Drawing on sensory science and the support of over $8 billion in cannabis product success annually, Daniel Cook, CEO of True Terpenes, revealed how an undervalued biological driver shapes perception, preference, and purchasing behavior during his recent keynote presentation at the International Cannabis Business Conference.

The presentation provided industry members with a strategic understanding of how olfactory biology primes the brain’s emotional and memory centers before conscious evaluation and explained why pleasant aroma predicts quality more reliably than labels.

Mr. Cook demonstrates the underlying cultivation, processing, and product design decisions needed to create winning brands in mature markets. This is an essential conversation for leaders focused on growth, differentiation, and long-term market relevance.

You can view the keynote presentation in its entirety via the embedded video below from the International Cannabis Business Conference’s YouTube channel: