Canadian actor and film writer Seth Rogen has teamed up with one of Canada's biggest marijuana producers to launch a new cannabis brand.
Seth Rogen became a cannabis icon after starring in stoner comedies like 'Pineapple Express.' Now he and his longtime friend and writing partner Evan Goldberg are making a move into retail marijuana.
Earlier today, Rogen and Goldberg announced plans to launch a new cannabis brand called Houseplant in partnership with the Ontario-based cannabis producer Canopy Growth.
"We have been working on this quietly for years and seeing everything come together is a dream come true," Rogen said in a statement obtained by Financial Post.
"We could not be more passionate about this company and are dedicated to doing everything the right way. It is extremely important to us to treat cannabis with the reverence it deserves. What a time!"
Houseplant is expected to launch its debut product—Houseplant Sativa—in BC cannabis dispensaries this month. A larger Canadian rollout will follow later this year, alongside the introduction of softgel products and pre-rolled joints.
There are currently no plans to bring Houseplant to the US market.
"We are so proud to be launching in Canada, our home… We're excited to be able to share our passion for cannabis with Canadians in this way," Goldberg said in a statement.
However, the duo will have to be careful of how they choose to market their new brand since the Canadian government has strict regulations around celebrity endorsements of cannabis products. To work around those regs, the Houseplant team has dubbed Rogen and Goldberg as "founders and owners, not spokespeople for the brand." They've also stressed that Rogen and Goldberg "have not participated in any cannabis related event or promotion in Canada."
That low-key approach means that you won't see Rogen popping up in any Houseplant commercials or billboards anytime soon.