(Wweek) - In the mid-1960s, just as the majority of Oregon lumber mills began to bottom out, the state's first grapes of pinot noir were being planted by David Lett in the Willamette Valley. A decade later, his wines placed in prestigious competitions in France, and today Oregon vineyards contribute $1.4 billion annually to the state's economy.

Our craft-beer industry, launched by a group of homebrewers who lobbied the state to allow brewpubs in 1985, provided about $2.8 billion last year.

When it comes to cannabis, Oregon has a leg up as a pioneer of legalization with a reputation for agricultural excellence. Should federal legalization come to pass, our brands have the potential to be nationwide leaders.

But first we have to transcend old ideas about marijuana and recognize that it's a plant, and growing it is agriculture. Here's what I mean:

Let go of pot culture, and focus on science.

When you drink different types of wine or beer, the end result is essentially the same: You get drunk. Tequila may have a more dynamic effect than Coors Light, but the variance doesn't compare to the diverse cultivars of cannabis.

Some strains will help certain people focus and cause others to feel anxious; your individual body chemistry determines how you're affected. Dispensaries rely on the limited binary of mellow indica/uplifting sativa when categorizing strains on their shelves, but they should shift their explanations toward terpene concentrations when educating new customers. Terpenes give marijuana its aroma and subtle effects, like anti-inflammation and stress relief. People with a deeper understanding of terpenes will become the sommeliers of cannabis, sensing the floral hint of linalool and calming relaxation from myrcene.