Comedian Seth Rogen and filmmaker Evan Goldberg are getting into the recreational cannabis business, announcing on Wednesday the launch of their brand Houseplant in Canada. The new company is a partnership with global cannabis firm Canopy Growth and will “make it easier for people to learn to love cannabis as much as Houseplant does,” according to a press release from the company.

“Houseplant is a passion we’ve brought to life through drive and dedication,” said Rogen, a longtime cannabis advocate and star of the movies “Pineapple Express” and “Superbad,” both collaborations with Goldberg. “Every decision we’ve made for the business reflects the years of education, first-hand experience, and respect we have for cannabis.”

Mark Zekulin, President and Co-CEO of Canopy Growth, expressed big hopes for the future of the new company.

“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,” said Zekulin. “We could not be more excited to partner with them and work towards our shared goal of making Houseplant one of the largest cannabis brands in the world.”

Canopy Growth will bring its advanced production infrastructure and research capabilities

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