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The latest celebrity to dive into marijuana professionally is A-list comedian Seth Rogen, star of comedy cellar and screen, and screenwriter Evan Goldberg, who collaborated with Rogan on the stoner flick Pineapple Express. The two are launching a cannabis brand called Houseplant, in partnership with Canopy Growth Corp., the Canadian Cannabis company.

“Houseplant is a passion we’ve brought to life through drive and dedication,” Rogen said in a press release sent to Leafly. “Every decision we’ve made for the business reflects the years of education, first-hand experience, and respect we have for cannabis.”

While Rogen is providing the all-important celebrity cache to the project, Canopy has acquired 25 percent of the company. In addition to investing working capital, Canopy is also providing the facilities, experience, and infrastructure to create the cannabis that Houseplant will produce. The company is producing its own strains of cannabis, instead of just repackaging, branding, and promoting.