By Piya Sinha-Roy
March 27, 2019 at 05:23 PM EDT

Seth Rogen is sure to have another hit on his hands… with his newly launched Canadian cannabis company, Houseplant, which will not only sell recreational marijuana products but hopes to educate users as well.

Rogen and his filmmaking partner Evan Goldberg — who have become kings of stoner comedy via movies like Pineapple Express — co-founded the company, and on Wednesday Rogen offered a peek on Instagram, with photos of a warehouse full of weed plants and printed packaging.

Christopher Polk/Getty Images

The Houseplant website, which features a retro design inspired by VHS tapes, currently has one weed product for sale, a sativa strain (with indica and hybrid strains coming soon), available in British Columbia only, but says it will expand with legal retailers. The site also says the company aims to educate users “beyond safe and responsible use of cannabis products.”

“We have a moral obligation to build an industry that commits to changing the injustices that continue to exist,” the website says. “We are committed to working closely with other industry leaders, legal teams, politicians, and non-profits to help those negatively impacted or convicted by minor, non-harmful cannabis acts.”

Rogen isn’t the only celebrity to jump on the growing green bandwagon. Other famous stoner-preneurs include Snoop Dogg (of course), who has a venture capital fund to invest in cannabis-related businesses, Whoopi Goldberg, Willie Nelson, and Tommy Chong.

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