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  • Post Time Posted March 27, 2019
Canadian actor and comedian Seth Rogen along with Evan Goldberg have entered into a partnership with Canopy Growth Corporation to launch a Toronto-based, Canadian cannabis brand called Houseplant.

Rogen and Goldberg, who worked together on the 2008 stoner film Pineapple Express, as well as Superbad, and The Interview, have co-founded the new company 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 time!”

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

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.

However, the Cannabis Act prohibits the promotion of cannabis, cannabis accessories or any service related to cannabis by means of testimonial or endorsement or by means of the depiction of a person, character or animal, whether real of 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.”

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 opportunity both pre and post legalization, Seth and Evan have not participated in any cannabis related event or promotion in Canada,” the company said.

The first strain, Houseplant Sativa, will be on sale at legal retailers in British Columbia 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.

Source: https://business.financialpost.com/pmn/commodities-business-pmn/agriculture-commodities-business-pmn/seth-rogen-teams-up-with-canopy-growth-to-launch-cannabis-brand-houseplant-2

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