Actor Seth Rogen and screenwriter Evan Goldberg partner with Canopy Growth and launch their cannabis brand

Published

7 years ago

March 29, 2019

The actor Seth Rogen and screenwriter Evan Goldberg have co-founded a Toronto-based company and have just officially launched their Canadian cannabis brand: Houseplant. To achieve this, they have teamed up with an industry heavyweight, none other than Canopy Growth. Under the terms of the agreement, the brand will draw on the multinational's production capacities and distribution network.

Cannabis lovers

Already in their film careers, the actor and screenwriter had been associated with cannabis. They had collaborated on the film Pineapple Express, a classic of cannabic culture, so classic that it has even gave its name to a variety of cannabis. This isn't the only film to feature Seth Rogen as a stoner We also count Knocked Up (Surprise pregnancy) and 40 years old, still a virgin. So it's only logical that the celebrity should get involved in the industry. «We've been working on the project for years, and to see it all come to fruition is a dream come true,» Seth Rogen told the newspaper Le Droit.

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«We got to know the team from Houseplant for some time, and we continue to be impressed by their understanding of the marijuana consumer, their attention to detail and their optimism, said Mark Zekulin, president and co-CEO of Canopy, in a press release. “We couldn't be more excited to launch a partnership with Seth and Evan and the whole team at Houseplant. Together, we will make Houseplant a cannabis brand synonymous with quality wherever it is available».

Seth Rogen and Evan Goldberg are the company's principals, but their cannabis will grow in Smith Falls at the facilities of Canopy Growth, which will provide the necessary expertise and infrastructure in exchange for a 25 % stake in the company. Financial details of the transaction were not disclosed. According to Houseplant press release, the company's first variety, Houseplant Sativa, will be on sale from early April at licensed retailers and online platforms in the province of British Columbia. The Houseplant Hybrid and the Houseplant Indica capsules and pre-rolled joints will be available later this year across Canada.

This isn't the first time Canopy Growth has partnered with celebrities. In 2016, it struck a deal with Snoop Dogg, granting him exclusive rights to use certain content and brands such as Leafs By Snoop. Initially a producer of medical cannabis, Canopy Growth skilfully handles communication, despite the extremely strict rules surrounding the promotion of cannabis products, by entering into strong partnerships with big names in recreational cannabic culture.