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What if the cannabis experience you think you’re buying… isn’t actually what ends up in the product?

As the cannabis industry matures, one of its biggest challenges isn’t potency—it’s consistency.

On this episode of Let’s Be Blunt with Montel, Montel sits down with Daniel Cook, CEO of True Terpenes, for a fascinating conversation about the science behind aroma, flavor, and why so much of what makes cannabis unique can be lost during processing.

Daniel’s path to cannabis is anything but ordinary—from Harvard Business School to the wineries of Chile, where he developed a deep appreciation for aroma science, sensory experience, and product consistency. Now, as CEO of True Terpenes, he’s helping shape the future of cannabis product innovation.

The conversation dives into Headstash, True Terpenes’ newly launched platform designed to restore the aroma and flavor compounds often stripped away during manufacturing—giving brands the ability to deliver a more reliable, full-spectrum sensory experience at scale.

Montel and Daniel unpack:

Why cannabis products often fail to deliver consistent experiences

What terpenes really do—and what the public gets wrong

The parallels between cannabis, wine, and consumer packaged goods

How brands are using sensory science to build trust and loyalty

The evolution of True Terpenes over the past 10 years

Where cannabis product innovation is headed next

If cannabis is going to be taken seriously as a mature industry, quality, predictability, and consumer trust have to lead the way.

This episode explores the science making that possible.

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