Justin Bieber has entered the cannabis industry launching $32 (£23.50) packs of pre-rolled joints named Peaches after his recent hit song.
Bieber, 27, on Monday announced a partnership with the Los Angeles based cannabis company Palms to produce the seven-joint packs that will initially only be on sale in California, where recreational marijuana use is legal for over-21s.
The Canadian singer said he wanted to launch his own range of cannabis products to help remove the stigma associated with the drug, and hoped its use could help young people with mental health concerns.
“I’m a fan of Palms and what they are doing by making cannabis approachable and helping to destigmatise it – especially for the many people who find it helpful for their mental health,” Bieber said in a statement. “I wanted to make sure that I was doing something with them that felt genuine, and Peaches felt like a good place to start.”
The product is named after Bieber’s March 2021 hit Peaches. The lyrics of the song begin: “I get my peaches down in Georgia, I get my weed from Kalifornië.”
Neither Bieber nor Palms commented on the financial terms of the deal. Egter, Bieber told Vogue that a proportion of the profits would be used to support Veterans Walk and Talk, a charity that uses cannabis and psychedelics as part of its therapy to support ex-service people, en die Last Prisoner Project, which campaigns for criminal justice reform related to marijuana convictions.
“Weed was something that I felt people tried to make me feel bad for enjoying,” Bieber told Vogue. “But I’ve now found a place in my life for weed products that have been beneficial in my human experience.”
Noah Annes, a co-founder of Palms, gesê: “Justin’s vulnerability and openness about his mental health struggles impressed us beyond measure, and we knew immediately we would want him to be at the helm of our first-ever collaboration. With Justin’s help shining the spotlight on these important topics, we hope to inspire others to talk more freely about both mental health and cannabis consumption.”
Bieber follows a host of other celebrities into partnerships with the fledgling legal cannabis industry. The country music legend Willie Nelson has launched a large range of cannabis products under his Willie’s Reserve brand. The rapper Jay-Z is chief visionary officer of California weed company the Parent Company, and the celebrity chef and entrepreneur Martha Stewart has launched a range of cannabidiol-rich gummies in partnership with Canopy Growth Corp.
The recreational use of cannabis is legal in about a third of US states.
The Royal College of Psychiatrists said research shows that people who are already at risk of developing mental health problems are more likely to start showing symptoms of such conditions if they use cannabis regularly. For example, if someone has a family history of depression or schizophrenia, they are at higher risk of developing these illnesses if they use cannabis.