Cannabis may still be illegal in New Zealand, but sensing that the times could soon be changing, businesses are already preparing for the day when they can market the drug as the new "it" health product.
"Cannabis is the most pharmaceutically active plant in the world," Helius Therapeutics director Paul Manning told TVNZ1's Breakfast this morning as he discussed possible implementations.
"We're seeing it be infused into all sorts of edibles and beverages now around the world, and of course therapeutics as well."
Mr Manning argued that the negative stereotype surrounding cannabis was completely unjustified, with the benefits more than outweighing the supposed risks of using the drug.
"Cannabis has been stigmatised for a long time, really since the 1930s," he said. "It's unfair.
"Cannabis is a health plant. It's a natural productl. You cannot die from it. You cannot overdose from it. It's got enormous therapeutic effects.
"We're seeing legalisation sweep through the world now. We're seeing cannabis be used legitimately in dozens of different products in dozens of different categories.
"Things are changing, and it's high time."
The preconception of cannabis-infused products was also addressed by Mr Manning, who says that therapeutic use was different from portrayals of recreational use that many will be familiar with.
"This is one of the big misconceptions of cannabis," he said.
"Cannabis has about 400 different active compounds, around 100 of those compounds are called cannabinoids. The two most prevalent cannabinoids are called THC and CBD.
"THC has a psychoactive effect, CBD does not, but both are very, very therapeutic.
"We can produce products that get you healthy, but not high."
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