MJBizMag May-June 2021 - 10

FiveQuestions | with Vince Sanders
Cracking the Delta-8 THC Code
Multistate CBD retailer says cannabinoid provides genuine health benefits
By Kristen Nichols
I
t seems everyone in cannabis has an opinion on delta-8
THC, a minor cannabinoid that exists rarely in nature
but can be synthesized easily from CBD isolate. It's an
isomer of the better-known delta-9 THC, and it creates milder
psychoactive effects in many consumers because it doesn't
bind as readily to the body's endocannabinoid receptors.
Some consider delta-8 THC to be a cheap knockoff of
" real " THC and scoff at its medicinal potential. One of
the hemp industry's best-known self-regulatory agencies,
the U.S. Hemp Authority, recently announced it would not
certify " potentially unsafe, intoxicating products " containing
delta-8 THC.
Others warn that unregulated delta-8 THC is going to
spark a federal crackdown and potentially threaten the
decades of hard work that cannabis advocates have done
to persuade policymakers that the plant has medical value.
These naysayers don't bother Vince Sanders, founder
and CEO of CBD American Shaman, the nation's largest
multistate cannabis retailer by store count. Founded in
Kansas City, Missouri, in 2015, the chain of 365 stores
has locations in markets where hemp-derived products are
the only legal cannabis options and states where adult-use
marijuana is widely available.
The stores sell delta-8 THC products except in states
that expressly prohibit the cannabinoid, such as Arizona.
Marijuana Business Magazine caught up with Sanders to
find out which customers are asking for delta-8 THC and
why he believes the cannabinoid belongs in the wellness
conversation.
Why do you sell delta-8 THC?
It's a great cannabinoid, therapeutically. We honestly see
more pain management than even with (delta-9 THC).
When you have somebody with pain issues, it's amazing.
The other thing is, because it is not as psychoactive as
(delta-9 THC), it's really more therapeutic when it comes
to pain management. You can kind of microdose and
manage pain without so much psychoactivity. And really,
if you start taking less than 10 milligrams, there's very
little-if any-psychoactivity there.
How do you describe delta-8 THC to customers?
We start out at the basic level. We explain that this is an
isomer of CBD.
Then, you get into a little bit of chemistry. We say, look,
there's a group of carbon atoms. And in one place, there's
a double-carbon atom. We take that double-carbon, and we
move that to a different place on the molecule.
To a novice or someone who doesn't have a chemical
experience, it looks exactly the same. There are just minor
changes. It fits the (cannabinoid) receptor differently and
produces a different effect.
Have you seen delta-8 THC cannibalize your
CBD sales?
So far, there's been no cannibalization. And I think that's
because we're constantly teaching everyone in the store
how things work, why they work and for what person. And
if you're using a CBD product and it's working for you,
there's absolutely no reason for us to move you or even
suggest another product.
Now, if you say, " This works great, but I still have a little
bit of pain. I wish I could get rid of it. " Then we might start
talking to you about a product like D-8.
This is such a hot item that a lot of people are walking
in based on their own research and asking about it. And
Could it be as big as CBD? Nobody
has a crystal ball, but sure. "
-Vince Sanders
Founder and CEO,
CBD American Shaman
10 Marijuana Business Magazine | May-June 2021
MJBizMag May-June 2021

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