The terpenes, which are the components of the cannabis plant that give it its unique characteristics and aromas, will also be studied more as scientific research on the subject continues to grow. These botanical compounds are the building blocks that give cannabis buds their characteristics—everything from the aromas of the bud to the physical appearance to the various feelings and sensations that cannabis strains can provide.
Myrcene is responsible for the relaxing, “couchlock”, feeling that indicas are known for. Terpinolene, limonene and other terpenoids, on the other hand, provide sativas with their energy boost and creative spark. Pinene emits a foresty aroma, while caryophyllene has a spicy smell. The study of terpenes has been a wonderful new branch of botanical science. Some very innovative companies have created these unique compounds as well as researched them.
True Terpenes CEO Daniel Cook said, “Terpenes is the aromatic essence of cannabis.” “They’re what give each strain its signature scent and flavor—from citrusy bursts to deep, earthy notes.”
True Terpenes, founded in 2016, has led the way with terpene research and production. Chris Campagna was the founder before he founded the company. He ran a cannabis medical clinic in Oregon where he saw how the terpene composition of cannabis products can be so inconsistent. Campagna also observed that many terpenes were destroyed by common extraction techniques.
It could prove problematic to remove those terpenes, particularly since most states offer some type of medical cannabis program. Patients from every conceivable social group have also become medical marijuana patients. In the case of a medical cannabis patient who relied heavily on an indica that was high in myrcene to relieve anxiety or sleeping problems, the loss of myrcene may reduce its potency. The deletion of terpenes could worsen the pain for a patient who uses a strain with a high pinene content to treat muscle pain.     Â
Campagna was able to realize the importance of terpenes after reading Dr. Ethan Russo’s extensive research into the entourage effects of cannabinoids.Â
Cook says that this insight led him to create True Terpenes. The company is dedicated to offering product developers high-quality, consistently blended terpenes. “By rebuilding terpene profiles, brands could craft reliable, effective products that honored the complete cannabis experience—not just its THC content.”
True Terpenes blends, for example, have become increasingly popular due to a variety of factors. The rapid growth of the US marijuana industry is the first factor to be credited. According to the Vangst Jobs Report 2025, despite only having recreational cannabis legalized in 24 states in the US, sales of the industry will surpass $30 billion by 2024. Campagna’s Oregon experience is very likely repeated by cultivators and extraction companies from all over the world. They are now looking for ways to enhance their terpene profiles and protect them against harmful manufacturing practices. The need for diverse terpene mixtures is likely to increase as more states begin legalizing cannabis and creating statewide industries.
The retail cannabis market expanded and cannabis consumers became increasingly aware of the many options available to them. While THC content was more important in unlicensed markets, consumers today are becoming aware of differences in effects, feelings, and sensations between indica, sativa as well as terpinolene, ocimene, and linalool. Â
Cook says, “The evolution in our terpene solution mirrors that of cannabis consumers from curiosity to sophistication.” “At first, the cannabis industry focused on simple flavors and strain replicas. People today expect consistency, authenticity and depth.”
Their inherent flexibility is also a factor in the growing popularity of terpene solutions, since they are able to be seamlessly integrated into any cannabis product, including gummies, beverages, vape cartridges, and topicals. It allows for consistency in flavor, effect and aroma. Terpenes blends, which can be applied to so many cannabis products and formats, are accessible for virtually all types of consumers. The same terpene blend can enhance the experience of a person in their twenties who is enjoying a mini-preroll or an older adult trying cannabis for the first.
Cook states that “people want products with more nuance than THC and CBD percentages. They’re looking for products which deliver mood, flavor and effect in a subtle and intentional way.” Aroma and flavor make it possible.
Cook believes that terpenes will have a positive future as prestigious universities such as The University of Arizona, and private funded companies, continue to expand the research on the terpenes. “We are entering the cannabis experience economy and terpenes hold the key for unlocking differentiating, focused and repeatable experiences. Give products a personality. The ritual invites the user into an experience. They help both novices and experts explore cannabis more clearly and with greater control.
This story was originally published in issue 52 of the print edition of Cannabis Now.