The co-founders of Seth Rogen and four friends have been building a weed company for ten years, and its products are now available in the United States. The company’s home furnishings will be available through its website and select dispensaries in Los Angeles will carry three hemp hemp of houseplants.
Nearly every smoker has been: Deep in a Deep with Friends, someone has an idea to start a weed company. It sounds great in fog, but the idea fits as high fade. He was for co-founders Seth Rogen and Evan Goldberg ten years ago. Yes, the same Seth and Evan who acted and produced some of the best comedies of the last decade. Together they started houseplants with friends Michael Mohr, Alex Macatte and James Weaver, and appointed Melissa Greenberg as Chief Consumer Officer and Hainin Davis as Chief Commercial Officer.
Called Domestic plant, The brand debuted in Canada in 2019 and launched today in the United States with a collection of three weed strains and design-first home items.
Houseplant CEO Michael Mohr spoke to TechCrunch prior to the US launch of Houseplant. He explains that the houseplant sees itself capable of rising above competitors because its co-founders live the life they are trying to sell. And for this company, success is not defined by just a financial gain.
Mohar states that he is surprised at how much attention is paid to social responsibility and influence within the cannabis industry. The company established comprehensive social impact programs to address three areas: education and advocacy, community empowerment and economic opportunity, and diversity, equity and inclusion. They are also working with organizations addressing criminal justice and drug policy reform.
“[Houseplant] We recognize the issues. And we not only define our success financially, but we also grade ourselves on the impact we are able to make. “
Mohar said that houseplant is just another celebrity branding sport. He explained that Rogen and Goldberg have shown that they can authentically communicate a cannabis lifestyle, because they live like that.
“[Rogen and Goldberg] Be more considerate than anyone else in cannabis products and the surrounding lifestyle because that is the life they live, ”said Mohr. “And it is through that personal experience that we can create a line of home furnishings that are instantly well received by the hemp community and the design community.”
As Mohr stated, the vision became more clear. Houseplant sees itself as having the potential to be a top tier hemp brand and is not a side project for some celebrities.
“The industry needs brands that can bring confidence and awareness to the space,” said Mohr. “It’s more than using [Rogen and Goldberg’s] Name. It is using their expertise to meet targets and provide an experience to consumers across the country. “
These claims are easily verified. Check out Seth Rogen’s Twitter account. Over the last week, he is Tweeted Many times about the launch of the houseplant, teasing products and showcasing the company’s hand-picked strains. Rogan’s enthusiasm is contagious. In a three minute video, Rogan sits behind an earthen pot and shows some excellent pottery skills. In another, He dances (One of a kind) vinyl sells houseplants to track from a set of records. This video has been watched millions of times.
Houseplant sees an opportunity to build a friendly cannabis brand. CEO Mohr looks to Apple for inspiration, he explains, hoping that does the houseplan for cannabis, which Apple did for computers and smartphones that could replace someone using a scare product.
The company has three product lines, two of which are available in the states: cannabis flower and a line of THC-infected drinks and household items appropriately called housegoods. Eventually, Houseplant will release two Housegoods products a month, which will be sold directly to consumers through its website. Drinks are available only in Canada.
The flower is hand picked and includes three strains: two sativa strains and one indica strain. All test high and come from California producers. Pink Moon is an indica strain, crossed with a tangy and kosher kush, and culminates in a euphoric and creative high without the lively effects of a sativa. The two sativa strains result in different effects. The Diablo Wind is a crossing of Jack Hears and the G13 Hays, for a sinister, cerebral and high altitude. Pancake Ice, Chem Dog, I-95 and a cross of Mandarin Cookies. Rogen tweeted twice that he kills this strain all day. The company says that pancake ice results in a calm and soothing body that is not seductive.
The houseplants part of the houseplant contains the same grass found in its weeds. These products are uniquely suited to cannabis consumers, yet interesting enough for purchase by anyone. The ashtray even comes with a matching flower vase. The ashtray set by Seth, as it is called, retails for $ 85 and is inspired by Rogan’s new-found love for pottery (which he has been very vocal on social media). The block lighter costs $ 220 and is clearly designed to never be lost like other lighters. Finally, Houseplant sells a box set of vinyl records that are intended to be played with certain strains – you know, a playlist but in real life.
Despite the short line of products, the company is poised to impact the growing cannabis market.
The houseplant is funded by five of its co-founders in the US. CEO Mohr told TechCrunch that he had not made any external investment yet.
To start houseplants in Canada in 2019, the company partnered with cannabis giant Canopy Growth Corp. In the deal, the company brought cannabis strains and a line of THC-infected drinks to market. The canopy development is not part of the United States launch.