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Changing consumer sentiment is the key to growth in the cannabis industry and comedy movie actor Seth Rogen and director Evan Goldberg have teamed up with Canadian pot company Canopy Growth (CGC) - Get Canopy Growth Corporation Report to make that happen. 

Canopy announced Wednesday that it was partnering with the comedic pair to found Houseplant, a new brand of recreational cannabis.

"Houseplant is a passion we've brought to life through drive and dedication," said Rogen, co-Founder of Houseplant. "Every decision we've made for the business reflects the years of education, first-hand experience and respect we have for cannabis."

The company said that Houseplant is dedicated to product quality and consumer education with plans to launch three strains in the coming months. 

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"We have been getting to know the Houseplant team for quite a while now and continue to be impressed by their understanding of the cannabis consumer, attention to detail, and drive towards their vision," said Mark Zekulin, president and co-CEO of Canopy Growth. "We could not be more excited to partner with them and work towards our shared goal of making Houseplant one of the largest cannabis brands in the world."

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