Seth Rogen explains how Houseplant promotes cannabis without breaking the rules

I was annoying Seth Rogen. We had just started the interview, and while he politely answered my questions, he was growing tired of talking about his celebrity status. He was more interested in discussing how the company he co-founded is succeeding by overcoming countless regulatory hurdles. To him, that success has little to do with the Seth Rogen brand.

“It’s not like I’m a real celebrity. It’s not like Chris Evans is behind this,” Rogen said, laughing. “On the grand scale, celebrities are very low on the pecking order. I don’t even know if I am a celebrity since I haven’t been in a Marvel movie.”

I spoke with Rogen, CEO Mike Mohr, and Chief Commerce Officer Haneen Davies at TechCrunch Disrupt. Houseplant launched in March with two product categories: ‘House,’ as in, home goods, and ‘Plant,’ as in weed. One is highly regulated by the federal government and social media companies, and the other is not.

“We approached [building the brand] in a way that nobody else has,” Davies said. “I think the merger of house and plant is what’s going to help us establish a brand name that goes beyond the limiting restrictions you have to abide by to communicate cannabis.”

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