Of the 113 cannabinoids that have been discovered in the cannabis herb, none is more infamous than tetrahydrocannabinol, or THC. Responsible for most of the psychoactivity and euphoria of cannabis, this cannabinoid does more than merely give suburban soccer moms a modicum of stress relief and college students ravenous munchies.
With all due respect to the molecules caffeine and ethanol, probably no other molecule in the history of humanity has been as misunderstood, stigmatized, or politicized as THC. From the reefer madness era of the late 1930s to the stereotype-laden films of Cheech and Chong in the 1970s to more recent movies like Pineapple Express (based on the name of a popular strain of cannabis), the truth about THC and its efficacy for humans often evades laypeople who consume content from only national media outlets.
The medicinal benefits of the molecule are numerous, ranging from relaxation and pain relief to appetite stimulation and sedation (great for insomniacs). Negative effects of this molecule include intense appetite stimulation (with predictable gastrointestinal consequences the following day), dry mouth, potential short-term memory impairment, paranoia and panic attacks (especially with sativa strains), and lethargy (typically in indica varieties).
The Details of THC
While THC may be best known as a euphoriant that delivers a psychoactive effect, it offers a multitude of medicinal benefits that far exceed the fabled “stoner” mannerisms of lethargy and forgetfulness. Despite its delivery of what is sometimes a potent euphoric effect (especially for new consumers), it is impossible to overdose on THC.
Assuming moderate and reasonable consumption levels, cannabis can serve as a positive lifestyle enhancement that delivers stress relief, mental wellness, improved energy levels, and even performance enhancement. Strains featuring relatively potent levels of THC include Blueberry, Ghost Train Haze, Master Kush, Trainwreck, and White Rhino.
Predicting the exact potency and efficacy of a particular strain of cannabis is difficult for a variety of reasons. For example, a theory called the Entourage Effect identifies how other cannabinoids and their aromatic cousins called terpenes can modify the effects of other cannabinoids and terpenes, including buffering or amplifying the effect or potency of THC.
One distinct characteristic of the molecule is tolerance building. While a subjective area of cannabis efficacy, tolerance building for daily consumers can be significant. To combat this problem, some indulge in a decades-long practice dubbed a tolerance break, during which they significantly decrease or cease consumption for between a few days and a week.
The Research on THC
A 2011 study conducted by cannabis research pioneer Dr. Ethan Russo entitled “Taming THC: Potential Cannabis Synergy and Phytocannabinoid-terpenoid Entourage Effects” and published in the British Journal of Pharmacology provides a critical overview of THC’s medical benefits.
Concluded Russo and his team, “THC is the most common phytocannabinoid in cannabis and…is a partial agonist at CB1 and cannabinoid receptor 2 (CB2),” pointing out the herb’s myriad medical applications, including “activities as a psychoactive agent, analgesic, muscle relaxant, and antispasmodic.”
Russo’s team concluded that THC also functions as a bronchodilator and neuroprotective antioxidant while featuring 20 times the anti-inflammatory power of aspirin and twice that of hydrocortisone.
Everything You Need to Know About Microdosing Weed
There are great reasons for microdosing weed including medical conditions that benefit from it, and a few different ways to achieving the perfect dose.
Microdosing is the latest craze in cannabis. It has been utilized for some time, both with cannabis and LSD, but only now is the mainstream getting hip to the low dose strategy. There are great reasons for microdosing weed including medical conditions that benefit from and improve because of it, and a few different ways to achieving that perfectly sensible dose.
Wait, First… What Is It?
Microdosing weed is when a person consumes very small amounts of cannabis in order to receive the benefits of whole plant medicine (THC, CBD, terpenes, etc) while experiencing very little to none of the “high.” It isn’t for those times when you want to get ripped and watch an entire season of Westworld and chow down, it is not going to produce that kind of experience. It is more or less a medical use technique that can be utilized day to day without affecting one’s overall state of mind. It is basically the opposite of a dab or trying to find the biggest pre-roll with the highest THC strain you can.
