Seth Rogen and Evan Goldberg Launch Cannabis Brand Houseplant

Seth Rogen and Evan Goldberg Launch Cannabis Brand Houseplant
While Seth Rogen is known for playing a host of lovable stoner characters on screen, the Canadian actor has now announced the launch of his own cannabis brand alongside creative partner Evan Goldberg.

The pair have co-founded the Toronto-based brand Houseplant alongside licensed producer Canopy Growth Corp. Rogen previously teased the launch on Instagram yesterday (March 26).

"We have been working on this quietly for years and seeing everything come together is a dream come true," Rogen told the Canadian Press in an email. "We could not be more passionate about this company and are dedicated to doing everything the right way. It is extremely important to us to treat cannabis with the reverence it deserves. What a time!"

In another emailed statement, Houseplant told CP that Rogen and Goldberg "are founders and owners, not spokespeople" that have been a part of the company's strategic development from the start. Canopy, which acquired 25 percent of the business, will provide facilities, expertise and infrastructure to grow cannabis.

"Since inception the Houseplant team has maintained a strong focus on abiding by the regulations which is why, not due to a lack of opportunity both pre and post legalization, Seth and Evan have not participated in any cannabis related event or promotion in Canada," the company said.

Goldberg added that the pair have spent five years preparing to launch the company. At present, Houseplant has no plans to launch in the United States.

"We are so proud to be launching in Canada, our home... We're excited to be able to share our passion for cannabis with Canadians in this way," Goldberg said.

Rogen's latest film work finds him playing the role of a political journalist in Long Shot, which arrives in theatres this May.