It’s Justin Bieber’s latest joint venture. The Canadian singer is breaking into the cannabis space, teaming up with a company to peddle pre-rolled joints that he’s calling “Peaches,” a nod to one of his most successful recent songs.
The Los Angeles-based recreational-pot company Palms Premium announced its partnership with Bieber on Monday on Instagram, calling the product a “limited edition line” that will be available in California, Nevada, Massachusetts and Florida. Palms specializes in pre-rolled joints, according to its Web site, which advertises seven-joint packs for $32 available at dozens of stores across California and Nevada.
Bieber hasn’t been shy about his pot use before. Earlier this year, Bieber stopped by Wonderbrett’s new flagship cannabis store in LA where he spent more than $1,000 worth on weed products, Page Six previously reported. At least some of the proceeds from the sale of the “Peaches” joints will go toward nonprofits including the Last Prisoner Project, which involves criminal-justice-reform advocacy regarding cannabis, and Veterans Walk and Talk, which advocates for the outdoors, psychedelic therapy and cannabis among military veterans.
“Our goal is to make cannabis more approachable and help destigmatize its use,” Palms said on Instagram. Bieber — known as a savvy investor in ventures ranging from Spotify to his own perfume line — is the latest celebrity to wade into the burgeoning legal-marijuana sector in the US.
Rapper Jay-Z has been among celebrities most active in the cannabis space. Earlier this year, the Brooklyn-born rapper started a $10 million investment fund to help minority marijuana entrepreneurs break into the booming business.
He’s also chief visionary officer of the Parent Co., which sells branded cannabis products.
Martha Stewart has also entered the space, serving as an adviser to Canada-based Canopy Growth while starting her own lines of products, including cannabis-infused dog chews.