When you look at Seth Rogen’s career trajectory, and the persona he’s cultivated for himself, the surprise isn’t that he’s launching a weed company: it’s that it took him so long.
Rogen has won hearts around the world as the cuddly schlubby stoner we all want to share a smoke with, even though his incredibly high workrate as a writer, actor and producer belies any illusion that his love of the herb equates to slackerism.
In any case, it’s perfectly appropriate that while other celebrities might build business empires with personalised fragrances or salad dressings, Rogen is doing it with weed. A post on Rogen’s Instagram shows a vast forest of cannabis plants, and expresses his delight that his company, named “Houseplant”, is about to get off the ground.
“I’ve been working hard on Houseplant for five years. I can’t believe we’re actually launching. What a time,” the mastermind behind Superbad, This Is The End and Knocked Up wrote. And Houseplant got the seal of approval from numerous celebrity pals, including Charlize Theron, Busy Phillips and Jessica Alba.
Hollywood is, clearly, on board with weed entrepreneurialism – which will no doubt provide further evidence to more wowserish types of the entertainment industry’s moral turpitude.
However, just as Rogen’s career has demonstrated that you can smoke weed and be a high achiever, Houseplant will surely prove that you can also be a high achiever by helping others smoke weed. We wish him all the best.