Bob Marley will be the face of the first global brand of marijuana.
The late musician will front Marley Natural, “a premium cannabis brand rooted in the life and legacy” of the singer, the Marley family and a Seattle-based private equity firm announced on Today on Tuesday morning.
The New York City-based company will offer pot-infused creams, accessories and strains of “heirloom Jamaican cannabis,” all cleanly packaged by Heckler Associates, the agency that branded New Balance and Starbucks Coffee. Executives stated that the cannabis itself will be sold as “loose packed” buds, oils or concentrate.
“This is what the end of prohibition looks like,” said Brendan Kennedy, CEO of Privateer Holdings, which owns Marley Natural. “Bob Marley started to push for legalization more than 50 years ago. We’re going to help him finish it. … We’re committed to social change, environmental sustainability and building a professional, responsible and legal cannabis industry.”
While the family has recently licensed a variety of lifestyle products in reference to the musician’s affinity for marijuana, this marks their first move into the selling of the actual herb.
“It just seems natural that Daddy should be part of this conversation. … As Daddy would say, ‘Make way for the positive day.'” said daughter Cedella Marley. Son Rohan Marley added, “Herb is for the healing of the nation; herb is for the meditation; herb is for the higher vibrations.”
This article was first published on THR.com.