Olivetol is a tiny molecule that competes with THC for binding to the CB1 receptor, which is the receptor in the human body responsible for the psychoactive effects of THC.

Welcome to today’s buzz choices: High as possible, high as quickly as possible, hardly high at all, or un-high in minutes.

Cannabis product makers are addressing an increasingly large number of first-time consumers still a bit wary about the product, and offering new strategic products.

Now you can get as high as you want as fast as you want, get just as little high as you want, and even reverse the high you have so that you are not high at all.

Back in the day, say, 2014 or so (now ancient history in the cannabis world), it used to be that consumers were just looking to get as high as possible. “They found out that they couldn’t keep doing that,” said Bob Eschino, founder and president of Medically Correct. Medically Correct makes one of the first cannabis edible brands, Incredibles.

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As new-to-the-experience consumers began buying edibles, Medically Correct  introduced micro-dosed products with 1, 2 and 3 milligrams of THC, along with a new line of edibles called Quiq that get you high in five to ten minutes instead of the usual 30 to 60 minutes. “I was shocked to find out how little THC it took for someone to feel the effects,” Eschino says about the evolution of his product line. “It didn’t matter age, weight, the shape you were in or even your tolerance level.”

But now you can get unhigh? Sure, why not.

It comes down to one molecule — olivetol.  

Olivetol is a tiny molecule that competes with THC for binding to the CB1 receptor, which is the receptor in the human body responsible for the psychoactive effects of THC. Olivetol gently replaces the THC at the site, occupying it temporarily, interrupting the psychoactivity within about 15 minutes, and boom, you’re not high anymore. Bring on the in-laws for a surprise visit!

It’s that molecule discovery that is at the heart of Undoo, a soft gel capsule made with olivetol, vitamin E and olive oil.

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“Younger consumers find that they can actually use it as a strategic tool, because there are times when you want to be clear headed and times when you don’t want to be clear headed,” said Sarara Corva, CEO of Undoo.

It does not stop the medical therapy of the cannabis, she says. “Everything you took it for, you continue to get from it. The only thing that stops is the psychoactivity. We call it the cannabis safety net.”