Canada's homegrown stoner hero Seth Rogen is introducing a new project alongside longtime writing partner Evan Goldberg and cannabis juggernaut Canopy Growth Corp.
Rogen's and Goldberg's new cannabis brand is appropriately named Houseplant, and is Canopy's latest recreational cannabis brand “focused on product and quality, education, and guidance,” according to a press release.
"Houseplant is a passion we've brought to life through drive and dedication," said Rogen, co-founder of Houseplant, in the press release. “Every decision we've made for the business reflects the years of education, first-hand experience, and respect we have for cannabis."
Rogen offered a teaser of Houseplant on his personal Instagram profile in anticipation of the official launch March 27, 2019, noting that this project has been in the works for years.
Over the coming months, consumers will be able to purchase three strains from the brand, simply named Houseplant Sativa, Houseplant Hybrid, and Houseplant Indica. British Columbians will get first dibs on Houseplant Sativa through provincially regulated retailers and online starting in April 2019. Softgel capsules and prerolls will also be available as part of the Houseplant suite.
Houseplant has not yet released which strains pair best with the co-founders' films, but the internet has never been shy about making weed-related suggestions to Rogen.
Playing on the “Freaks and Geeks” aesthetic that permeates much of Rogen's and Goldberg's filmography, Houseplant welcomes an '80s vibe from its color palette, VHS, and vinyl-inspired packaging, as well as educational videos that make buyers miss the tracking button on TV remotes.
Of course @Sethrogen and @evandgoldberg would send a “VHS” and actual vinyls when they start a cannabis company. #houseplant $weed pic.twitter.com/oNb1K4aCjw
— Farhan Mohamed (@farhanmohamed) March 27, 2019
Health Canada explicitly prohibits celebrity endorsements of cannabis brands, but a loophole allows for celebrities to be shareholders in cannabis companies. Canopy acquired 25 percent of Houseplant, according to a BNN Bloomberg report.
Rogen and Goldberg are Canopy's newest celebrity partners, joining the likes of Snoop Dogg and Martha Stewart.
Featured image: Seth Rogen, shown speaking as part of the “Preacher” panel at the 2016 San Diego Comic-Con International. (Photo by Gage Skidmore via Flickr; used with a Creative Commons Attribution ShareAlike-2.0 Generic license)