The Marley Family and a Seattle-based equity firm announced that the late singer and activist Bob Marley will be the face of the first-ever global brand of marijuana.

Considering Marley’ spent most of his life fighting to legalize the controversial herb, it makes sense that his has been chosen to front this ambitious venture.

The brand named Marley Natural has been described as “a premium cannabis brand rooted in the life and legacy” of the singer.

The company responsible for supplying the goods is based in New York City and their offerings will include pot-injected creams and accessories, as well as doses of “heirloom Jamaican cannabis”. Heckler Associates, the agency that helped propel the brands of New Balance and Starbucks Coffee has been recruited to apply the same magic to Marley Natural. And according to The Hollywood Reporter, you can also purchase the undiluted version of the cannabis in the form of “loose packed” buds, oils or concentrate.

Everyone attached to the business venture expressed the need to use the new brand as an opportunity to honor the legacy Marley left behind. Brendan Kennedy, CEO of Privateer Holdings, the company that owns Marley Natural summed it up – “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”.

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