One big plus of living in the throes of a commercial, developed cannabis industry is the potential for new technology that can enhance the way people produce and consume cannabis.

Want to forego the rigours and time involved with manual drying? There’s a product for that.

Looking to develop edible products that give users effects that start in minutes? Canadian producer Sproutly is creating water-soluble cannabis products that they say delivers cannabis effects in as little as five minutes.

Interested in innovating a line of cannabis products just for our horse friends? It’s already been done. Join the Leafly Canada Community NEWS, EVENTS, PRODUCT REVIEWS, AND MORE! SIGN UP Now, according to a recent press release, a company called CannabCo Pharmaceuticals out of Brampton, Ont. claims that they have found a way to eliminate the distinct odour of cannabis via an “advanced cannabis technology” from an “undisclosed technology provider.”

The company says that it is raising capital and constructing its pilot facility in Brampton.

The technology dubbed PURECANN aims to eliminate the smell of cannabis during storage and “virtually” all odours upon combustion. The company also claims that it could reduce the “harshness of smoke” and the amount of coughing one has when consuming smoked or ingested cannabis.

The release claims that the process is fully compliant with Good Manufacturing Process (GMP) regulations, which could make a great hit with multi-national cannabis operations.

Not all were happy with the announcement.

Dan Sutton, CEO of BC-based cannabis producer Tantalus Labs, tweeted yesterday that his company carries “the exact opposite of the product.” Sutton often promotes his company’s mission, which is to produce quality cannabis grown in a custom-built facility in the lush landscapes of British Columbia.

The odourless cannabis may not please Canadian cannabis connoisseurs, some of whom say the legal stuff simply doesn’t look or smell as good as the illicit stuff.

In June of this year, American cannabis magnate Steve DeAngelo told BNN Bloomberg live on air that the cannabis he saw while visiting Canada “had an extremely low terpene profile.” He said he saw mostly “terpene-free” cannabis that “just wasn’t attractive.”

A product like CannabCo’s might only set back the development of terpene-rich strains in a market that is already said to contain low odour profiles.

We also know that terpenes have an important effect in modulating your high, so one wonders whether this product might inadvertently remove some of the components most felt after ingestion.

As Jeff Goldblum’s character in Jurassic Park once said, “Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should.”

Harrison Jordan Harrison Jordan is a graduate of Osgoode Hall Law School in Toronto and enjoys reading and writing about the regulatory affairs of cannabis in Canada and around the world. View Harrison Jordan's articles