On a Mission to Elevate the Concentrate Experience
How one educator is transforming cannabis appreciation from simple consumption to sophisticated craft.
At a lively dispensary grand opening event, a crowd gathers around what appears to be a sophisticated chemistry set. Glass vessels gleam under warm lighting, precision instruments are arranged with museum-like care, and the air carries hints of pine, citrus, and earth. This isn't a laboratory—it's Erik's “Hash Den,” where he's about to transform how these consumers think about cannabis forever.
It was an amazing experience. I've never tried it, so I was somewhat scared. But as he explained the process and I took a hit, I felt comfortable, and all that fear disappeared.
“Think of this as a wine tasting,” Erik explains to a nervous first-time dabber, his voice carrying the practiced calm of someone who has guided hundreds through this experience. “We're going to explore flavor, aroma, and effects in a way that showcases the true craftsmanship behind these products.”
Erik is the founder of Higher Function, a cannabis education company that's quietly revolutionizing how both consumers and industry professionals approach concentrates. In a market where education often takes a backseat to sales, Higher Function represents something rare: a commitment to elevating cannabis appreciation to the level of fine wine or craft spirits.
We're not just training budtenders. We're creating concentrate consultants who can confidently guide customers through what might be the most sophisticated and most misunderstood categories in cannabis retail.
Erik, Founder of Higher Function
The Knowledge Gap
The cannabis industry faces a knowledge problem. While flower has achieved mainstream acceptance and edibles have found their wellness niche, concentrates remain misunderstood—viewed by many as intimidating, overly potent, or associated with outdated consumption methods involving torches and complicated rigs.
“There's a community of discerning individuals ready to explore the pinnacle of cannabis concentrates,” Erik explains from his headquarters. “They just need a guide.”
His thesis is compelling: if cannabis enthusiasts willingly pay premium prices for artisan flower, why wouldn't they embrace the pinnacle of cannabis craftsmanship? Concentrates represent the pure essence of the plant, higher in both cannabinoids and terpenes than any other form, offering unparalleled flavor and precision of effect.
The numbers support his vision. Higher Function's data, a collection of more than 500 consumer surveys, shows the number one barrier to consuming concentrates is simply lack of knowledge. Yet knowledge is the key to unlocking sales and category growth.
At Nightjar Dispensary, one of Higher Function's educational activations drove sales increases of 1,500% for featured concentrate brands and increased category market share by more than 100% in the weeks following the event.
These aren't flukes, they're the result of systematic education that transforms skeptics into enthusiasts.
The Art Of Extraction
Understanding the major types of cannabis hash extractions
To understand Higher Function's mission, one must first appreciate what concentrates represent. Like processing grapes into fine cognac or pressing olives into extra-virgin oil, cannabis extraction is an art form that concentrates the plant's most valuable compounds.
Ice Water
Solventless, full-spectrum, flavor-preserving
Hydrocarbon
High terpene content, bold flavor
CO₂ Extraction
Clean, scalable, less terpene retention
Mechanical
Old-world craftsmanship, artisanal
Ethanol
Efficient for volume, often refined
Distillation
High potency, low flavor
Live rosin, the crown jewel of concentrates, requires no chemical solvents—only ice, water, heat, and pressure. The process captures trichomes at their peak ripeness, preserving the full spectrum of cannabinoids and terpenes that create each strain's unique character. The result is a product that tastes exactly as it smells, offers crystal-clear effects, and provides a smooth vapor experience that, to many consumers, flower simply cannot match.
Live resin, created through hydrocarbon extraction, offers its own appeal with bold, pronounced flavors and the highest terpene content of any cannabis product. Both represent significant investments in time, expertise, and premium starting material—yet many consumers have never experienced them properly.
"We're dealing with products that cost $80 per gram and consumption devices that run $200 or more," Erik notes. "But without proper education, people become intimidated or have negative experiences because they don't understand dosing, temperature, or technique."
The T.E.R.P. Method
A systematic framework for guiding customers through concentrate education
TTalk
Begin by understanding the customer's relationship with concentrates. Are they curious newcomers, skeptical veterans, or experienced users seeking something new?
EEducate
Provide tailored information about concentrate types, consumption methods, and quality indicators. This isn't a lecture—it's guided exploration.
RRecommend
Offer specific products and devices that match their preferences and experience level.
PPersonalize
Explain why these recommendations fit their specific needs and desires.
Beyond the Torch
One of Higher Function's most significant contributions has been exposing consumers to modern concentrate consumption methods. While traditional “dab rigs” with torches dominated the category for years, new electronic devices, like the Focus V Carta or PuffCo Proxy (two of Erik's preferred e-rigs), offer precision temperature control, portability, and an experience more akin to using a sophisticated vaporizer than operating a chemistry experiment.
These e-rigs heat concentrates to exact temperatures—typically between 450°F and 525°F, preserving delicate terpenes while avoiding the harsh, burnt flavors that result from overheating. The experience becomes more like sipping fine whiskey than taking medicine.
“When someone can enjoy concentrates in a controlled, comfortable environment with proper education, they understand the appeal immediately,” Erik explains. “It's about removing barriers, not creating them.”
The Budtender Education Revolution
While consumer education captures attention, Higher Function expands and scales its transformative impact through comprehensive budtender training programs. In an industry where frontline staff often lack the knowledge to confidently sell premium products, this education gap represents millions in lost revenue.
“Most budtenders can discuss flower extensively, but when it comes to concentrates, many don't even know what it is,” Erik explains. “We're changing that by giving them the tools to become concentrate consultants, not just order-takers.”
