The Dime Sensory Science Unlocked, Beyond THC, Inside True Terpenes ft. Dan Cook
$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
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