“I got my peaches out in Georgia. I got my weed from California,” Bieber sings with his mellifluous vocals in the hit song. But it seems soon those in California will be echoing the singer as Bieber is set to enter the cannabis industry with his own range of products. Bieber announced the news which comes after the singer partnered with Los Angeles-based cannabis company Palms. The partnership will see seven-joint packs sold in California, where recreational marijuana use is legal for those over 21 years of age.
The product will be named after Bieber’s 2021 hit Peaches, a tune that seemed to become a global TikTok phenomenon overnight and the the soundtrack for life in lockdown (for at least a few weeks). And given that the line is “I got my weed from California,” it’s not a bad option for one’s own cannabis product. While Bieber hasn’t discussed the financial terms of the deal with Palms, it’s believed a proportion of the profits will 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, and the Last Prisoner Project which has long campaigned for criminal justice reform related to marijuana convictions.
In a statement, Bieber expressed: “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. I wanted to make sure that I was doing something with them that felt genuine, and Peaches felt like a good place to start.”
Australia might be slow to see cannabis decriminalised across the country – with the exception of the ACT which legalised recreational marijuana in September of 2019 – but the United States has seen parts of the country embrace its legalisation. A total of 17 states have now legalised cannabis for adult use and not surprisingly, famous faces have been quick to profit off a widespread love of weed. Seth Rogen launched Houseplant in California earlier this year and the traffic to the website was so profound the website crashed instantly. It offers three strains of top-shelf flower: Diablo Wind, Pancake Ice, and Pink Moon. And of course, it comes with Rogen’s own stamp of approval with the official tagline reading: “For people who love weed, by people who love weed.”
By adding his name to an ever-growing list of cannabis-supporting celebrities, Bieber is doing his part to remove the stigma associated with weed. In an interview with Vogue, the singer expressed, “Weed was something that I felt people tried to make me feel bad for enjoying. 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, said in a statement: “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.”
The push to legalise recreational marijuana here in Australia is mounting, with persistent efforts across most States. But even so, the Royal College of Psychiatrists warn that 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, as The Guardian reports.