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To Keep New Customers Coming Back, the Cannabis Industry Has to Perfect Dosing

Deceptively potent edibles routinely contain far more THC than recommended for first time users.

This story appears in the August 2019 issue of Green Entrepreneur. Subscribe »

For someone new to cannabis, a Day Dreamers peppermint chocolate bar looks like a delicious entry point. It’s divided into six bite-size pieces, and its wrapping promises: “Improving your everyday.” What could go wrong? 

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Maybe this: Just one of those little squares contains 60 times the THC recommended for a new consumer -- and although the bar’s fine print says that it’s for people with high tolerance, that’s an easy message to miss. If a newbie eats the whole thing, they’ll take in 360 times the suggested inaugural amount.

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