So Why Microdose?
As cannabis becomes more popular, and more people want to harness its power, the demand for less psychoactive pot rises. Not everyone likes to get the giggles, or the munchies, or the long trains of thought that tend to present themselves when a person gets stoned. Others do enjoy the laughing, eating and philosophizing but need something more manageable during their work day and family time.
Microdosing to the rescue. Now you can get just a little high, without any of the headiness or outward signs that you have been consuming anything at all.
Family reunion? Microdose.
Big meeting at work? Microdose.
Irritatingly long wait at the DMV? You guessed it – microdose.
More seriously, if you work a 9-5 and suffer from back pain from sitting at your desk all day long – you could be microdosing to alleviate those aches and pains without making it obvious that you are medicating with cannabis throughout the day.
Potential Medical Benefits
Unfortunately, because cannabis is a Schedule I drug, the federal government claims that it has no medical value and therefore has not been studied as much as it should be. Most scientific studies on that have been completed on cannabis consumption are animal based. While many of those animal studies can absolutely translate to apply to human beings, it is certainly not the same as results garnered from actual human studies.
There have been studies on the benefits of administering low doses of synthetic cannabis pharmaceuticals in humans. Those results are typically positive in regards to microdosing. However, like the animal studies, results from synthetic cannabis studies do not fully represent the results that could be gathered from studying real, naturally sourced marijuana.
With that said, there are incredible amounts data supplied by cannabis users, and a bevy of recorded favorable results, that go toward proving that marijuana is an effective way to treat a variety of medical conditions. Microdosing can help almost anything that using cannabis will – just in a much smaller and more controlled way. Post Traumatic Stress Disorder (PTSD), insomnia, glaucoma, nausea, wasting syndrome, and moderate pain are just a few of the conditions that can benefit from microdosing weed. However, medical issues like cancer and epilepsy, that are treated with large amounts or very concentrated forms of cannabis, are not necessarily best suited for treatment with microdosing.
Think of it like this… if you have achy muscles you can take an over the counter pain reliever twice a day for relief but if you have severe pain in your joints and muscles that requires a prescription painkiller, the over the counter medicine isn’t really going to make a dent. The same can apply for microdosing. If your condition can be treated throughout the day in small doses, microdosing could be a beneficial, natural way to treat the problem. If you only experience relief from consuming an entire joint or 100 mg edible, microdosing is likely not going to be the best way to alleviate the issue.
Start low and find your sweet spot.
Consumption Options for Microdosing Weed
Microdosing weed can be achieved a few ways.
An oil cartridge and vape pen is one of the easiest ways to consume small, controlled doses of cannabis. A vape pen is discreet, clean, and odorless. Many vape pens have an auto-shutoff after a few seconds, so doses can be regulated with ease.
Edibles are another great way to microdose. Infused food or candy manufacturers have caught on and started producing products in smaller doses in order to service the microdosing market. Edibles of yesteryear could only be found in 50 mg, 100 mg or higher dosages. Now, you can purchase a bag of candies infused with 2.5 mg, 5 mg or 10 mg.
You can also microdose with smoked cannabis, but it is more difficult to do so covertly. If keeping your use under wraps is important, smoking cannabis should be your last choice due to the lingering smell alone. However, a loaded one-hitter or chillum is an adequate way to limit the dose you consume while still benefiting from the plant’s medical properties.
Whether you vape, eat, or smoke cannabis to microdose is up to you. In many circumstances and for many medical conditions, microdosing can be a better option than an all-out cannabis consumption free for all — less fun, sure, but not everyone is after the same experience with weed. As cannabis becomes more widely accepted, so does the trend of microdosing. Give it a shot, see if the shoe fits!
Gwyneth Paltrow and a Slew of Celebs Invest in ‘Social Tonic’ Brand, Cann
Gwyneth Paltrow is one of several high-profile celebrities investing in cannabis-infused beverage company, Cann.
