Curing Cannabis: A Call to Respect the Craft

When it comes to curing, the alcohol industry gets it right. From bourbon and whiskey to mezcal and rum, aging is not only respected, it’s celebrated. Consumers are given transparent options: from mass-produced, entry-level labels to small-batch, single-barrel spirits aged 3, 5, 10, or even 20 years. Every connoisseur is given a chance to explore their flavor preferences and spend accordingly. The process is understood, the terminology is consistent, and most importantly, the time it takes to create a premier product is honored in the market.

Compare that to cannabis.

In our industry, the word “cured” is more of a marketing buzzword than a respected practice. While proper curing is as important as the grow process itself, it’s often the first corner cut in the race to hit dispensary shelves. Why? Because producers get paid for THC numbers, not for the slow cure that unlocks aroma, flavor, and smoother smoke. Because capitalism, in its current form within cannabis, rewards speed and potency over craftsmanship and patience.

We see it in other industries too. Cheese, for example. A sharp cheddar can be aged 12 months, 24 months, or longer. It gains value over time. Even milk from a cow has multiple potential outcomes; creams, cheeses, yogurts, all at different stages of refinement. The market makes space for every level of product, with clear tiers and consistent quality.

But in cannabis, everything is treated like fast food. Grow it, dry it, test it, sell it. If it’s not “fresh,” it’s discounted. We’ve created a system that doesn’t reward connoisseurship, it punishes it.

We deserve better.

Whether you’re a patient seeking medicine or a recreational consumer chasing taste and experience, cannabis should reflect the diversity and wonder of the plant itself. Instead, it’s been funneled into a narrow range of high-THC options with little room for nuance or variety.

If state-licensed dispensaries don’t embrace small-batch and boutique processes, like true curing, pheno-hunting, and honoring terpene preservation, the hemp industry is poised to step in and fill the gap. With legal flexibility and fewer restrictions, the hemp market is already offering a wider spectrum of cannabinoids and effects than many licensed THC producers.

This is the turning point.

Our industry must evolve to honor the curing process, not just as a buzzword, but as a benchmark of quality. Let’s take a page from whiskey, wine, and cheese. Let’s give consumers real choices: quick-dried budget buds or long-cured premium flowers. Let’s respect the artistry of small producers and give shelf space to those who take the time to do it right.

Because curing isn’t just an extra step, it’s the soul of the product. And if cannabis wants to earn its place among the world’s most celebrated natural gifts, it must be treated as one.