Seth Rogen and four friends-turned-co-founders have been building a weed company for close to ten years, and its products are now available in the United States. The company’s house goods will be available through its website and select dispensaries in Los Angeles will carry Houseplant’s three strains of cannabis.
Nearly every smoker has been there: Deep into a sesh with friends, someone has an idea of starting a weed company. It sounds great in the haze, but the idea fizzles as the high fades. That was ten years ago for co-founders Seth Rogen and Evan Goldberg. Yeah, the same Seth and Evan who starred in and produced some of the last decade’s best comedies. Together they launched Houseplant by teamed up with friends Michael Mohr, Alex Mcatee, and James Weaver and hired Melissa Greenberg as Chief Consumer Officer and Haneen Davies as Chief Commercial Officer.
Called Houseplant, the brand started in Canada in 2019 and launching today in the United States with three weed strains and a collection of design-first house goods.
Houseplant’s CEO Michael Mohr spoke to TechCrunch ahead of Houseplant’s US launch. He explains Houseplant sees itself as able to rise above competitors because its co-founders live the life they’re trying to sell. And to this company, success is not defined by just a financial windfall.
Mohr explains that he’s surprised at how little attention is given to social responsibility and impact within the cannabis industry. The company set up extensive social impact programs that 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,” Mohr said, “We recognize our advantages and our privilege. And we define our success not just financially, but we also grade ourselves on the impact that we’re able to make.”
Mohr pushes back that Houseplant is just another celebrity branding play. He explained that Rogen and Goldberg have shown they can authentically communicate a cannabis lifestyle because that’s how they live.
“[Rogen and Goldberg] put more thought into the cannabis products and the surrounding lifestyle than anyone else because that’s the life they live,” Mohr said. “And it’s through that personal experience we can create a line of house goods that are immediately well received by the cannabis community and the design community.”
As Mohr spoke, the vision became more apparent. Houseplant sees itself as having the potential to be a top-tier cannabis brand and not a side project for some celebrities.
“This industry needs brands that can bring trust and awareness to the space,” Mohr said. “It’s more than using [Rogen and Goldberg’s] name. It’s using their expertise to…