For decades, terpenes dominated the discussion around cannabis flavor and fragrance. But new research shows the real story lies deeper, in trace volatile organic compounds (VOCs) that give each cultivar its unique aroma and effects. From lab mapping and enzymatic chemistry to the cold-chain preservation techniques borrowed from agriculture, a new generation of scientists and cultivators is uncovering the plant’s hidden potential and learning the path to premium flower begins long before harvest and continues all the way to the shelf.