By Emily Ledger
Global pop superstar Justin Bieber has announced the launch of a limited edition line of cannabis pre-rolls inspired by his new hit “Peaches”.
The cannabis pre-rolls are produced through a collaboration between Bieber and California-based cannabis company Palms with an aim to “create a brand that destigmatises recreational cannabis consumption once and for all.”
To this end, the company revealed that a portion of the proceeds from the sale of “PEACHES Pre-Rolls by Palms” will be donated to Veterans Walk and Talk – an organisation that advocates for the expansion of medical cannabis access – as well as the Last Prisoner Project, which focuses on the reform of cannabis criminal justice through the support of those impacted by cannabis convictions.
The products are now available at dispensaries in several states, including California, Nevada, Massachusetts and Florida at a projected retail price of between $50 and $60.
In a statement, Bieber revealed, “I’m a fan of Palms and what they are doing by making cannabis approachable and helping to destigmatize it – especially for the many people who find it helpful for their mental health.
“I wanted to make sure that I was doing something that felt genuine with them and Peaches felt like a good place to start.”
Palms co-founder, Noah Annes, also said of the collaboration, “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.
“Together, we will be able to further our message of utilizing cannabis in a functional and meaningful way, allowing it to be a light in the dark… and also, a really enjoyable time.”
Justin Bieber joins a growing list of celebrities that are making moves in the cannabis world. Jay-Z and Drake both announced the launches of their own cannabis companies in recent years, while Beyonce recently revealed that she is opening a hemp farm.