Rebel Wilson, Ruby Rose, Darren Criss, Tove Lo, Casey Neistat, former NBA star Baron Davis and Bre-Z have also invested in the company.
The actress and Goop CEO and founder calls cannabis a “hero ingredient of the future” for wellness and says she was drawn to Cann’s drinks, which are infused with small doses of THC and CBD, as an appealing alternative to alcohol.
“There’s a whole sober-curious movement that’s going on and the cannabis-curious movement that’s going on, this is kind of at the intersection of those things in a way,” said Paltrow.
Cann is not the health and wellness moguls’ first cannabis investment. Paltrow admitted that while she’s not a big cannabis user personally, she acknowledges its “amazing medicinal qualities.”
“There’s no reason why alcohol should be so much easier to purchase than Cann, and I’m confident the founders will lead the charge in finding ways to integrate it into the same purchasing channels and drinking environments,” she said via a news release.
Cann founder Luke Anderson called the comments made by Gwyneth Paltrow “a sign that Cann (and microdose beverages more broadly) are a viable answer to that very common consumer pain point.”
He added that when people think of Paltrow, “they don’t think of ‘weed’ – they think of cutting-edge solutions for today’s health and wellness needs.”
Cann has positioned itself as a “healthy” and hangover-free alternative to alcohol. Most of Cann’s “social tonics” contain roughly 30 calories and are “microdosed” with 2 milligrams of THC and 4 milligrams of CBD. A recently introduced Pineapple Jalapeño flavor contains 50 calories and 5 milligrams of THC.
Earlier this year, Cann secured $5 million in funding as part of the company’s 2020 production and distribution expansion plans for 2020.
According to TechCrunch, the beverage startup has sold 150,000 cans, which retail for $4 each, since last May. Cann products are available at just 60 dispensaries in California, and online via the Eaze cannabis marketplace, making the $600,000 in revenue the company generated in less than a year even more impressive.
Brands and Buds: Matt Morgan and His Cannabis Empire
Matt Morgan, a sixth generation Montanan farmer, exclusively tells Cannabis Aficionado how he grew one of the cannabis industry’s most successful companies.
In a week I’ve become something of an expert in all things Matt Morgan. He’s a fascinating read and is achieving rock star status as one of the first cannabusiness celebrities in the short time that weed’s gone legal.
If you’re one of his 777k followers (at press time) on Instagram you know that Morgan lives something of a fantasy lifestyle, photos of beautiful grow rooms with mountains of colas and bags of buds piled sky high—and even though he makes his cannabis business lifestyle look easy, you better believe it’s not. His hard work and tremendous drive are beginning to pay dividends, but only after years of growing his personal empire.
Matt Morgan is a builder of cannabis companies and they’re more than just uber successful. They’re powerful, game-changing, and visionary. In little more than a decade of hard and determined work, Morgan has carved out a comfortable niche.
For Morgan, a sixth-generation farmer from Montana, leaving the family’s fields of alfalfa and wheat to pursue cannabis meant more than breaking with tradition, but changing his parent’s perception that stoners were stupid, lazy, and wouldn’t amount to anything.
“My family was very anti-cannabis, actually. They would much rather have me drink alcohol growing up versus smoking cannabis. They had all the propaganda shoveled in their mouth for so many years about how cannabis was basically the devil, right? The last thing my family wanted me to do was to be involved in that sector — from a personal consumption standpoint as well as a business standpoint,” says Morgan.
“I’m still carrying the torch as far as farming goes, but its just in a completely different way. I’m a much bigger fan of the cannabis plant versus alfalfa!”
Despite Morgan’s family attitude, he wouldn’t change a thing about his childhood explaining how growing up in Montana “just gives you a certain set of core values” that have shaped and guided him in his pursuit of success in the States and beyond.
“I think people pick up on it very quickly when you have small-town roots,” says Morgan. “You shake peoples hands, and when you shake people’s hands, that’s your word. You follow through on everything that you say you’re going to follow through on.” He adds emphatically, “Honesty and integrity, all those things are instilled in you growing up in a place like Montana. People automatically trust you more or less based upon how you act, how you’re raised, and I think that goes a long way in business.”
