TORONTO – Canadian actor, film-maker and well-known cannabis advocate, Seth Rogen announced the launch of Houseplant into the USA. Together with Evan Goldberg, his creative writing partner, announced the launch of their cannabis company Houseplant into the USA. Already in Canada, the name combines the brand’s two main products: “House” goods like ceramic ashtrays and lighters, and weed (plant) strains curated by the two Pineapple Express writers.
Today marks the official launch of Houseplant, a new brand of recreational Canadian cannabis founded by Seth Rogen and Evan Goldberg in collaboration with Canopy Growth (TSX:WEED, NYSE:CGC), a global cannabis and hemp company. Houseplant is the result of years of experience and dedication, with each element and expression thoughtfully designed to make it easier for people to learn to love cannabis as much as Houseplant does.
The Canadian cannabis business co-founded by the “Pineapple Express” actor will roll out its products in California stores next week.
“If you know anything about me at all, it’s probably that I really love weed,” Rogen said in a video announcing the brand’s launch. “But what you probably don’t know about me is that I’ve been working on my own weed company for the last ten years.”
Goldberg and Rogen tested “hundreds” of strains, per Houseplant’s press release, before settling on three for the launch. The strain names (Diablo Ice, Pink Moon, and Pancake Ice) are all named after weather systems, like the strains in Pineapple Express. Rogen’s personal go-to strain is Pancake Ice, a 33 percent THC sativa which he smokes “all day.” Houseplant also made vinyl mixtapes that corresponds with each strain type.
Rogen’s announcement went viral enough to crash Houseplant’s site on Monday, though the site is now up with just a logo.
Rogen is putting his heart into the brand too. Rogen said that starting a cannabis brand comes with a “commitment to changing the unjust and racist cannabis laws that still exist in today’s society.” The brand will work with criminal justice and drug policy reform organizations, Houseplant told Fast Company, and provides funding to Marijuana Policy Project, Cage Free Cannabis, Cannabis Amnesty, and NORML. Houseplant also plans to create a mentorship program for undeserved entrepreneurs in cannabis, Fast Company reported.
“We understand our responsibility to help right those wrongs and are dedicated to creating a more diverse, equitable cannabis industry,” Rogen added.
Houseplant will be available to purchase in California directly from its site next week. Starting March 11, Californians will be able to purchase Houseplant’s three strains and home good, including the vinyl box set, a tabletop lighter, and a ceramic ashtray.
Houseplant was founded in May 2019 and is partly owned by Canopy Growth Corporation, a Canadian cannabis conglomerate that has signed deals with major names like Snoop Dog and Martha Stewart.
The Toronto-based company currently offers strains of dried flower cannabis, softgel capsules and pre-rolled joints in stores across Canada.