Actor Seth Rogen and screenwriter Evan Goldberg have teamed up with Canopy Growth Corp. to launch the cannabis brand Houseplant. (Photo by THE CANADIAN PRESS)

Seth Rogen to launch cannabis brand called Houseplant

The Vancouver-born actor co-founded the Toronto-based company

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 tiame!”

Houseplant said Canopy acquired 25 per cent of the business, and invested working capital, but would not disclose any further financial information.

READ MORE: Meet ‘Ceph’, the baby octopus named after Seth Rogen

Rogen and Goldberg are the business leads of the company, while Canopy in its role as venture partner is providing the facilities, expertise and infrastructure to grow cannabis.

“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 co-chief executive Mark Zekulin said in a statement.

Rogen, who has also portrayed pothead characters in films such as Knocked Up and the 40-Year-Old-Virgin, is not the first celebrity associated with cannabis to dabble in the pot industry.

Tommy Chong, one half of the Cheech & Chong comedy duo, has a line of medicinal cannabis products called Chong’s Choice, available in certain states where legal. In late 2017, director and actor Kevin Smith and actor Jason Mewes — better known as their stoner movie characters Jay and Silent Bob — entered into a brand licensing agreement with Hamilton, Ont.-based cannabis company Beleave Inc. to develop strains. And in 2016, rapper Snoop Dogg struck a deal with Canopy to grant the licensed producer the exclusive right to use certain content and brands such as Leafs By Snoop.

However, since Canada legalized recreational cannabis last October, these companies are subject to strict rules governing promotion of the products. The Cannabis Act prohibits the promotion of cannabis, cannabis accessories or any service related to cannabis by means of a testimonial or endorsement or by means of the depiction of a person, character or animal, whether real or fictional. It is also prohibited to present cannabis or any of its brand elements in a manner that “evokes a positive or negative emotion” about a “way of life such as one that includes glamour, recreation, excitement, vitality, risk or daring.”

Any promotion that could be seen as appealing to young people is also forbidden.

Houseplant noted that Rogen and Goldberg are not paid spokespeople, but founders and business owners who have been involved in its strategic development and decision making since the beginning.

“Since inception the Houseplant team has maintained a strong focus on abiding by the regulations which is why, not due to a lack of opportunity both pre and post legalization, Seth and Evan have not participated in any cannabis related event or promotion in Canada,” the company said in an emailed statement.

“They are founders and owners, not spokespeople for the brand and have been very careful not to confuse that.”

Houseplant’s team in Toronto consists of a chief commercial officer and marketing manager while its strains will be grown at Canopy’s facilities in Smiths Falls, Ont., she added.

The first strain Houseplant Sativa will be on sale at legal retailers in B.C. starting next month, with hybrid and indica strains to follow. The company said pre-rolled joints and softgel products will also follow later in the year as the brand rolls out across Canada.

Houseplant said it does not have any current plans to launch in the U.S. — where cannabis is legal for medical and recreational purposes in several states but is illegal federally — but both its partner and the company have “global aspirations.”

The company said there are no current plans for any products branded with Pineapple Express.

Rogen and Goldberg’s partners in Houseplant also include the California-based United Talent Agency through its business ventures group.

The pair have spent five years preparing for the launch, said Goldberg.

“We are so proud to be launching in Canada, our home… We’re excited to be able to share our passion for cannabis with Canadians in this way,” he said in a statement.

Armina Ligaya, The Canadian Press

Like us on Facebook and follow us on Twitter.

Just Posted

Ladysmith set to star in new Syfy series: Resident Alien

Downtown had the look to play role of Patience, Colorado, filming starts next month

Vancouver Island sees one of the lowest November rainfalls in decades

Only a third of the expected rainfall was seen across the Capital Region

Mid-Island mill closes, approximately 50 workers lose their jobs

Family-owned Errington operation was open for 30 years

Saanich Indian restaurant reduced to rubble during busy holiday season

Owner ‘blown away’ by the damage, relieved no one was seriously injured

VIDEO: Rockslide closes Highway 93 in Fairmont Hot Springs

Geotechnical team called in to do an assessment after rocks fell from hoodoos

Thieving gun-toting Santa breaks into Princeton restaurant, makes icing sugar sandwich

The suspect allegedly made a sandwich of icing sugar and ham

Infants should be tested for autism if older siblings are diagnosed, Canadian study suggests

Blood test for infants with sibling who’s been diagnosed would get information to families earlier

Province gives $4.93M boost to school-based gang prevention program

The funding will see the ‘Erase’ program expand from 12 to 16 communities

Former Duncan man found guilty of sexual assault of 14-year-old

Corey Joseph Scribner was found guilty in a Duncan courthouse on Nov. 5

Fewer cops — not better drivers — mean traffic tickets way down on Greater Victoria’s West Shore

The 315 violations in first six months of the year represent a 42 per cent decrease from 2018

Province begins forfeiture of Shawnigan contaminated soil site

The forfeiture proceedings do not impact the closure plan for the landfill site

Opening day delayed at Mount Washington

Dec. 6 was set as opening day but will now be delayed due to lack of snow.

Bag of cocaine left in Vancouver Island grocery store aisle

RCMP: ‘We sure would like to talk to’ person who left drugs behind

Most Read