$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

The Dime on Twitter

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What if keeping the room a little too dry is killing your plants?
Humidity—and the HVAC that controls it—drives plant health, but air isn’t uniform across the room. The fix isn’t more AC; it’s dialing VPD so humidity, lights, airflow, and irrigation work together. Get it wrong and you lose yield and fail tests; get it right and buds stay sticky, healthy, and consistent.

This week we sit down with Dr. Greenhouse (aka Nadia Sabeh) to discuss:

• Dry ≠ safe: why extra-dry rooms can actually spread powdery mildew
• Measure where it matters: a simple toolkit and method at the canopy
• Design for airflow: room shapes and layouts that keep climate even

Summary

In this episode, Bryan Fields and Kellan Finney welcome Nadia Sabeh, also known as Dr. Greenhouse, to discuss the intricacies of cannabis cultivation, focusing on HVAC systems, climate control, and the importance of data monitoring. Nadia shares her journey into the cannabis space, her expertise in controlled environment agriculture, and the challenges growers face in maintaining optimal conditions for their crops. The conversation delves into root cause analysis, the significance of understanding plant needs, and the necessity of proper data collection to improve cultivation practices. Nadia emphasizes the importance of customizing environments for different strains and the impact of room geometry on airflow dynamics. She also highlights essential tools for growers and offers final takeaways for improving cultivation practices.

Chapters

00:00 Introduction to Dr. Greenhouse and Nadia Sabeh

04:46 Understanding Root Cause Analysis in Cannabis Cultivation

10:54 The Importance of Data Collection and Monitoring

18:04 Troubleshooting HVAC Systems in Cultivation Facilities

24:19 Customization of Environment for Different Strains

30:41 Room Geometry and Airflow Dynamics

40:27 Essential Tools for Growers

50:41 Final Takeaways and Future Tools for Growers

Guest Links:

• https://www.linkedin.com/in/nadia-sabeh-phd-pe-leed-ap-45656315/
• https://www.doctorgreenhouse.com/
• https://www.youtube.com/@drgreenhouseinc
• https://www.linkedin.com/company/doctor-greenhouse/
• https://www.instagram.com/drgreenhouseinc

Our Links

Bryan Fields on Twitter

Kellan Finney on Twitter

The Dime on Twitter

Extraction Teams: Want to cut costs and get more out of every run? Unlock hidden revenue by extracting more from the same input—with Newton Insights.

At Eighth Revolution (8th Rev), we provide services from capital to cannabinoid and everything in between in the cannabinoid industry.

8th Revolution Cannabinoid Playbook is an Industry-leading report covering the entire cannabis supply chain

The Dime is a top 5% most shared global podcast

The Dime is a top 10 Cannabis Podcast

The Dime has a New Website. Shhhh its not finished.

Sign up for our playbook here:

🎥 YouTube: The Dime

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https://www.newton-insights.com/

What if the smartest growth move is cutting—on purpose?

Turnarounds aren’t financial stories—they’re operational ones.

Growth-at-all-costs is out. The new playbook: prune non-core assets, concentrate resources in high-return states, and speed the path from cultivation to checkout.

This week we sit down with Richie Proud, CEO of iAnthus, to discuss:

• Brand strategy: MPX & Cheetah — complementary roles that travel and drive velocity
• Arizona sale → core growth — why pruning unlocked focus in FL/NY
• Wednesdays in Florida — weekly drops as a repeat-traffic engine

Chapters

00:00 Introduction to IANTHUS and Richie Proud

02:23 Richie's Journey to Cannabis Leadership

05:54 Navigating the Complexities of IANTHUS

09:40 Strategic Decisions: Divesting from Arizona

11:27 Identifying Key Markets for Growth

14:28 Building Relationships in the Cannabis Industry

18:03 Operational Challenges and KPIs

22:13 Understanding Consumer Differences Across States

23:51 The Cheetah Brand Acquisition

26:54 Integrating New Brands and Operations

32:37 Creating a Unique Retail Experience

36:08 Learning from the Fashion Industry

39:55 Balancing Speed and Quality in Product Development

45:22 Leveraging AI for Real-Time Insights

47:22 Lessons Learned in Operations

51:33 Building a Super Friend Network

52:27 Connecting with Consumers and Community

Summary

In this episode, Bryan Fields and Kellan Finney sit down with Richie Proud, CEO of IANTHUS, to discuss his unique journey from the fashion industry to leading a cannabis company. Richie shares insights into the complexities of operating across multiple states, the importance of building relationships in the cannabis industry, and the strategic decisions that have shaped IANTHUS's growth. He emphasizes the need for operational excellence, understanding consumer behavior, and the role of AI in enhancing business decisions. The conversation also touches on the significance of creating a unique retail experience and the lessons learned from past operational challenges.

Guest Links:

• https://www.linkedin.com/in/richie-proud/
• https://www.ianthus.com/
• https://www.linkedin.com/company/ianthus-capital-management/
• https://x.com/ianthuscapital

Our Links:

Bryan Fields on Twitter

Kellan Finney on Twitter

The Dime on Twitter

Newton Insights: For extraction teams, everything changes when you can finally see what’s happening in real time.

At Eighth Revolution (8th Rev), we provide services from capital to cannabinoid and everything in between in the cannabinoid industry.

8th Revolution Cannabinoid Playbook is an Industry-leading report covering the entire cannabis supply chain

The Dime is a top 5% most shared global podcast

The Dime is a top 10 Cannabis Podcast

The Dime has a New Website. Shhhh its not finished.

Sign up for our playbook here:

🎥 YouTube: The Dime

📸 Instagram: The Dime

https://www.newton-insights.com/