Seth Rogen is launching a cannabis company ‘to make it easier for people to learn to love cannabis’

Seth Rogen is about to light up into the Canadian cannabis industry.

Rogen and screenwriter Evan Goldberg have joined forces with Canopy Growth to launch Houseplant, a new brand of recreational cannabis in Canada.

According to a release announcing the partnership, “Houseplant is the result of years of experience and dedication, with each element and expression thoughtfully designed to make it easier for people to learn to love cannabis as much as Houseplant does.”

Rogen says 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,” Rogen added.

The first strain, Houseplant Sativa, will be available for purchase in early April 2019 through provincially regulated retailers and online in British Columbia.

The Houseplant Hybrid and Houseplant Indica strains along with softgels and pre-rolled joints will follow throughout the year, and will soon be available across all of Canada.

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Goldberg said in a release that he’s proud to be launching in Canada, “our home.”

“After spending five years diligently preparing for the launch of this company, we’re excited to be able to share our passion for cannabis with Canadians in this way,” he added.

Canopy Growth President Mark Zekulin said the company “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 is “contributing their expertise to support Houseplant’s creativity and vision through its cutting-edge research, state-of-the-art manufacturing capabilities and infrastructure.”

According to a release, Houseplant is “dedicated to product quality and consumer education; delivering only the highest quality cannabis product for Canadians” and “strains are designed to satisfy both expert and new users.”

The release announcing the partnership also stated the company’s commitment cannabis reform, both in society and in law.

“As leaders in cannabis, we also have an obligation to build an industry that commits to changing everything that’s been wrong about cannabis,” the release stated. “We are aware of the racial injustices that exist and will work closely with other industry leaders, legal teams, politicians and non-profits to help those unjustly incarcerated.”