The Budtender's Guide to Cannabis Genetics: The Role of Phenotype, Genotype, and Chemotype in Cannabis Sales
The concepts of phenotype, genotype, and chemotype are not likely to be found in many dispensary training manuals. While an initial attempt to define these terms might yield a basic understanding—associating phenotype with physical traits, genotype with genetic makeup, and chemotype with chemical composition—a slightly deeper grasp of these terms within the context of the cannabis industry is an important foundational step for any cannabis retail business looking to truly know the product they sell and set themselves apart in this highly competitive market. Let's explore the definition of these terms, their relevance within cannabis sales, and how integrating fundamental cannabis botany principles can contribute to higher Average Transaction Value (ATV) and improved customer loyalty.
Starting with the phenotype, this term generally refers to the observable characteristics or traits of an organism. In the context of cannabis, phenotypes are described using the classifications Indica or Sativa. While Sativa varieties are characterized by taller stature and thinner leaves, and Indica varieties by a bushier appearance and broader leaves, it's crucial to note that these physical differences do not dictate the effects experienced by the consumer. (For more on the false association between phenotype and effects, click here.)
The phenotype is, in essence, an expression resulting from the interplay between a plant’s genotype—its genetic blueprint—and its environment. This genetic composition provides the plant with a spectrum of potential traits, but it is the environment which allows a particular set of characteristics to dominate and express themselves in the phenotype. For instance, a plant’s genotype may contain the genetic potential for producing anthocyanins, the compounds responsible for purple hues in some cannabis cultivars, but a specific environmental trigger, such as a drop in temperature, is required for this characteristic to manifest in the phenotype.
Turning our attention to the concept of chemotype, or chemovar (chemotype + cultivar), this terminology is utilized to denote the distinct chemical composition of a cannabis plant. It plays a crucial role in identifying the expected effects and potential medicinal benefits it may offer. Chemotype is determined by the specific cannabinoids and terpenes present in the plant, which are the primary compounds responsible for the plant’s effects, aroma, and flavor. The diversity in cannabis chemotypes is vast, leading to a wide range of potential experiences for the consumer.
Understanding the chemotype of a cannabis cultivar is crucial for budtenders and consumers alike, because, unlike phenotype, which cannot reliably predict the effects, the chemotype is essential for accurately determining the likely effects and therapeutic potentials a cannabis cultivar may possess. An obvious example would be a cultivar rich in THC (tetrahydrocannabinol) is likely to produce more psychoactive effects, whereas a cultivar high in CBD (cannabidiol) may offer therapeutic benefits without the intense psychoactivity. Terpenes, the aromatic compounds found in many plants, are also part of a cultivars' chemotype, and play a pivotal role in defining the unique aroma and flavor profiles of different cannabis strains. However, their importance extends far beyond just sensory appeal. Terpenes interact synergistically with cannabinoids like THC and CBD, contributing to the overall effects experienced by the consumer. This interaction, known as the "entourage effect," suggests that the therapeutic and psychoactive properties of cannabis are not solely due to individual cannabinoids but are enhanced by the presence of terpenes.
For cannabis retail businesses, a deep understanding of chemotypes translates into better recommendations for customers. Budtenders can more accurately guide customers towards cultivars that align with their desired outcomes, whether they're seeking relief from stress, pain, or insomnia, or simply looking for an uplifting experience. By matching consumers with products that align with their desired effects or therapeutic needs, businesses can foster loyalty and enhance the overall customer experience. It also empowers consumers to make informed choices, further demystifying the complexities of cannabis and its myriad of effects.
Incorporating knowledge of chemotypes into cannabis retail not only elevates the consumer experience but also positions a business as a trusted authority in the industry. As the cannabis market continues to evolve, this level of expertise will become increasingly valuable, distinguishing knowledgeable retailers from their competitors.
At Stone(d) Consulting, we believe that knowing the science behind cannabis is key to great sales. That's why our training program is built on a strong foundation of cannabis science and customer service. The goal is to help your business stand out and increase revenue by making sure your team is confident and knowledgeable, and your customers receive exactly the experience they want, both from the products they purchase as well as inside your stores.
For further information or to explore how I can elevate your budtenders to industry leaders, thereby enhancing your average transaction value, please don't hesitate to get in touch. You can contact me through the contact form on our website, or directly via email at Brittney@stonedconsulting.com.
