How Modified Atmosphere Packaging Facilitates Cannabis Brand Success

Cannabis operators are increasingly turning to the CPG packaging industry for product preservation solutions. © annavela – stock.adobe.com

By Jack Grover, Founder and CEO, Grove Bags

When the time comes for cannabis flower to be dried, cured, and stored, operators are increasingly turning to the CPG packaging industry for clues, and according to these long-standing preservation pros, the secret to success lies in modified atmosphere packaging (MAP).

A benefit for growers, distributors, retailers, and consumers alike, MAP-protected flower is more flavorful, more aromatic, and much more potent than what you’ll find in a glass jar. It’s also easier to store, cheaper to manufacture, and it leaves consumers much more satisfied when it’s time for them to spark up and see what your flower is made of.

Looking for a way to showcase your product at its prime? Here’s why you should make the switch to MAP.

What is Modified Atmosphere Packaging (MAP)?

Between the era of brand oversaturation and the rise in out-of-state product shipping demands, the cannabis industry is finally waking up to its dire need for more secure packaging. And just like we’ve done with product launches and celebrity partnerships, cannabis operators are now studying the CPG tried-and-true tactics for maintaining the freshest product possible.

A popular technique dating back to 19th-century Montpellier, MAP technology is still utilized by many perishable goods distributors today. The tech alters the package’s atmosphere, creating an environment that balances the gas composition within the package to slow deterioration and ensure that it remains at the desired levels throughout its shelf life.

We believe MAP technology is the best method for storing cannabis because it allows for a steady passive gas exchange without the need for “purging,” or using humidity packets to increase moisture levels as the product cures.

While the purge method is still utilized by quite a few operators, it’s not ideal for the plant’s life cycle as you’re releasing terpenes without giving them the chance to reattach to the flower. With MAP technology, bags maintain 30-40 percent more terpenes and cannabinoids because they don’t have a chance to escape; after moving around the container, they’ll inevitably reattach to the plant. This significantly improves the potency and viability of your product on a long- and short-term basis.

Unsurprisingly, the industry’s relationship with MAP technology is quickly evolving from interest to necessity. The plant is fragile, and it comes with a lot of maintenance requirements for staying healthy and fresh. It’s essential that today’s operators seek elevated packaging technology to maintain supply chain integrity, the rules of compliance, and high-value brand reputation with consumers.

The Benefits of MAP Technology for Cannabis Operators

When making decisions on packaging, there are a few critical elements that dictate the best approach. Here are some of the ideals to look for in products, and all of the ways that MAP technology helps these goals come to fruition:

Save time

With MAP packaging, you can say goodbye to burping. While this method has long been considered essential for a quality cure, MAP has rendered it moot. This sort of technology accounts for the curing process and its unique needs so you can take a more hands-off approach.

Save money

In turn, MAP technology also saves you money on labor and weight. Instead of having your truck weighed down by tons of glass-jar eighths, you can transport sleek, light MAP bags with ease—reflected by the per-pound invoice you receive at the end of each shipment.

Reduce odor

Engineered to be smell-proof, you don’t have to worry about your weed being too loud.

This is also great news for the discreet consumer.

Reduce UV exposure

MAP technology is also designed to block out UV light, which is one of the prime offenders for premature cannabis degradation.

Protect moisture levels

With MAP technology, you have more automated control over the environment your cannabis is being cured and stored in. While flower should always be kept in a cool temperature range, it can’t retain the right balance of moisture without the MAP-equipped packaging.

Make better product

At the end of the day, we love MAP technology because it allows cannabis products to thrive. That way the effort you put into each plant you care for will reach your target consumer with little-to-no difference from farm to rolling tray.

Why Is MAP Technology No Longer An Afterthought for Operators?

Whether you’re a grower, brand manager, or the head of a massive MSO’s supply chain, you shouldn’t just be considering MAP packaging — you should already be implementing it. Not only is it essential for us as operators to maintain compliance at the highest level, but it’s up to us to ensure the customers are enjoying the full expression of the plant in each of their products.

Cannabis is an intensely competitive industry with lots of operational compliance needs and ever-increasing regulatory scrutiny. When thinking about the future, it’s essential that we perform to the best of our ability—especially considering the rescheduling news. With increased legalization comes increased scrutiny and curiosity about the life cycle and integrity of cannabis throughout the supply chain, and we have to be prepared for that.

The definition of “best practice” has evolved quite a bit as the industry has grown, but being compliant remains a critical touchpoint, and having smart packaging is a great way to accomplish that while also building a strong relationship with your patients and consumers.

What Can Cannabis Learn from CPG As We Adapt to MAP?

I like to look at the coffee industry for clues on building customer relationships, and a big thing is educating customers on the decisions and investments we’re making at every angle so they remain on board.

For example: if you’re using a biodegradable bag for your product, that’s a detail you should be marketing to your customer. Make sure they’re aware that your brand is meeting this criteria, or even greatly surpassing it. That’s what I love about the coffee and natural foods industry: whole chain visibility and transparency. There’s a lot to aspire to as operators, and I hope we continue to pay attention.

About Jack Grover

Jack Grover is the founder and CEO of Grove Bags, a provider of cannabis packaging specifically tailored for the unique physiology of the plant to create the perfect climate for cannabis preservation. After graduating from Babson College, Jack was inspired by his brother Charlie’s battle with cerebral palsy to enter the cannabis industry and create packaging that preserves the plant at its highest quality. Fast forward from March 2016, the company, Grove Bags, continues its commitment to manufacturing its packaging solutions in the United States for the global cannabis market, and has gained industry-wide praise for its proprietary TerpLoc technology. Learn more at https://grovebags.com/.