Check Out Seth Rogen And Evan Goldberg’s Latest Rolling Paper Collab
Houseplant and OCB Announce Partnership: Premium Line of Rolling Papers and Cones to Debut on February 16.
In an exclusive reveal ahead of its official announcement, Houseplant, the cannabis lifestyle brand co-founded by Seth Rogen, Evan Goldberg and Michael Mohr, has formed a partnership with OCB, a revered French rolling paper company with a century-long heritage. This collaboration, christened Houseplant by OCB, is poised to unveil a premium line of rolling papers and cones, making its digital debut on February 16, followed by a wider retail introduction in the spring of 2024.
The Union Of Two Industry Titans
In an April 2023 Forbes cover story by Will Yakowicz, the rolling paper market is valued at an astonishing $2 billion to $3 billion globally, with North American sales nearing $550 million at wholesale levels. OCB distinguishes itself as a rare entity that controls the entire paper-making cycle, right from sourcing sustainable fibers to producing the final product. Under the guidance of Don Levin, founder of Republic Brands and owner of legacy brands like Zig-Zag, E-Z Wider and JOB, Republic Brands has carved out a significant share of the North American market, producing 1.2 billion booklets of rolling paper annually, as per the article.
This alliance harnesses Houseplant's standing as a leader in the cannabis lifestyle sector and Seth Rogen's global fame, alongside OCB's renowned expertise in paper manufacturing. Michael Mohr, CEO and co-founder of Houseplant, sees the Houseplant by OCB product line as addressing a market need, particularly in consumer education and product quality. "From the first time Don and I spoke, the potential of what we could achieve together was clear," Mohr says, highlighting the synergy between OCB’s superior paper products and Houseplant’s authority in the smoking category.
Seth Rogen, co-founder of Houseplant, echoes this enthusiasm. In an exclusive statement, he comments, "Going to France and seeing the highest quality rolling papers get made from start to finish was literally a dream of mine… We were blown away by the process and are so happy to have found a partner that cares as much as we do about giving weed smokers the elevated experience they have always deserved."
A Competitive Landscape
While Houseplant and OCB concentrate on both rolling papers and cones, Bryan Gerber's Hara Supply has emerged as a formidable player in the pre-rolled cone segment.
As reported by Will Yakowicz for Forbes, Hara Supply has made significant inroads, producing over 100 million cones a month. This underscores the variety and competition in the cannabis accessory market, spotlighting different specializations within the industry.
A ‘Superbad’ Lineup
The upcoming product range will offer three variants: bamboo, brown rice, and classic papers and cones, each crafted from ethically sourced and responsibly harvested fibers. The bamboo variant presents a sustainable choice, while the brown rice papers, blending real rice fibers with organic hemp, promise a smooth smoking experience. The classic type, made with FSC-certified wood fibers and free of dye and chlorine, aims to enhance the natural flavor of the smoke.
