DELTA, B.C. – At Pure Sun Farms, one of Canada’s largest cannabis producers, half a million cannabis plants are in various stages of growth. Inside a single cultivation room, over 12,000 plants thrive under controlled conditions, each with unique characteristics. But those differences, company leaders say, are not reflected in current product labelling rules.
“What’s actually on the label is not necessarily what’s in the bag,” a company spokesperson said. Under existing Health Canada regulations, product labelling for cannabis must display the total THC (tetrahydrocannabinol) content. The focus on THC percentage, Pure Sun Farms argues, is misleading because it suggests higher THC equates to better quality.
Instead, the company is advocating for product labelling that lists a THC range rather than a fixed number. They compare it to wine: shoppers don’t choose a bottle solely because it’s 13% alcohol; they also consider the grape variety, the vineyard, and the region.
This variability, they say, makes fixed-number product labelling inaccurate and potentially confusing for consumers.
The company’s director of research and development stressed that the goal is consumer safety. “If you’re drinking wine and driving later, you know how to pace yourself. With cannabis, product labelling should help users understand what they’re actually consuming, but right now the percentage isn’t exact.”
One craft cannabis producer supports this approach, noting that education is key. “High THC doesn’t tell the whole story. It’s also about terpenes and the entourage effect,” they explained. More nuanced product labelling could shift consumer perception away from potency alone toward appreciating a plant’s full profile.
Health Canada did amend its product labelling requirements in March, simplifying how THC and CBD amounts are displayed. However, Pure Sun Farms believes the changes don’t go far enough. They want product labelling reforms that encourage buyers to consider other factors — aroma, flavor, terpene profile — just as wine enthusiasts look beyond alcohol content.
By starting a broader conversation about cannabis quality, Pure Sun Farms hopes to challenge the “high THC equals better” mindset. The company envisions product labelling that educates consumers, supports informed choices, and better reflects the plant’s natural variability.
For Canada’s cannabis industry, this push for reform could represent the next step toward maturity — one where product labelling empowers consumers with richer, more accurate information about what they’re buying.