISTIC SENSORY ASSOCIATIONS
Thousands of cannabis strains exist around the world. These strains are often named after berries, fruits, plants, places, animals, paints, glues, fuels, bodily fluids and organs, in addition to the psychophysiological effects they cause. Cannabis strain names and their properties are quite confusing for an expert, let alone an average consumer. Indeed, strains go in and out of fashion all the time.
“…one strain name can cause distinct sensory and contextual associations for different consumers.”
Plant strains are named by individuals or groups of growers and sometimes even consumers. There is no universally adopted system for naming cannabis strains. Yet, certain acronyms are repeated and have permeated everyday live in many cultural intersections. Perhaps one of the most famous cannabis strain acronyms is -’OG’, as in ‘OG Kush’ (or other genetic iterations, like ‘Fire OG’, ‘Tahoe OG’, etc). Many think that ‘OG’ stands for ‘original’, but it actually stands for ‘ocean grown’, indicating the strains’ coastal origins. A savvy consumer may gather that ‘Kush’ has something to do with the geographical place - the Hindu Kush mountain region. However, if a consumer is not as knowledgeable, their thoughts about ‘OG Kush’ may lead them to metaphorically associate Kush with something else, perhaps even with a comfortable, cushy, stress-free feeling. Thus, just this one strain name can cause distinct sensory linguistic and contextual associations for different consumers (ex. original vs ocean grown, Hindu Kush vs cushy).
In the fragmented global cannabis market, popular strain names tend to rotate out on a regular basis. There’s always a newer, cooler story of super rare genetics from a hidden mountain cave on an uninhabited island delivered on a magic carpet. And of course the location cannot be disclosed!! Indeed, new genetic crosses and trendy canna-verbiages are created all the time that ‘hit the spot’ of the moment for cannabis growers and consumers. Strain names are, at least in most cases, meant to cause replicable sensory associations. In many instances, linguistic associations can evoke memories of places and events (hopefully positive), flavors, or feelings of euphoria or relief. This not only influences the choices consumers make when purchasing cannabis, but also provides new avenues for product manufacturers and marketing companies to gain and shape a growing audience.
“...the same cannabis seeds (genetics) can express different subsets and concentrations of major and minor cannabinoids and terpenes in the finished cannabis flower.”
Another concern about relying on just strain names, besides the issue of subjectivity in linguistic associations, is that often the same names are carried by products that contain different active ingredients and cause distinct post-consumption experiences. That’s because the same cannabis seeds (genetics) can express different subsets and concentrations of major and minor cannabinoids and terpenes in the finished cannabis flower. This matrix or entourage of molecules that a plant can express depends in large part on the growing and processing conditions. This complicates things for consumers even more, especially if they solely rely on the strain names and do not pay attention to the list of the active ingredients - cannabinoids and terpenes - in their products. Nonetheless, in the marketplace dominated by cannabis flower sales, if a strain name is paired well with linguistic, semantic, and other sensory perceptions and metaphors, this may result in a purchase of a product and a more agreeable experience.
Now imagine yourself shopping for cannabis online. You cannot smell the product, but it has a name, which has a linguistic and sensory association that can influence your behavior. What sensory associations can these strain names evoke: “AC/DC”, “Diesel”, “Blue Dream”, “Headband”, “Shoreline”, “Sour Tangy Banana”, “Purple Monkey Balls”, “Cereal Milk”, “Cat Piss”, “AK 47”? Think about each for a few seconds. Possibilities are endless, right?
TRACKING ENTOURAGE OF ACTIVE INGREDIENTS
Strain names can be indicative of a potential causal effect. However, effects of cannabis strains are dependent on the interactions of a variety of cannabinoids and terpenes in the flower (references 1-7 below), an individual’s endocannabinoid system, and tolerance levels. In this way, consumption of a select strain may cause different physiological and psychological effects than suggested or expected.
“…there is a need to develop several consumer-centric solutions: standards for cannabis strain naming, cannabis product categorizations based on strength and ingredients, and consumer-friendly visual identifiers of the dominant active ingredients in the finished products.”
Experimenting with other senses - smelling and tasting cannabis flower and paying attention to the most dominant active ingredients are important. Knowledge of the active ingredients are crucial in other industries, and as the cannabis industry matures this will allow consumers to learn how different combinations of cannabis molecules interact within the body. With time and additional education, cannabis consumers will shift toward recognizing their preferred products based on a few active ingredients (THC, CBD, CBN, CBG, limonene, pinene, humulene, etc.) and their approximate concentrations, rather than strain names. This will enhance consumer confidence and provide for better, safer, and more replicable cannabis experiences. However, to accomplish this globally, there is a need to develop several consumer-centric solutions: standards for cannabis strain naming, cannabis product categorizations based on strength and ingredients, and consumer-friendly visual identifiers of the dominant active ingredients in the finished products.
[This text falls short of discussing the full set of sensory associations and the mechanisms of the brain that influence neurophysiology and neuroeconomics of cannabis products, including strain names. In the past, we already contemplated the deep relationship between olfaction, cannabis smells, and consumer choices and future installations will put forward more pioneering insights for the cannabis community.]
Copyright Bluebonnet Wellness 2022 © by Adendox, LLC and Dr. Jokubas Ziburkus PhD aka Dr. Z
REFERENCES
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