Higher Function's Budtender Training & Certification program covers essential knowledge areas that separate amateur recommendations from professional guidance:
Product Knowledge: Understanding the differences between live rosin and live resin, various consistency types (badder, sugar, diamonds), and how extraction methods affect flavor and effects.
Consumption Education: Teaching staff how to recommend appropriate devices, explain temperature settings, and guide customers through proper dosing techniques.
Consultative Selling: Using the T.E.R.P. method to understand customer needs, overcome common barriers, and match products to preferences rather than simply pushing high-margin items.
The results speak for themselves. Trained budtenders don't just sell more concentrates—they sell superior concentrates to satisfied customers who return for additional purchases. At Anja Dispensary, a Higher Function Trained and Certified Dispensary, properly educated staff helped drive meaningful sales increases not through pressure tactics, but through genuine expertise.
Training is an investment that pays immediate dividends. When our staff can confidently explain why someone should choose live rosin over distillate, or help a customer understand e-rig options, it completely transforms the transaction. Higher Function provided us the tools to turn every concentrate conversation into a consultation.
Ally Verello, Anja Dispensary Management
Higher Function collaborates with more than two dozen concentrate and flower brands throughout the Northeast, including MPX, Onyx, Full Tilt, Olio, Hudson Cannabis MFNY, and more—companies that understand educated consumers and industry staff drive category growth. These partnerships create a virtuous cycle: education paired with brand experiences leads to more informed recommendations, which support premium producers and encourage continued innovation.
This focus on professional development reflects broader industry recognition that education drives sustainable growth. As legal markets mature and competition intensifies, dispensaries with knowledgeable staff gain significant competitive advantages.
The ROI of Education
For dispensary owners, the business case for budtender training is compelling. Concentrates represent some of the highest-margin products in cannabis retail, yet many dispensaries struggle to move premium inventory. The solution isn't discounting—it's education.
Consider the mathematics: a budtender who can confidently explain the difference between live rosin and cured resin doesn't just sell more concentrates; they sell superior concentrates. Instead of customers defaulting to the cheapest option, educated staff guide them toward products that match their preferences and budget.
Erik explains, “We obsess over impact and the quality of interactions to drive results for the dispensary and our brand partners. Consumers deserve high-touch consultation, and dispensaries and brands that deliver on that see higher sales of concentrates, accessories, higher average transaction values, and lower return rates and complaints.”
The training pays for itself quickly. For example, when a budtender can explain why a live rosin gram is worth $80 and a match for what the customer is looking for out of their consumption, both the customer and the dispensary benefit. The customer receives a superior experience, the dispensary moves premium inventory, and the budtender builds confidence through successful recommendations.
Higher Function's approach goes beyond product knowledge to address the psychology of concentrate sales. Many potential customers feel intimidated by the category, worried about potency, confused by consumption methods, or turned off by a prior bad experience. Trained budtenders learn to identify and address these concerns systematically, turning skeptics into customers and customers into enthusiasts.
Five Pillars of Concentrate Appeal
Key benefits that resonate with sophisticated cannabis consumers
Potency
A small amount delivers significant effects, making concentrates surprisingly economical despite their premium pricing.
Smoothness
Proper vaporization creates clean, comfortable inhalation without the throat irritation associated with combustion.
Flavor & Aroma
Quality concentrates taste exactly as they smell, offering pure expression of each strain's terpene profile.
Clarity
High terpene and cannabinoid content provides distinct, predictable effects with smooth transitions and easy comedowns.
Discretion
Modern consumption methods produce minimal odor and vapor, allowing for sophisticated, adult use without stigma.
The Future of Cannabis Retail
As the New York cannabis market matures—having reached more than $2 billion in retail sales with more than 400 licensed stores—staff education becomes increasingly important for differentiation. Consumers have choices, and those choices are increasingly influenced by the quality of guidance they receive.
For dispensary owners, investing in comprehensive budtender training represents one of the highest-ROI opportunities available. The concentrate category continues growing, premium products command higher margins, and educated customers become loyal customers.
“We're not just training budtenders,” Erik clarifies. “We're creating concentrate consultants who can confidently guide customers through what might be the most sophisticated and most misunderstood categories in cannabis retail.”
This approach reflects broader maturation in cannabis retail—from transactional selling to consultative service. Just as wine shops employ knowledgeable staff to guide customers through complex selections, successful cannabis retailers are discovering that education drives both customer satisfaction and profitability.
The Educated Advantage
For dispensary owners considering staff training, Higher Function's track record speaks volumes. Their systematic approach addresses knowledge gaps while building the confidence necessary for consultative selling. The investment typically pays for itself within the first month through increased concentrate sales and higher transaction values.
For consumers, the benefits are equally clear: superior guidance leads to better experiences, which build appreciation for cannabis craftsmanship. When budtenders can explain why someone should choose live rosin over distillate, or help match consumption methods to lifestyle preferences, everyone benefits.
“There's a reason dispensaries with trained staff consistently outperform their competitors in concentrate sales,” Erik concludes. “When your team can confidently educate customers about premium products, those products sell themselves. Our job is providing them the tools to have those conversations.”
As cannabis retail continues evolving toward sophistication and service, companies like Higher Function serve as essential partners—connecting knowledgeable staff with premium products while elevating the entire shopping experience. In an increasingly competitive market, this educational approach represents the future of cannabis retail: informed, intentional, and profitable.
Higher Function offers comprehensive budtender training programs, consumer education experiences, and brand activation services throughout the Northeast. For dispensary training inquiries and program information, contact them at www.thehigherfunction.com.
