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Seth Rogen launches weed company 'to make it easier for people to learn to love cannabis'

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Seth Rogen is the latest celebrity to get into the weed business

Comedy movie moguls Seth Rogen and Evan Goldberg announced Wednesday the launch of Houseplant, a recreational Canadian cannabis company in collaboration with Ontario-based grower Canopy Growth.

"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," the company said in a press release.

The two Vancouver natives have teamed up on popular films projects including "Superbad," "Pineapple Express," "The Interview" — and now cannabis.

"Houseplant is a passion we've brought to life through drive and dedication," Rogen said in the press release. "Every decision we've made for the business reflects the years of education, first-hand experience and respect we have for cannabis."

The first strain of cannabis the new company will introduce with Canopy Growth is Houseplant Sativa and will be available for purchase in early April through regulated retailers and online in British Columbia. The company added that Houseplant Hybrid and Houseplant Indica strains, along with soft gels and prerolled joints, will follow throughout the year

"We are so proud to be launching in Canada, our home," Goldberg said. "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."

Evan Goldberg, left, and Seth Rogen.
Steve Jennings | Getty Images

While Houseplant said it's excited to make cannabis education "the center of its mission," Canadian partner and cannabis giant Canopy Growth adds yet another celebrity duo to its growing list of business partnerships.

Last month, Canopy said it's working with lifestyle authority and television personality Martha Stewart to develop hemp-derived CBD products. Its partnership with Stewart stemmed from an earlier relationship with entertainer and cannabis icon Snoop Dogg.

Canopy's subsidiary Tweed began selling three varieties of cannabis in 2016 under the "Leafs by Snoop" brand, including varieties dubbed "Sunset," "Ocean View" and "Palm Tree" in a nod to the rapper's California heritage.