Seth Rogen’s Houseplant Bringing ‘Contemporary Cannabis Culture’ To Coffee Via Cometeer Collaboration
Seth Rogen is the latest Hollywood name looking to be a part of your morning cup with Houseplant Coffee, a collaborative venture announced this morning between the actor’s Houseplant brand and frozen coffee capsule platform Cometeer.
Houseplant Coffee’s two inaugural roasts — Bean There Done That, an Ethiopian medium roast blend, and Get Roasted, a Mexican dark roast — are aimed at the premium at-home coffee market that Massachusetts-based Cometeer has cultivated for its unique frozen capsule format. Both are available to Cometeer subscribers (plans start at $64 per month) as part of the Houseplant Roaster Box, or for the one-time purchase price of $84.
Though no cannabis experience is required, Houseplant Coffee is positioned as a “natural extension” of the home goods and lifestyle company steeped in cannabis culture, per a press release. Created by friends and creative partners Seth Rogen, Evan Goldberg and Michael Mohr, the brand has marketed cannabis flower, prerolls and vapes, plus unique ashtrays and other home accessories designed and made by Rogen himself. The coffee itself does not contain THC.
“Houseplant exists to popularize a lifestyle that embraces contemporary cannabis culture by offering a breadth of products for people’s homes and daily lives,” said Mohr, also Houseplant’s CEO. “Alongside cannabis, very few products graduate to become a ritual and take an active role in creating memorable moments. As we acknowledge and celebrate all the ways that coffee enhances our own lives, Houseplant Coffee was a natural next step for us to bring to our customers.”
“From where we sit, coffee and cannabis are the perfect pair,” added Goldberg, who has collaborated with Rogen on films like Superbad and Pineapple Express. “Our first smoke of the day gets our creativity flowing and brings a sense of calm, while our morning coffee gives us energy and focus. Our goal with Houseplant Coffee by Cometeer is to provide that same sweet balance to both cannabis and caffeine enthusiasts alike.”
For Cometeer, the Houseplant partnership fits with its strategy of matching its specialized D2C platform with recognized specialty roasters, including George Howell and Intelligentsia. The brand has been buoyed by deep investment, but progress has been uneven as it attempts to educate consumers and make inroads at retail via placement in branded endcap freezers at retailers like Erehwon, Sprouts and Central Market.
“We were immediately drawn to Houseplant, another company focused on creating carefully developed, top-quality experiences at home,” said Matt Roberts, CEO & Co-Founder of Cometeer. “We easily found common ground testing and tasting with Seth and Evan, who quickly revealed themselves to be just as obsessed with coffee as we are, and landed on these two roasts that exceeded our high expectations. Now, we’re excited for Houseplant fans to experience the magic of Cometeer for the first time – a company focused on incredibly delicious coffee made impossibly convenient.”
Rogen isn’t the only Hollywood name that’s caught the coffee bug: Oscar-favorite Robert Downey, Jr. entered the game with Happy Coffee just last week.
