Everyone in cannabis talks about effects-based products — almost no one can deliver them consistently.

Repeatable experiences require precision and formulation discipline that looks a lot more like pharma than cannabis.

And here’s why: most operators don’t treat in-house analytics as essential. But that’s the mistake.

Process control isn’t optional — it’s the foundation for delivering the same experience every single time.

This week we sit down with Chris Emerson, Founder of LEVEL, to break down:
• How true effects-based products are actually built
• The analytics and standardization required for repeatability
• Why most teams can’t achieve consistency — and what it takes to fix it

Chapters

00:00 Introduction to Chris Emerson and Level

03:07 The Journey into Cannabis and Product Development

06:02 Challenges in Consistency and Formulation

08:48 Navigating the Market and Consumer Education

12:05 The Role of Cannabinoids and Future Innovations

14:56 Expanding Beyond California: Challenges and Strategies

27:32 The Importance of Consistency in Product Quality

29:51 Navigating the Medical vs Recreational Cannabis Landscape

33:03 Advanced Analytics in Cannabis Production

36:02 Innovations in Product Formulation and Consumer Experience

39:56 Strategic Approaches to Hemp and Cannabinoid Research

45:00 Exploring the Future of Cannabinoids and Consumer Education

Summary

In this conversation, Chris Emerson, founder of Level, shares his journey from academia to the cannabis industry, discussing the challenges and innovations in product development. He emphasizes the importance of effects-based formulations, consistency in product quality, and the need for consumer education in a rapidly evolving market. The discussion also touches on the future of cannabinoid products and the strategies for expanding into new markets while maintaining quality and consistency. In this conversation, Chris Emerson discusses the complexities of cannabis production, emphasizing the importance of consistency and advanced analytics in ensuring product quality. He explores the challenges faced by the medical cannabis market as it competes with recreational use, and shares insights on the evolving landscape of cannabinoid research, particularly focusing on the Varin class and acidic cannabinoids. The discussion also touches on strategic approaches to hemp and the significance of consumer education in navigating the cannabis industry.

Guest Links:

https://www.linkedin.com/in/chris-emerson-ph-d-464b245a/
https://www.instagram.com/level.experience
https://www.linkedin.com/company/levelexperience/
https://levelexperience.com/

Our Links:

Bryan Fields on Twitter

Kellan Finney on Twitter

The Dime on Twitter

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Chris Emerson

Episodes with Chris Emerson