Skip to main content

Seth Rogen Proves Life Imitates Art with New Cannabis Company, Houseplant

Even Hollywood A-listers gotta have a backup plan. For most male movie stars, a spirits company seems to be the entrepreneurial venture of choice. But for funny guy and noted stoner Seth Rogen, the commercial pivot was to cannabis. Of course.

Together with his longtime writing partner and BFFF, Evan Goldberg, and a venture partner called Canopy Growth Corporation, Rogen launched Houseplant, a cannabis brand based out of Toronto.

Recommended Videos

In case you’ve been hiding under a rock these many years, Rogen is a frank and enthusiastic cannabis consumer. He more or less made his name originally playing versions of his affable toked-up self, not only in Pineapple Express but in Knocked Up, 40-Year-Old Virgin, and Freaks and Geeks. His appearances on late night TV almost always pivot to funny “this one time when we were smoking” stories. He was vocal in his support of Canada’s legalization last year, calling it a “huge win.”

Along with selling recreational marijuana products (bud, soft-gels, pre-rolls), the company plans to focus on cannabis advocacy and education. (Please, oh please, can that part consist of a Saul Silver-esque lecture: “It’s this thing like El Nino, this airflow comes from Hawaii and Canada, it mixes in with the weed in a very special way. It’s actually very scientific, I won’t go into it right now.”)

Image used with permission by copyright holder

But don’t expect to see Houseplant advertisements featuring the perma-grinning dealer from Rogen’s most weed-forward film. Canada’s Cannabis Act has some strict rules around promotion, including a prohibition against any endorsements or “the depiction of a persona, character, or animal, whether real or fictional.” Companies are also barred from presenting cannabis in a way that “evokes a positive or negative emotion” about a “way of life such as one that includes glamour, recreation, excitement, vitality, risk, or daring.”

Fair enough, though Rogen’s existing body of work may have already crossed those lines.

To that point, the company’s press statement includes a guarantee that Rogen and Goldberg won’t be personally stumping for the brand. It also may be why, in talking about his just-launched company, Rogen has couched his enthusiasm in unusually mature language:

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

(Cue the signature Rogen chuckle.)

Houseplant’s first sativa strain is already available at legal retailers in Rogen’s home province of British Columbia. Look for two more — an indica and a hybrid — to be introduced later in the year. No word yet on whether one of their strains will be dubbed Pineapple Express (or Blue Oyster or Super Red Espresso Snowflake), or whether they have plans to launch in the U.S. It is worth noting that one of the company’s venture partners is California-based United Talent Agency, and that the company has mentioned having “global aspirations.” Here’s hoping Houseplant makes its way south — odds seem good that it could turn out to be the dopest dope you’ve ever smoked.

Chelsea Batten
Former Former Digital Trends Contributor, The Manual
Chelsea Batten is a writer, photographer, and Kerouac groupie. One of the original digital nomads, she was seduced from life…
The writer of one of Netflix’s biggest drama is taking on James Bond next
We still don't know who will star in this new installment.
James Bond at a casino

The news that Denis Villeneuve would be taking on the next James Bond film was certainly exciting for many, and as we continue to speculate about who might take over as 007, we're also learning more about who else will be working behind the scenes on the film.

We now know that Steven Knight, the writer behind Peaky Blinders, will be writing the next Bond movie. While Knight is best known for his work on TV, which includes Peaky Blinders and the recent Stephen Graham series A Thousand Blows, he's also the writer behind Spencer and Maria.

Read more
Every new Game of Thrones spinoff explained
George R.R. Martin's television world continues to grow
Matt Smith starring in House of the Dragon

When it first aired on HBO in the early 2010s, Game of Thrones dazzled audiences with revolutionary special effects and terrific acting in a unique fantasy world. Based on author George R.R. Martin's series of novels, the universe depicts the battles between several different noble families as they try to climb to the top of the continent of Westeros, both politically and figuratively. The war scenes, family drama, and massive number of characters helped make the story feel fresh and new every time a new episode aired.

As Martin's attention shifted to television and away from his books, fans have looked to the TV series to finish some of the stories he couldn't finish on the page. Game of Thrones left fans wanting more, despite its poorly received finale, and a plethora of spinoffs are on the way. House of the Dragon already has two seasons completed, and there are several others in the coming years to look forward to.
House of the Dragon
House of the Dragon finished its second season in 2024. The show chronicles the heated family dynamics of the Targaryen empire almost two centuries before the events of Game of Thrones. The third season should pick up the civil war between Queen Rhaenyra's forces and King Aegon's after a slow-building conflict throughout the second act.

Read more
The ultimate guide to cigar terminology: Speak like a true aficionado
The ‘I definitely know my cigars’ cheat sheet. You're welcome.
Man wearing top hat lighting a cigar in a bar

You're not the only one who has felt out of your league talking cigars with someone who obviously knows his stuff, trust me. To everyone else, the cigar world is a secret society with its own language—a mix of tradition, craftsmanship, and ritual that may as well be code to the onlooker. But here’s the secret–you don’t need years of puffing to sound like an aficionado.

This guide explains cigar jargon in the most approachable way possible. No BS, no elitism, no jargon— just straight talk in plain, everyday words. You’ll learn the basic structure of cigars, how to describe what you’re tasting, and how to talk shop without sounding like a rookie. Whether you’re sparking up at a lounge, perusing a humidor, or just kicking back, having the lingo effortlessly rolling off your tongue will elevate your cigar game instantly.

Read more