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.
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.”)
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.