Morgan’s moral code would soon pay off as he got his first taste of success selling real estate in his early twenties. What followed in 2008 is probably Morgan’s biggest game changer as the financial collapse left him to do some serious soul-searching.
That need to land on his feet and find the next big business opportunity led Morgan to settle on cultivating cannabis after months of online research. After getting his Montana medical marijuana card, Morgan blindly started growing; — expecting his first crop of six plants would produce High Times-worthy buds.
“In my head, I was like, ‘Man, if a bunch of hippies can grow up plants from seeds and grow some good buds, there’s no chance I’m not going to pull this off.’ But of course, my first couple attempts were epic failures,” Morgan laughs.
“I had no idea what I was doing. You name a branch, I hit it on the way down.”
Lucky for Morgan, he’s a fast learner and recovered quickly from his mistakes. Over a ten-month period, he scaled his grow operation to one of the largest in the state. Everything was going well for Morgan in Montana’s medical program where a caregiver could grow up to six plants per patient, with no cap or limit on size. Morgan’s hometown of Missoula was booming with more than 60 dispensaries in a town of 60,000-plus people.
“The ratio was ridiculous and Montana doesn’t really like change all that much,” says Morgan. “Once they saw all these dispensaries popping up and everybody growing cannabis, legislation came in and put a halt to everything. They limited each share grower to three patients and that’s when I started looking at other opportunities to scale the way I wanted to scale.”
In 2010, Arizona was crafting some of the most favorable cannabis laws for building a large-scale operation with unlimited plants, weight, and growth — and if he could secure one of the licenses from the state — it had everything Matt Morgan was looking for and more.
Moving to a new state where you don’t know anyone could seem daunting and intimidating, but not for Morgan who immersed himself by building a brand of hydro stores that would soon service the states large grows. With three Ugrow hydro stores under Morgan’s leadership and making steady gains, Morgan knew the key to scoring one of the 121 state licenses would be seeking out the who’s who of Arizona’s cannabis culture.
“Since I really didn’t know anybody the hydro stores gave me a chance to really get involved. I’d meet and greet with everyone in the space, which was very helpful early on.”
And his strategy worked. Knowing that the licenses would be highly competitive, Morgan’s intrepid networking led him to an influential senator’s son and indeed, they won a license in the first round of applications, quickly acquiring their second within a few months of being in business and Bloom dispensaries was born.
In as little as ten months that Morgan and his partner had grown Bloom dispensaries, they were now employing 120 personnel and earning revenues in excess of a million dollars a month. It’s here that I learn that Morgan has as huge a heart as he does a mind for business. As a difference in Morgan’s life is created, or as he experiences a certain level of success, he makes sure that the wealth is spread around.
“You’re literally seeing people, hiring them, and they’re driving to work in a car that barely runs and then six months later because of this job they’re driving a new car. Things like that are just so fulfilling in general. Helping and seeing all these people that you’re making their dreams become reality. The larger you can scale, the more people you can help,” says Morgan.
Morgan recalls how his mentors, most of whom were CFOs, CEOs of Fortune 500 companies and Fortune 100 companies gave him the “playbook on how to be a monster in the business space” because they understood the business from A to Z. Without them, he says, it would “take me forever to figure out how to recreate the wheel. They really turbocharged everything for me.”
To create Morgan’s own personal game-day book of business moves, he relates taking a lot of pages from other industries playbooks and “globbing them into a hot soupy mess” and navigating his way through to make sure he avoids all the common pitfalls or as many as he can.
Morgan quickly expanded the business to include more properties and turning over a million dollars a month in sales. It wasn’t long until his success attracted the eye of an investor who within hours of meeting Morgan wanted him to immediately fly on the company jet to meet his boss in south Florida. It didn’t take long for Morgan to meet and get a feel for the family company and know that he’d be a better fit working for them — but that was only after a “grueling six-hour interview process where they hammered me with questions and it felt like an interrogation,” says Morgan.
