Episode 251 is the 49th episode of Season 4.
Daniel Cook is the CEO of True Terpenes, a terpene and flavor house that works with vape, pre-roll, beverage and edible brands. He came to cannabis by way of wine in Chile and Argentina and years helping natural food brands grow, and he joined True Terpenes in 2020 just before COVID.
In this one, Daniel walks us through how flavor has changed as more people come to cannabis. Some want strain-driven profiles and others want flavor-forward options like key lime pie or peach rings. He explains why the company brought a board-certified toxicologist onto the team six years ago and how her methodology became part of an ASTM standard for vape. We talk about what the wine aroma wheel could teach cannabis about common language and why THC percentage does not predict what people enjoy. He also tells us how the team immerses itself in a flavor before building it, like eating the same childhood cereal every day for eight weeks to get cereal milk right. We wrap up with the launch of LOUD Flavors and his upcoming time in Europe.
Learn more at trueterpenes.com, follow True Terpenes on Instagram at @trueterpenes.
Enjoy the show!
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