Canopy teams with Hollywood star, writer for new brand
TORONTO Pineapple Express star Seth Rogen and screenwriter Evan Goldberg have teamed up with Canopy Growth Corp. to launch a Toronto-based Canadian cannabis brand called Houseplant.
The Vancouver-born actor and the Canadian screenwriter with whom Rogen collaborated on the stoner film co-founded the Toronto-based company along with “other great friends and colleagues.”
“We have been working on this quietly for years and seeing everything come together is a dream come true,” Rogen said in an emailed statement.
“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 said Canopy acquired 25 per cent of the business, and invested working capital, but would not disclose any further financial information.
Rogen and Goldberg are the business leads of the firm, while Canopy in its role as venture partner is providing the facilities, expertise and infrastructure to grow pot.
“We have been getting to know the Houseplant team for quite a while now and continue to be impressed by their understanding of the cannabis consumer, attention to detail, and drive towards their vision,” Canopy president and COCEO Mark Zekulin said in a statement.
Rogen, who has also portrayed pothead characters in films such as Knocked Up and the 40-Yearold-virgin, is not the first celebrity associated with cannabis to dabble in the pot industry.
However, since Canada legalized recreational cannabis last October, these companies are subject to strict rules governing promotion of the products.
Houseplant noted that Rogen and Goldberg are not paid spokespeople, but founders and business owners.
“Since inception the Houseplant team has maintained a strong focus on abiding by the regulations ...,” the company said in an emailed statement.