$8 billion in products hit shelves each year with True Terpenes inside. The real edge? Turning sensory science—backed by data—into products that connect and fill clear gaps in the market.

We break down what cannabis can borrow from wine (shared language, guided discovery), where that analogy stops, and why toxicology and standards are the new trust layer.
Plus: how to transform the consumer experience, educate at scale, and move beyond THC% and indica/sativa as guideposts—especially as regions and genetics evolve.

This week we sit down with Dan Cook, CEO of True Terpenes, to discuss:

Sensory > THC: using shared language (and data) to build products people can feel
From grape to gas: wine’s aroma-wheel lessons for cannabis guidance
Built to last: audits, toxicology, and disciplined expansion

Chapters:

00:00 Introduction to Daniel Cook and True Terpenes

02:53 Daniel's Journey into the Cannabis Industry

06:01 Navigating Volatility in the Cannabis Market

08:59 True Terpenes: Size and Clientele

12:03 Formulation Process and Client Collaboration

15:10 Sensory Science and Market Trends

18:00 Standardizing Sensory Language in Cannabis

21:11 The Importance of Data in Cannabis Formulation

23:47 Future Directions for Cannabis Education

28:06 Aligning Sensory Markers for Enjoyment

30:04 Strain Variability and Consumer Expectations

32:49 The Importance of Storytelling in Cannabis

36:14 The Future of Cannabis: Regional Influences

37:51 Exploring Therapeutic Claims and Research

40:25 Navigating International Regulations

42:51 Innovations Beyond Cannabis

45:16 Challenges and Lessons in Rapid Growth

49:55 Literature's Impact on Storytelling

51:10 Toxicology and Product Safety

Summary

In this episode, Bryan Fields and Kellan Finney interview Daniel Cook, CEO of True Turpenes, who shares his journey from literature to the cannabis industry. They discuss the importance of sensory science in cannabis products, the challenges of navigating the volatile cannabis market, and the need for consumer education and standardization in sensory language. Daniel emphasizes the significance of THC as one of many compounds that contribute to the cannabis experience and highlights True Turpenes' commitment to safety and innovation in flavor applications. The conversation also touches on the company's growth, lessons learned, and future aspirations in both the cannabis and beverage industries.

About True Terpenes :

As a next-generation flavor house with an innovative terpene solutions platform, we create incredible sensory experiences under the industry's highest safety standards. We are creators, scientists, and outside-the-box thinkers. We champion the terpene kingdom with science-based research and leverage sensory analysis to create flavors and aromas that are true to experience.

Guest Links

https://www.linkedin.com/company/trueterpenes/
https://www.linkedin.com/in/daniel-a%C3%B1orga-cook-10b91655/
https://www.instagram.com/trueterpenes/?hl=en

Bryan Fields on Twitter

Kellan Finney on Twitter

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Dan Cook

Episodes with Dan Cook