Whitney Conroy, Courtesy of Natural Natural
Innovation meets science in the world of cannabis with Natural Natural’s groundbreaking THCV strain, “Get Sh!t Done.” This high-potency strain, backed by years of research and clinical trials, is reshaping the industry and redefining the cannabis experience.
Natural Natural gave us the inside scoop of THCV’s many health and wellness benefits. Join us as we delve into the story behind the strain and explore its implications for the future of cannabis.
Photo Courtesy of Natural Natural
Emerald Magazine: What inspired Natural Natural‘s proprietary THCV strain, “Get Sh!t Done”? What sets it apart from other cannabis strains?
Whitney Conroy (WC): THCV piqued our interest because early research shows it holds many potential health and wellness applications. These include positive outcomes for appetite reduction, diabetes, and neurodegenerative diseases.
THCV naturally occurs at a low percentage in most strains of cannabis, we spent years breeding Get Shit Done (GSD). GSD now ranges from 15-20% THCV with only 8 weeks of flowering time. We made sure the plant kept its unique purple coloration & citrus and candy aromas. GSD is the highest potency THCV strain available, and the only THCV strain with clinically proven effects.
Consumers want reliable, high-quality cannabis products that deliver consistent effects that improve their daily activities. GSD provides a new category for consumers – a lucid, active experience without the munchies.
Emerald: Can you share some insights from the IRB-backed study conducted by People’s Science on the effects of the “Get Sh!t Done” strain? How does it influence energy levels and mood enhancement?
WC: Our clinical trial produced some exciting results. The GSD gummy increased energy, activity, motivation, and well-being without the fatigue and munchies associated with THC consumption.
Twenty-percent more participants felt energized after consuming the GSD gummy. Participants who consumed the THC-only gummy reported feeling fatigued approximately three times more than the GSD group. Also, 40% more participants reported enjoying their daily activities after consuming a GSD gummy compared to placebo.
Emerald: Can you discuss the partnership between Natural Natural and popular cannabis brands to create products utilizing Natural Natural’s THCV genetics?
WC: Natural Natural acts as an innovation partner to cannabis brands that utilize our genetics. Our partnerships are possible thanks to our science-based approach that enables us to produce plants with more minor cannabinoids like THCV. From there we invested in a clinical trial to scientifically validate the effects of our THCV-dominant strain, GSD. This clinical trial allows our partners to make marketing claims backed by science. We further support our partners with cultivation, extraction, formulation guidance, product, education, and marketing strategies.
Emerald: What types of products utilize Natural Natural’s THCV strain? How do they cater to different consumer preferences and needs?
WC: Our brand partners have launched 53 products in seven states and Canada. You can now find products containing Natural Natural THCV in flower, prerolls, infused pre rolls, vapes, tablets, and beverage categories.
Flowers and prerolls cater to consumers who are looking for a whole-plant experience. Edibles are a popular choice for wellness consumers, consumers who want a more discreet option, or someone who wants a longer lasting effect. With manufactured products like vapes, brands can also create specific ratios for products that provide a more specific mood state like social or productive.
Look for the Natural Natural logo to see if your product was made with Natural Natural THCV.
Emerald: How does Natural Natural ensure the consistency of its THCV strain across various product formulations, such as vapes and gummies?
WC: Natural cannabinoid products, like Natural Natural THCV, are made from phytocannabinoids created by an enzyme inside the plant, so you get the same molecules every time with no uncertainty. To ensure consistency across products, we work closely with our brand partners throughout extraction and formulation to share our learnings on the unique qualities of THCV.
Emerald: What are some common misconceptions about THCV?
WC: A lot of people hear the name “THCV” and automatically think it will have a similar effect as “THC.” THCV interacts with receptors in the brain differently. It is not impairing like THC. One study showed that THCV can improve response time in tests of impairment.
There have also been claims that THCV suppresses appetite. While this is an avenue we’re excited to explore, we haven’t had the resources to research this yet. We do know that THCV ameliorates the munchies brought on by THC consumption, which is exciting!
Emerald: Can you discuss the importance of consumer education in the cannabis industry, particularly regarding lesser-known cannabinoids like THCV? How does Natural Natural contribute to this?
WC: Consumer education is critical to the growth of the cannabis industry. We don’t have access to many traditional marketing channels, so we have to get creative and work alongside our brand partners to ensure cohesive, comprehensive messaging. We’ve created THCV education and marketing assets along with sales training materials and webinars to expand awareness of THCV efficacy, natural cannabinoids, and our THCV study. Our website is also a great resource.
We also strive to provide education about the benefits of natural plant-based cannabinoids. Look for the Natural Natural logo to know your product was made with NATURAL THCV!
Emerald: As a company focused on innovation, how does Natural Natural stay abreast of emerging trends and research in the cannabis industry? How does this inform its product development strategies?
WC: We have a broad approach to innovation. We have frequent dialogues with other research-oriented cannabis organizations, comb through industry news for emerging clinical research, and look to research on traits of interest in other plants. Other plants produce cannabinoid-like molecules, and knowing the genetic basis or pathway can help us in breeding cannabis.
As we learn more about a particular cannabinoid or a trait, we evaluate whether we should breed for it. We ask a lot of questions – Does a cannabinoid have the potential to have a big impact on health, wellness, or the recreational market? Would plants with that new trait benefit growers? What do we know about the genetic basis of the cannabinoid or trait? Is it a viable breeding target? For those cannabinoids or traits that rise to the top, we build a plan and get going!
Emerald: In what ways does Natural Natural prioritize sustainability and ethical practices in its cultivation and production processes?
WC: By increasing the potency of the plant to 20% THCV, we have reduced inputs including energy, water, and fertilizers required to produce THCV compared to lower THCV plants.
Our breeding research partner, Progressive Plant Research (PPR), has also made incredible strides in sustainability using Controlled Environment Agriculture (CEA) practices. These include energy-efficient equipment, integrated controls, and system automation providing a more sustainable model for cannabis cultivation.
We also work with brand partners that prioritize sustainable practices like Pacific Dutch Group. They utilize full sun growing techniques and cutting-edge technologies to reduce waste.
Emerald: Looking ahead, how does the company plan to continue to research and innovate potential applications for THCV?
WC: We believe that the cannabis plant has endless opportunities. Humans have had a relationship with cannabis for millennia – using it for ceremony, medicine, and fun. We think that the historical diversity of cannabinoids and secondary metabolites allowed for effectiveness in all of these varied uses. Breeding over the past 60 years has focused on THC potency. We believe it is time to move Beyond THC and bring back this diversity of chemistry to harness the power of cannabis truly.
For THCV, we will continue to study the impacts of this cannabinoid in combination with other cannabinoids and various forms including smokable flower, vape, edibles, and beverages.
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