In an exclusive episode of Branding Like a Boss, industry veteran and True Terpenes CEO Dan Cook offered an inside look into the company’s journey, its innovative strategies, and the future of cannabis product development. As a product-led, science-first organization, True Terpenes has established itself as a pivotal player in shaping sensory safety standards and elevating the quality of cannabis products worldwide.
From Literature to Cannabis Innovation: A Unique Path
Dan Cook’s journey into the cannabis industry is anything but conventional. With a background in literature, Cook initially pursued a scholarship to study wine in South America. Backpacking through Chile, stomping grapes, and immersing himself in the wine industry, he developed a fascination with harnessing plants to enhance human experiences. His subsequent work with a venture capital fund in frontier markets like South America exposed him to emerging industries eager for growth.
Later, Cook joined a large Argentinean wine group, where he learned to curate delicate plants—grapevines—focused on soil, sunlight, and the nuanced complexity of flavor. This experience fueled his interest in leveraging plant science to influence human perception and well-being. When he joined True Terpenes five years ago, he brought a passion for growth and an understanding of how plants can be transformed into impactful, sensory-rich products.
A Vision Rooted in Longevity and Industry Standards
True Terpenes was founded on the principle of building something resilient and enduring. The company’s origin story begins with its founder’s personal experience—realizing the power of cannabis to improve quality of life. Recognizing a significant gap in the terpene supply chain, the founder aimed to normalize and standardize terpene quality, setting a high bar for the industry.
Cook emphasizes that the company’s mission has always been about long-term impact. “We didn’t want to build something just to flip quickly; our goal was to create a lasting, credible company that would set industry standards, not wait for them to be established,” Cook explained. This foundational vision continues to guide True Terpenes’ strategic decisions, emphasizing durability, safety, and trust.
Prioritizing Safety and Consistency in a Volatile Market
Although True Terpenes operates behind the scenes, its influence on consumer experience is profound. The company’s focus on consistency, safety, and quality assurance ensures that the end products—vapes, edibles, pre-rolls—deliver predictable effects and sensory profiles.
Cook highlights that trust is built through relentless commitment to quality. “We work closely with our clients to provide comprehensive solutions, not just ingredients. We own the entire experience—helping brands navigate the marketplace, reduce complexity, and deliver safe, reliable products,” he said. This approach has cultivated a reputation as a trusted advisor, with billions of dollars’ worth of cannabis products shaped by their formulations.
Navigating Global Markets with Empathy and Expertise
With exports to over seventy countries, True Terpenes operates in diverse regulatory environments, each at different stages of market development. Cook notes that markets like Germany have rapidly evolved, transitioning from non-existent to sizable, while others, such as the UK, are still establishing foundational safety and compliance standards.
“Understanding the specific needs and regulatory landscapes of each market allows us to tailor solutions that meet local requirements,” Cook stated. The company’s emphasis on safety data, GMP and ISO certifications, and rigorous toxicology programs has helped it build credibility abroad, especially in Europe, where compliance standards are particularly stringent.
Supplying the Industry’s Invisible Backbone
While consumers may never see True Terpenes’ name on a product, its influence is embedded in the sensory experience of countless cannabis products. Cook explains that the company’s work revolves around consistency and capturing the nuanced compounds that shape effects—such as light volatile molecules that can influence the user’s experience even at parts-per-billion levels.
“Smell is our most powerful sense,” Cook asserts. “It bypasses rational thought and impacts the limbic system directly, which is why a strain’s aroma can instantly evoke memories or emotions.” The company’s expertise in capturing and retaining these delicate compounds ensures that brands can deliver consistent, high-quality experiences.
Innovation at the Core: From Formulations to Data-Driven Insights
True Terpenes develops over 5,000 unique formulations, serving a client base of around 5,000 companies across 70 countries. Cook emphasizes that innovation is driven by a comprehensive research approach—leveraging data analytics, sensory science, and a robust genetics program.
Upcoming projects include advanced data analysis tools to predict market trends and new formulations focusing on the lighter, nuanced compounds that significantly influence effects. The company is also expanding its genetics program, with field trials planned for December, aiming to develop new plant strains and extracts.
Global Expansion and Market-Specific Strategies
Recognizing the differences in global markets, Cook describes tailored strategies for regions like Europe, Australia, and South America. For instance, European markets demand high levels of compliance, safety data, and simpler formulations initially, but as markets mature, more complex, nuanced products will emerge.
“Europe’s regulatory landscape is rigorous, but our decade of experience helps us guide clients through the process efficiently,” Cook notes. Similarly, emerging markets tend to favor simpler products due to regulatory constraints but are poised for more sophisticated offerings as frameworks evolve.
Partnering with U.S. MSOs and Industry Leaders
In the United States, Cook discusses how True Terpenes collaborates with multi-state operators (MSOs) and brands to optimize portfolios through regional audits and SKU rationalization. The goal is to focus on high-performing products while identifying white space opportunities—ensuring brands stay competitive and innovative in a fast-changing landscape.
The Future of Cannabis and Industry Disruption
Looking ahead, Cook envisions a future where regulatory standards are streamlined—if only he could wield that superpower. “If I could shape regulators’ minds, I’d advocate for a one-plant solution that balances safety with industry growth,” he jokes.
Despite recent industry challenges, Cook remains optimistic. The company plans several major product launches in 2026, including innovative formulations and new product lines designed to revolutionize the market. He emphasizes that continuous innovation, scientific rigor, and adaptability will drive the company’s growth.
A Visionary Leadership in a Growing Industry
As the cannabis industry matures, leaders like Dan Cook exemplify the importance of blending scientific expertise with strategic vision. True Terpenes’ focus on safety, consistency, and innovation not only elevates the quality of cannabis products but also helps legitimize the industry on the global stage.
“It’s an exciting time,” Cook concludes. “We’re just getting started, and I believe the best is yet to come.”
