Family Matters actor Jaleel White has entered the cannabis industry in a partnership with 710 Labs.
The actor, famous for his portrayal of Steve Urkel, is creating a line of products that feature the popular Purple Urkle strain and it is set to launch on April 20, 2021.
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According to Forbes, the brand will be on shelves in dispensaries in California, where recreational marijuana consumption is legal.
Brad Melshenker, the founder of 710 Labs, met White on a flight and the two connected over their passion for cannabis.
White said there was no clear brand leader in the industry of purple cannabis, so he set out to be just that.
He hopes to have products available in New York, Canada and Europe in the future.
Marijuana is legal for recreational consumption in Colorado, Washington, Alaska, Oregon, Washington D.C., California, Maine, Massachusetts, Nevada, Michigan, Vermont, Illinois, Arizona, Montana, New Jersey, South Dakota, New York and Virginia.
According to Marijuana Business Daily, the cannabis industry is expected to hit $130 billion by 2024.
The actor is entering into an industry dominated by white Americans with little diversity.
He joins the ranks of other Black celebrities in the field, including Snoop Dogg, Wiz Khalifa, Whoopi Goldberg and Jay Z.