Seth Rogen becomes the next celebrity collaborator to part ways with the Canadian cannabis producer, Canopy Growth. This marks the end of one of the most esteemed celebrity brand collaborations in Canada’s legal cannabis market. According to a news release, the split between Canopy Growth and Rogen’s brand Houseplant was a mutual decision.
Michael Mohr, CEO and co-founder of Houseplant stated, “The recent launch of Houseplant in the United States has given us a clear benchmark for what Houseplant stands for, and how we plan to bring the brand to life globally.”
Image via @sethrogen on Instagram
With this statement, and the fact that their U.S. products are sourced from other suppliers, comes an assumption that the Houseplant cannabis products offered in Canada, haven’t lived up to the standards of the products produced in the states. And with this, Houseplant is working on a new approach to elevate the brand and become more consistent with the products offered in the U.S.
Canada is where it all started – for us as people, and for the brand. This is not an exit from the Canadian market, but a chance for us to evolve the brand.”
Seth Rogen on the split between Houseplant and Canopy Growth
Some of Houseplant’s products will still be available to retailers, but only through the end of September of this year. The end of this partnership does not mean the end of Houseplant all together, though. They are planning on relaunching the brand, with their U.S. business as a model for what may be yet to come in Canada.
Seth Rogen is not the first celebrity to part ways with Canopy Growth
This news comes shortly after Drake announced his parting from Canopy Growth in June of this year. While there wasn’t much explanation for either of these splits, it leaves us wondering- why are all these celebrities running away from one of the largest cannabis companies in the world? And, who will be next to leave the Ontario-based cannabis company? Could it be Snoop Dogg’s cannabis line LBS, or perhaps Martha Stewart’s CBD line? Only time will tell.
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