In the past few years, especially with the passing of the 2018 Farm Bill making the growth, production and distribution of hemp federally level in most instances, the cannabis and CBD/hemp industries have exploded. And, the industry will continue to grow. Leading cannabis researchers BDS Analytics and Arcview Market Research predicts that the collective market for CBD sales in the U.S. will surpass $20 billion by 2024.
With our extensive cannabis experience at Aspen-and Fort Lauderdale-based public relations agency Durée & Company, we know that the future of cannabis is not just about CBD and THC, given there are other beneficial cannabinoids in the cannabis plant. Cannabinoids are any of the various naturally-occurring, biologically active, chemical constituents, such as cannabidiol or cannabinol, of hemp or cannabis including some that possess psychoactive properties. Each cannabinoid in the hemp plant has different attributes and potential uses.
So, what other cannabinoids with promising applications will you see in the future?
- Cannabigerol (CBG): CBG is a non-psychoactive cannabinoid. It is typically most abundant in low-THC and high-CBD cannabis strains. CBG reacts with the cannabinoid receptors of the brain, however, it acts as a buffer to the psycho-activity of THC by working to alleviate the paranoia sometimes caused by higher levels of THC. Recent research has shown that CBG works to combat inflammation, pain and nausea.
- Cannabinol (CBN): CBN is a mildly psychoactive component that comes from stale cannabis and the breakdown of THC molecules. A study from Steep Hill labs showed CBN could be the most sedative of all cannabinoids and could be used effectively used as a sleep aid. This cannabinoid has been shown to help regulate the immune system and relieve pain and inflammation.
- Cannabichromene (CBC): Due to binding poorly to CB1 cannabinoid receptors in the brain, CBC is non-intoxicating, so it will not make someone feel “high.” CBC possesses anti-inflammatory properties. Medical research is deeming it to potentially be a cancer-fighting compound due to its natural interaction with the body’s endocannabinoid system. Although it has proven to show benefits alone, the healing powers of CBC increase significantly when combined with other cannabinoids, such as THC or CBD.
- Cannabicitran (CBT): CBT was originally isolated in 1971. While little is known about the compound at this time, it inspired curiosity from consumer product companies, scientists and researchers around the world. Researchers have discovered CBT is the most concentrated in distillates from CBD-dominant, low-THC cannabis varieties.
These are only four cannabinoids that you will see in the near future. Some cannabis brands are already exploring different cannabinoids in their products.
For example, Veritas Farms is more than just CBD – their products are made with full spectrum hemp oil. Full spectrum hemp oil contains many beneficial cannabinoids and properties of the hemp plant including CBD, CBG, CBN, CBC, flavonoids, terpenes and under 0.3% THC, rather than only CBD isolate. All these cannabinoids and properties working together produce the “Entourage Effect,” which results from the synergistic absorption of full spectrum hemp by the receptors of the human endocannabinoid system.
On the laboratory side, ACS Laboratory, Florida’s largest ISO Accredited, DEA licensed and CLIA licensed laboratory designated by the Florida Department of Agriculture and Consumer Services (FDACS), is also expanding their capabilities to test for more and more cannabinoids, which are all shown clearly on a Certificate of Analysis (COAs).
When choosing the right product for you, it is so important to pay attention to the COAs. They ensure the product is safe, efficient and the best quality. Third-party testing laboratories will provide a COA for each product batch tested. The COA shows the product was tested for cannabinoid and terpene content. They also test for heavy metals, pesticides, residual solvents, microbials and more.
In the future of cannabis and hemp, you will also see much more about terpenes and how they work synergistically with cannabinoids. Terpenes are the organic compounds responsible for the aroma and flavors of cannabis. They influence the effects of cannabis by interacting with cannabinoids.
As the cannabis and hemp/CBD industries continue to expand into the hundreds of other cannabinoids, Durée & Company is here to help navigate and publicize brands in the space while keeping a watchful eye on the latest trends, news and research. Contact us today, or visit our cannabis- and hemp-specific website for more information.
About Durée & Company, Inc.
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, digital marketing, content development, advertising, special events, branding, radio promotions, affiliate marketing and more. Durée & Company clients include well-known names in yachting, business, real estate, hospitality, travel, cannabis and hemp, wellness and CBD, art and culture, fashion, nonprofit organizations, legal and professional services. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; or visit its new, specialized cannabis- and CBD-specific site at cannabismarketingpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter and LinkedIn at @DureeCoPR, or on YouTube at @DureeAndCompany.