June 14, 2021

On the Hunt: The Veritas Pheno Hunt Continues

June 14, 2021

By Addison Herron-Wheeler

You may be nerdy about cannabis strains, but are you so nerdy you compare different phenotypes of the same strain? That’s what the team at Veritas are doing, and they won’t rest until they find the perfect flavor and effects profile. CULTURE talked to Jordan Plunkett, marketing director of Colorado-based Veritas Fine Cannabis, about the process and why it matters. 

What drove you to start the company and get involved with cannabis and cultivation? 

Right before the kickoff to adult-use cannabis legalization in Colorado, I was working with a company who specialized in marketing and consulting for various operations in the hospitality world. We received a call from a friend looking to assemble a sales and marketing team and establish themselves in the freshly legal cannabis industry with a luxury flower brand that would later be known as Veritas Fine Cannabis

Being able to apply our skills from the hospitality world to the cannabis space has been a big reason for our success. I am so grateful to have been given the opportunity to be on the ground floor of such an amazing industry with a brand that has the ability to influence how the industry evolves. 

What led you to this hunt for the perfect strain and the perfect combo?

Our head grower, Andrew Mahon, came to us with these incredible phenotypes of Triangle OG and mentioned that he and the grow team could not confirm a winner. This gave us the idea to leave it to the people to join us in the pheno hunt process and sample our favorite phenos to provide feedback.

Once these phenotypes are narrowed down to the top three, we send them out for participants to provide their input

What have you learned from this process so far?

From this process, we’ve learned how important it is to consistently keep things fresh and exciting while keeping our main priorities consistent. We understand you can’t build a brand on an unestablished, ground floor 

What is your favorite strain you’ve tested out so far? 

 Within this Triangle OG Pheno Hunt, my favorite so far has to be Pheno #5. The overall experience from start to finish is top-notch. 

Is there anything special you’d like to announce or promote right now? 

We are very excited for the 2021 MLB All-Star Game to come to Denver. Our team has been hard at work creating something unique and exciting surrounding our joints for this event. Can’t provide too many details just yet, but we will definitely be making a splash during this time.

We are also launching our Dime Jars this month. The jars will contain 10 grams of our hand-trimmed, quality, petite nugs in a convenient, pre-packaged jar. 

Anything else you’d like to add? 

The Triangle OG Pheno hunt is still underway! Each week, we will be choosing two, random winners from our submissions list to win a limited-edition Triangle OG crewneck along with a Triangle OG poster. Check out our Instagram, @veritascannabis, for announcements on store locations still carrying a few boxes, or stop by some of the following store locations: 

  • Simply Pure
  • Wolfpac
  • Native Roots – Aspen
  • Native Roots – Boulder
  • Native Roots – Colorado Blvd. 
  • Native Roots – Dillon
  • Native Roots – Frisco
  • Native Roots – Santa Fe
  • Native Roots – Trinidad
  • Native Roots – Vail


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