International Cannabis Business Conference

Seth Rogen: 'I've Had a Lifelong Love of Weed'

Seth Rogen and Evan Goldberg, the team behind Houseplant

It was just a matter of time before Canadian-born CelebStoner Seth Rogen would enter the canna-business. Five years in the making, Rogen and his filmmaking partner Evan Goldberg announced on March 27 they inked a deal with Canopy Growth to launch a brand of pot products, dubbed Houseplant. Clearly, they waited for legalization there to take off, which it did last October.

Both Rogen and Goldberg are from Vancoiuver, where their line will initially be released. Canopy, among the largest Canadian cannabis companies, is based in Ontario. The deal - Canopy owns 25% of Houseplant - was announced in Toronto, the country's financial capitol.

"We've been working on this quietly for years and seeing everything come together is a dream come true," Rogen stated via email. "We could not be more passionate about this company and are dedicated to doing everything the right way. It's extremely important to us to treat cannabis with the reverence it deserves. What a time!"

Eight days later, on Jimmy Kimmel LIve, Rogen declared (cue to 4:30 below):

"I've had a lifelong love of weed. The idea that we're able to make a company - we're only in Canada right now - that could provide people with high quality cannabis was just a thrilling prospect, and I'm proud to be an owner of this compnay."

The roll out will start with Houseplant's sativa strain, followed by an indica and hybrid. The products will not be available in the U.S.

Rogen and Goldberg, who've teamed up on such stoner classics as Pineapple ExpressThis Is the EndNeighbors and Superbad, join a growing list of celebs looking to cash in on the Green Rush, such as fellow Canadian Tommy Chong.

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Steve Bloom

Steve Bloom

Publisher of CelebStoner.com, editor-in-chief of Freedom Leaf, co-author of Pot Culture and Reefer Movie Madness, and the former editor of High Times.