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Successful actor and noted pothead Seth Rogen has introduced his new cannabis brand Houseplant.
The brand is a collaboration between Rogen's business partner Evan Goldberg and Canada's largest cannabis company, Canopy Growth.
Rogen and Goldberg, who worked together on the classic cannabis flick Pineapple Express, announced the big news via a series of Instagram posts.
"We are so proud to be launching in Canada, our home," said Goldberg, Co-Founder of Houseplant, in a press release.
"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."
"Houseplant is a passion we've brought to life through drive and dedication," added Rogen.
"Every decision we've made for the business reflects the years of education, first-hand experience and respect we have for cannabis."
According to the press release, "overall consumer education" is at the centre of Houseplant's mission.
The company also said it plans to work with other industry leaders, legal teams, politicians and non-profits to help those unjustly incarcerated over cannabis.