Canadian actor Seth Rogen has launched a cannabis company, Houseplants, with his BFF, the director Evan Goldberg, High Times reports. In news that could be the screenplay for a Seth Rogen vehicle directed by Goldberg, the HT explains that the duo will partner with Canopy Growth to ensure Houseplants does indeed grow.

The company will be based out of Toronto and is planning on rolling out three different strains of cannabis (a sativa, an indica, and a hybrid) to introduce new consumers to cannabis through Rogen’s most-passionate of passion projects. And, notably, Rogen isn’t even close to being the first celebrity to make a foray into the plant-touching biz. Heck, Rogen isn’t even the first celeb to partner with Canopy Growth, as homeware icon/gagillionaire Martha Stewart partnered with the company for a line of CBD pet products earlier this year. And the Doggfather himself partnered with Canopy back in 2016 for Snoop’s Leafs imprint of canna-goods. More recently, Gwyneth Paltrow’s GOOP teamed up with MedMen last summer.

What Does Canopy Growth Gain From The Deal?

Quite a bit we think. As the company works to expand operations and it footprint in the United States through its partnership with Stewart, the Houseplants deal affords them a fun brand to appeal to domestic customers in Canada who are or are not familiar with the different strains of cannabis. Rogen’s presence doesn’t hurt, either. The comedic actor is not only a popular “guy’s guy” figure, but the BC-native has also made clear time and time (and time and time and time) again that he’s a big fan of the green.

Additionally, with the products being launched in not only different strains, but also as pre-rolled joints, flower, and capsules, consumers get exposure to different methods of delivery.

Man, March has brought us some pretty obvious  and fun news stories (the munchies-legalization correlation story is still our fave), but this Houseplants story is a very close runner-up.