Seth Rogen and Evan Gold­berg are get­ting into the legal weed business

Mar­i­jua­na dis­trib­u­tors have been prof­it­ing off Seth Rogen​‘s like­ness for years, their plas­tic eighth-of-an-ounce can­is­ters of Pineap­ple Express hav­ing been embla­zoned with Rogen’s smil­ing face since his box-office smash ston­er com­e­dy made the strain famous in 2008. And with cannabis now legal in his home of Cana­da, it’s high time he start­ed get­ting in on the gold rush of green.

Accord­ing to The Hol­ly­wood Reporter, Rogen and long­time col­lab­o­ra­tor Evan Gold­berg have part­nered with grow oper­a­tion Canopy to launch their own offi­cial brand of weed known as ​‘House­plant’. They’ll com­mence oper­a­tions with three strains: a sati­va (for an ener­getic, upbeat effect), an indi­ca (for a relax­ing after­noon of sit­ting down), and a hybrid (for a cal­i­brat­ed com­bi­na­tion of the two).

In addi­tion to dried mar­i­jua­na buds, House­plant will retail pre-rolled joints and, cater­ing to those hes­i­tant to put some­thing on fire near their mouth, soft­gel cap­sules. The prod­uct will be avail­able to order online as well as at licensed retail­ers, though the actu­al date of the roll­out has yet to be spec­i­fied beyond ​“the upcom­ing months.”

Rogen and Gold­berg are only the lat­est celebri­ties to cap­i­tal­ize on the impend­ing repeal of mar­i­jua­na pro­hi­bi­tion around North Amer­i­ca. The par­ents of Miley ​“Han­nah Mon­tana” Cyrus post­ed a har­row­ing, some­what Lynchi­an pho­to in front of their large safe stuffed with bag­fuls of green­ery, while the likes of Martha Stew­art, Whoopi Gold­berg and Snoop Dogg have announced plans to dis­trib­ute in the Amer­i­can states com­ing around on legalization.

This trend has drawn crit­i­cism, how­ev­er, from those resent­ful of the fact that the ultra-wealthy now stand to ben­e­fit from the exact entre­pre­neur­ial spir­it that’s got­ten inner-city teens locked up for decades. It will be curi­ous to see how Rogen, who spent his teen years patron­iz­ing many such ama­teur busi­ness­peo­ple, responds to the bur­geon­ing social issue.