Ontario-based Canopy Growth is partnering with a Toronto cannabis company created by celebrities Seth Rogen and Evan Goldberg to sell branded flower, softgels and pre-rolled marijuana formats in the coming months.
Canopy said the partnership with Houseplant – founded by Rogen, Goldberg and their partners, including United Talent Agency – was almost two years in the making.
Houseplant is owned in partnership with Canopy, which trades on the New York Stock Exchange under the ticker symbol CGC and on the Toronto Stock Exchange as WEED.
While Canada strictly prohibits “the use of testimonials and endorsements in promotions and on any promotion that invokes a specific way of life” to sell cannabis, licensed marijuana companies are allowed to enter into business relationships with celebrities.
One month ago, Canopy enlisted celebrity lifestyle guru Martha Stewart to advise the Canadian cannabis company in developing a new line of goods, including hemp-derived CBD products.
Health Canada says having a celebrity as an adviser is not prohibited under the Cannabis Act.
Because the Cannabis Act also prohibits brands from being named after an individual, Canopy changed the name of its Leafs By Snoop brand to LBS when the law came into force Oct. 17, 2018.
Snoop Dogg forged a partnership with Canopy in 2016.
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