(JTA) — Seth Rogen is starting a company to sell something very near and dear to his heart: marijuana.

The actor and his Jewish writing partner Evan Goldberg (the pair have written classics like “Superbad” and the stoner comedy “Pineapple Express”) launched Houseplant on March 27. It will sell cannabis in collaboration with the Ontario-based grower Canopy Growth.

“Houseplant is a passion we’ve brought to life through drive and dedication,” Rogen said in a news release, according to CNBC. “Every decision we’ve made for the business reflects the years of education, first-hand experience and respect we have for cannabis.”

Rogen and Goldberg grew up together in Vancouver. Last October, Canada legalizedrecreational marijuana use.