The fact that THC is the most desired cannabinoid is distorting the New Jersey adult-use cannabis market, with some inflating the printed label levels.
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Most casual consumers tell dispensary budtenders they want the “strongest” weed with the most THC.
So, since cannabis flower with more THC is demanded, it is priced higher.
THC Inflation in the NJ Cannabis Market
Because so many casual consumers seek flower with the most THC, many growers raise modified plants with more than 15 percent THC. This has led to widespread accusations of THC inflation.
This led cannabis consumer advocate Andrea Raible to often speak at NJ Cannabis Regulatory Commission (NJ-CRC) meetings, requesting them to investigate the issue. In addition, she led a study where she had legal cannabis flower tested. They found the THC levels to be lower than the levels on the package. The study was publicized in March 2025.
The NJ-CRC ultimately promised to investigate THC inflation in August 2025. They touted incremental progress in May 2026 after closely monitoring the busiest testing labs.
The Complicated Nature of Highness and THC
Besides THC, there are other cannabinoids like CBN that can specifically help with sleep. Others like CBG help with inflammation. The cannabinoids work together to create the entourage or ensemble effect.
However, the higher the THC percentage gets, the more it crowds out other cannabinoids in a zero sum-game.
This is why Niche NJ CEO Nick Desai said he grows premium craft cannabis flower more for flavor than THC levels.
“We know more THC does not mean more high. We know that in our hearts. We see it in our plants,” Grown Rouge NJ Operations President Josh Krane explained. “THC by itself is a very narrow high. It’s the other cannabinoids and the terpenes and the combo of all of them that make you feel a specific way.”
So, it ultimately limits the natural healing ability of cannabis flower. For those who want to party and consume casually, this might not matter much.
“Sometimes that get you really high weed is a 22 to 26 percent. And that’s gonna have a much better physical effect on you than something that’s labeled 32 percent,” Krane added.
Notably, before weed flower is burnt, a process known as decarboxylation, it usually has more THCA than THC in the first place.
Like wine, a lot of the cannabis experience is determined by the smell. So terpenes like limonene and myrcene significantly affect the smell of cannabis and the overall experience.
Cannabis THC Education Issues
This issue is well known among leading dispensary owners, policy experts, and influencers in the legal NJ cannabis community and industry.
But Krane was not optimistic about an education campaign to address the issue.
“Best weed I ever smoked was a 19 percent strain!” Krane declared. “I went non-verbal and left the plant for two hours. It was amazing…. That strain never would have sold in New Jersey.”
“It’s very hard to actually penetrate to the customer that you’re missing out on great weed by shopping numbers,” he noted.
However, cannabis consumer education can be very difficult around a plant that was illegal for some time. Many leading dispensary owners, influencers, educators, and others have sought to make progress.
(That’s why we seek to make Heady NJ a great resource!)
It’s partially why Retreat Dispensary in Jersey City wants to host a Terpene Talk about how terpenes affect the experience.
Others say many consumers don’t care and just want the strongest weed.
Budtender Recommendations and THC
NJ cannabis content creator Peter “Bucket man” Valko recently posted about the issue of THC on Instagram. He noted many newer consumers ask budtenders for recommendations. Peter noted part of the issue is some Over The Counter (OTC) medicine patients often don’t know how to describe their symptoms well and just ask for the strongest.
He recommended budtenders follow up and ask for more details from potential customers to help with making suggestions.
Some dispensary owners and senior budtenders have reported that some consumers do appreciate the nuances.
Growing cannabis for higher THC is just one of the ways in which growers seek to change the plant to make more money.
In addition, cannabis legalization opponents love to criticize cannabis flower with high percentages of THC.
