North America spearheaded the cannabis industry, demonstrating the potential of a regulated market. While this was the main takeaway from the industry's early days, there is also a downside: the rush to be first led to well-known mistakes. High-tech indoor facilities and flashy Ferrari-style greenhouses were shut down, widespread mismanagement occurred, and the overall quality of products was lacking. The world watched and took note. However, that doesn't mean these same issues didn't arise in newer markets, which is exactly what has been happening in the Australian one.
Medical over taste
"When a market is new, there is a strong focus on the medical properties of the plant," explains Matthew Dent, an Australian cannabis grower from Wangara. "However, this often comes at the expense of quality." In other words, Australian producers have not been entirely focused on meeting consumer expectations. "So, you get this 25% THC cannabis medicine, but when the patient consumes it, it's not a pleasant experience." Of course, one could argue that medicines are not supposed to be enjoyable, yet this is an aspect the medical cannabis industry tends to shy away from—or at least tries to. "It feels like history is repeating itself, and you can see this same trajectory in other markets as well. However, here in Australia, the paradigm is shifting, and people are beginning to realize the importance of focusing on quality and the role good genetics play." That is to say, if you have the capability to make medicine pleasant to consume, then why not embrace it?
Unlike other medicines, cannabis has a history rooted in recreational use, with the medical side often left in the hands of users themselves. This has led many to judge the quality of cannabis products by their flavor, in addition to their effects. "It's only natural for recreational users to associate quality with flavor, texture, and all those characteristics," Matthew points out. "Although medical cannabis is obviously produced to treat specific conditions, it still has the same characteristics as the recreational product and can be just as desirable."
Consumers getting savvier
According to Matthew, growers initially believed that patients would simply accept doctor-prescribed medicine without much complaint. After all, medicine is supposed to be bitter, right? "The reality is that patients are returning to their doctors with more freedom and telling them that their cannabis medicine tastes bad and gives them a sore throat. Bluntly put, consumers are starting to become more discerning."
Higher-quality products are indeed making their way into the cannabis market, and Australians are becoming increasingly vocal in calling out subpar products. "Consumers are also realizing that they have a voice and can choose what suits them best. So, we've moved from a push scenario, where manufacturers and doctors dictated the pace, to a pull scenario, where consumers are driving the market."