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If you’ve shopped for cannabis lately, you’ve probably noticed shelves full of products defined by one number — THC percentage. Somewhere along the line, the industry decided that higher equals better, and that’s what consumers should chase.
But here’s the truth: THC is just one part of the plant’s story. The rest — the flavour, the aroma, the smoothness, and often the overall effect — comes from other compounds like terpenes and flavonoids. That’s why a 17% cultivar like our Ukee can light up a room, sell out in two provinces, and leave people saying, “That’s some of the best flower I’ve smoked all year.”
This isn’t about dismissing high-THC flower. At VCC, we grow plenty of potent cultivars. But it is about expanding the conversation. Let’s talk about why low THC cannabis deserves more love.
It’s no secret that THC became the industry’s shorthand for value. Wholesalers and retailers focus on higher percentages, and growers face pressure to satisfy this ever growing demand. Consumers end up thinking potency is the only metric that matters.
I get why this happened.
With cannabis being illegal for so long, consumers have had very little reference points other than what “their guy/gal” showed up with on a Friday night.
Once legalization hit, THC % was a simple and verifiable data point that could help retailers and consumers align on value. The problem is that THC only tells part of the story. That mindset narrows the definition of quality. It leaves behind everything that made BC bud legendary in the first place: balanced highs, rich flavour, smooth burns, and cultivars chosen for character, not just chemical content.
As we’ve talked about recently with Ryan from Chimera, the terpenes and minor cannabinoids play an important role in the high and how each person experiences their high.
When we reduce cannabis to a single number or data point, we strip away the culture and craftsmanship that built this industry.
For a reference point, it takes two numbers to get fitted for a pair of pants.
THC is one cannabinoid. Cannabis is full of dozens of cannabinoids, plus hundreds of volatile compounds like terpenes, esters, and flavonoids. Together, these shape the taste, aroma, and subtle effects that make up the “high” or the effect.
Here’s what we know from experience: Cannabis with depth of flavour and high terpene profile almost always delivers a better, more balanced high.
Think about it. A coffee lover doesn’t ask about caffeine content first. They start with aroma (smell) and flavour (taste) — only then does the question of effect come forward. Ever had a cup of coffee so good that you didn’t realize it was decaf until after you drank it?
Me neither, but I’ve heard tell of it ☕
I’m saying that a really well grown and cured flower that comes in at 17% THC is going to give everyone a stronger high than one a great well grown and cured flower at 31%.
But if you were to give someone a blind, “Pepsi Challenge” test a lot of experienced consumers would have a hard time identifying the product by THC % alone.
Take Ukee. On paper, it sits around 17% THC. In today’s market, some might scroll right past it, expecting less impact. But when Ukee launched in BC and Ontario, it sold out fast.
Why? Because consumers trusted their noses and their experiences. Ukee delivered:
As I told the team when we first cut Ukee: “We didn’t choose this cultivar for THC. We chose it for experience.” And experience is what brought people back.
Right now Ukee is the only thing I smoke right now. Because I enjoy it. It’s a nice experience. It’s not a freaking commitment, I can actually function and do things on it.
In California, some operators have floated the idea of “Light Cannabis” — borrowing the logic of light beer. The pitch is simple: approachable, balanced products for everyday enjoyment.
In Canada, the idea surfaced in panels with folks from the OCS, Lite Label, and others. They debated whether “light” should be a retail shelf category or simply align with wellness branding.
Here’s the reality: right now, it’s not a formal category. You won’t see a “Light Cannabis” sign at your local shop yet. But the conversation matters because it signals something bigger — a cultural shift.
More consumers are open to cannabis that isn’t about chasing the highest THC. They’re looking for flavour, balance, and function. They’re looking for cannabis they actually want to live with.
At VCC, our craft approach is built on tradition. Our drops over the next year are going to tell that story consciously: educated consumers looking for flavour forward, nose over number, small batches, traditional craft cannabis.
And when it comes to cultivation, we push innovation where it matters most — flavour. Our synganic system blends organic amendments with precision feeding, enhancing terpene content while maintaining consistency. That’s what makes cannabis like Ukee stand out. It’s not about numbers on a label. It’s about craft that shows up in the jar, in the nose, and in the smoke.
So, where does that leave us?
For us at Victoria Cannabis Company, it’s simple: we’re not chasing inflated THC numbers. And we’re not waiting for the industry to decide whether “Light Cannabis” deserves a category.
Our mission is bigger than a label. We craft cultivars like Ukee to celebrate flavour, balance, and enjoyment — the qualities that make cannabis culture meaningful.
Whatever the future frames it as “light”, we’ll keep leading with what matters most: cultivars you actually want to smoke.
Why does the cannabis industry push high THC products?
The cannabis industry pushes high THC products because many consumers still equate THC percentage with value. This can create pressure on licensed producers to chase numbers instead of prioritizing flavour, balance, or overall quality.
Is high THC always better?
No, high THC is not always better. THC is only one cannabinoid, and a flower with rich terpene content and balanced effects can provide a more enjoyable, flavourful, and functional experience — even at lower THC levels.
What are the benefits of low THC cultivars like Ukee?
Low THC cultivars often deliver better flavour, smoother smoke, and approachable effects. Ukee, for example, is designed for social settings, creative projects, and mindful enjoyment — showing that cannabis can be rich and rewarding without being overpowering.
How do terpenes impact my cannabis experience?
Terpenes impact your cannabis experience by shaping the aroma, flavour, and nuances of the high. They interact with cannabinoids in complex ways, and many consumers find terpene-rich flower provides more character and depth than THC content alone.
What is the “Light Cannabis” category?
“Light Cannabis” is not an official category in Canada yet. It’s an ongoing industry discussion, inspired by ideas like light beer, about creating cannabis that’s approachable, balanced, and flavour-forward. While the label isn’t standardized yet, products like Ukee show where the culture is headed.
Curious about trying Ukee for yourself? Explore the Ukee Cultivar.
Or browse our full lineup of shop pre-rolls, each made with whole flower and hand-packed care.
To learn more about our approach to craft cannabis, visit the Victoria Cannabis Company homepage.
The Craft Cannabis Difference: Why Tradition Matters in Every Step of the Process
Why Craft Pre-Rolls Matter: VCC’s Artisan Approach
Top 5 Pre-Roll Complaints and Solutions: The Traditional BC Craft Way
