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.

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