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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.

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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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