“In their defense, they should be asking as many questions as they want. The family office put up an absurd amount of money to build out the cannabis company and gave me a huge injection of capital to scale to sizeable proportions.”
But things didn’t go as smoothly as expected for Morgan when Bloom’s investors couldn’t come to terms with the family office. In the end, the family office would make an offer to start a new company leaving Morgan to walk away and completely divest himself from Bloom. In March of 2014, Tryke and Reef dispensaries were born.
To get started, Morgan created his temporary corporate headquarters in Tempe, Arizona, hired his executive team, and after receiving a license in the state he quickly set up three dispensaries in the somewhat remote Queen Creek. Morgan knew he had to attract the younger generation of trendsetters, the 21 to 30-year-old segment who he describes as the “cool kids who want to a part of this movement.” So he made it the “cool place to be” and brought in Wiz Khalifa, Berner of Cookie’s fame, and the Jungle Boys. Soon enough Reef dispensaries had 500 people a day driving 30-60 minutes out to the sticks because Reed wasn’t just a dispensary, it was a destination.
With a proven track record in Arizona, Morgan broke into Nevada and was awarded all of the eight applications submitted. “We won the most licenses in the state of Nevada, built our flagship store next to the Strip, built the 24/7-hour dispensary in North Vegas, popped up two more dispensaries in the Reno area and popped up one more flagship in Arizona with a large cultivation.”
Preparing for Nevada’s first day of legalization on July 1st, 207, found Morgan buying as much weed as humanly possible. “I was gobbling up product left and right in preparation because I knew that consumption would be a five to seven multiplier on what it currently was — and no one believed me,” Morgan says incredulously. “They thought we’d be lucky if we got a two multiplier, but all I could think was ‘You guys are nuts!’ and I was actually right. I ended up stocking several thousand pounds of cannabis in anticipation for rec sales.”
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To say the first day of Nevada’s legalization was a pivotal moment for Morgan would be as big an understatement as saying the Apple iPhone didn’t change the course of telecommunications. Standing on top of a building the size of two and a half football fields at 11:30 pm the evening that Nevada went rec, Morgan was scratching his head wondering just how he got there, “There were all these news outlets trying to interview me and so many cameras in my face. Looking around I wondered ‘how in the hell did I get 1200 people to stand in a line at midnight to buy weed?’” says Morgan.
“This massive line wrapped all the way around the building. This was a wow moment.”
Everything that Morgan had worked for over the past two and a half years in Nevada was culminating in that very moment. The fruit of all his labor was paying off and as he watched the fireworks go off at the stroke of midnight, Morgan knew that what he had accomplished was next level.
By the time that Morgan was exiting Reef, the company that he had built was running at over $100 million revenue run rate on an annual basis. It was common while he was there to hear comments about the strength of the culture instilled within the company — which Morgan equates back to his chief human resource officer’s core values and company culture.
“When I left Reef, we had 430 employees and every single one of them had a very similar culture and core values,” said Morgan. “You’d have a contractor, for example, come in and you’d ask someone for a broom and four people would be running as fast as they could to get a broom. I think that’s partly because they saw the CEO taking out his own trash, or I’d be picking up garbage all the time in the parking lot. I just don’t care. I’m not above any job, you know what I mean.”
No matter what size of the job, or even what job needs to be done — Morgan is not afraid to roll up his sleeves, dig in, and get dirty. That must’ve been what led Dan Bilzerian to come calling on Morgan. “Bilzerian’s been a good buddy for a long time and he approached me to help him build out a cannabis brand, be a brand ambassador and one of his advisors. We recently launched his new brand Ignite, and I’ve been intimately involved with helping him get that started as well,” says Morgan.
“Business is like a full-contact sport,” says Morgan. When it comes to big money, all bets are off, and it brings me back to survival of the fittest. You’ve got to do whatever it takes to be successful… and always go to bed being the hardest working guy that day.”