According to TheHollywoodReporter, the Marley family and a Seattle-based private equity firm, Heckler Associates, have joined forces to launch a new Marijuana brand, Marley Natural.

The New York City-based company will offer pot-infused creams, accessories and strains of “heirloom Jamaican cannabis” (Previously they branded New Balance and Starbucks Coffee). However, they will also sell actual Weed as “loose packed” buds, oils or concentrate — and call themselves “a premium cannabis brand rooted in the life and legacy” of the singer.

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“This is what the end of prohibition looks like,” said Brendan Kennedy, CEO of Privateer Holdings, which owns Marley Natural. “Bob Marley started to push for legalization more than 50 years ago. We’re going to help him finish it. … We’re committed to social change, environmental sustainability and building a professional, responsible and legal cannabis industry.”

“It just seems natural that Daddy should be part of this conversation. … As Daddy would say, ‘Make way for the positive day.'” said daughter Cedella Marley. Son Rohan Marlet added, “Herb is for the healing of the nation; herb is for the meditation; herb is for the higher vibrations.”

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