«Steve Urkel to launch his own cannabis brand

Actor Jaleel White, best known for his role as Steve Urkel in «Family Matters,» is making his debut in the cannabis.

Through a partnership with 710 Labs, a California-based cannabis producer, Jaleel White will launch a new line of cannabis called ItsPurpl which will include variants of the famous Purple Urkle strain. Scheduled to launch on April 20, 2021, in California, featuring 3 flower phenotypes in 3.5g packages and vape pens from live rosin (Mendo Purps x Zkittlez) and Noodle Doinks, pre-rolled joints with a fusilli noodle serving as the filter.

«What has always struck me is that there was no established brand for purple cannabis strains,» Jaleel White explained to Forbes. «It didn’t make any sense to me that no major company had claimed this path, so why not me?»

The collaboration between 710 Labs founder Brad Melshenker and Jaleel White began during a flight.

«710 has never been a brand that has sought out celebrity endorsements or recommendations, because our focus has always been on quality above all else,» explains Melshenker.

«We tend to let the product speak for itself. But over the years, Jaleel and I became friends, and naturally our conversations turned into a project. He was on a quest to find the real Purple Urkel from the early 2000s. Not only that, but he wanted to find the tastiest purple cultivars and had been collecting seeds with his friend Sean over the years for that very purpose.»

«We only do collaborations that come from the heart, so this one felt right, and we were determined to help Jaleel make it happen,» says Melshenker. «It took us a year to find winners like Stefan (The White x Purple Urkle) and a Purple Urkel phenotype that met our standards. The search for certain traits and genetics takes time and is difficult, but it was worth it when everything came together in the end and the vision was realized.»

And the result seems to live up to Jaleel White's expectations.

«Smoking is the end result of a pod »The quality of this was surreal,« says White. »I feel a bit like Willy Wonka—the flavor is so similar to that of grape candies."

The brand is already planning a limited-edition waffle maker featuring the ItsPurple logo, so you can make your own edibles at home.