Actor Seth Rogen is banding together with friends and colleagues and getting into the pot business. The Pineapple Express star and screenwriter Evan Goldberg are working with Canopy Growth to launch a Toronto-based cannabis brand called Houseplant. The Vancouver-born actor has also portrayed pothead characters in films such as Knocked Up and the 40-Year-Old-Virgin, but he is not the first celebrity associated with cannabis to dabble in the pot industry. Tommy Chong, one half of the Cheech & Chong comedy duo, has a line of medicinal cannabis products called Chong's Choice. Rapper Snoop Dogg struck a deal with Canopy to grant the company the exclusive right to use certain content and brands. Actors Kevin Smith and Jason Mewes — better known as Jay and Silent Bob — entered into a brand licensing agreement with cannabis company Beleave Inc. to develop strains. Rogen and Goldberg are the business leads of the company, while Canopy in its role as venture partner is providing the facilities, expertise and infrastructure to grow cannabis. The first strain of Houseplant Sativa goes on sale in B.C. next month.