Celebrities branding something that makes their fans high or drunk is a business opportunity as old as radio. Probably older. King Tut was putting his seal on wine barrels.
And now actor Jaleel White is putting his name on a line of cannabis products, Forbes reports, composed of variants on the Purple Urkle strain. It is incredibly confusing that Jaleel’s Family Matters character has nearly the name Steve Urkel, which is so close yet so far from the strain’s name.
The line is called ItsPurpl and is launching in April 2021. White partnered with 710 Labs founder Brad Melshenker to create it, but it sounds like he’s had some input.
“To smoke the end result from such a quality pod has been surreal,” White said. “I feel a little bit like Willy Wonka, the flavor came out so similar to grape candy.”
In terms of what brought him to the moment, White said there was “no clear brand leader for fire purple weed” which I will take his word on.
“It made no sense to me, that no company of significance had claimed this lane, so why not me?” asked White. Why not, indeed. And people are excited:
Yes, there will be a Stefan strain:
“I’ve got a strain called Stefan which is Purple Urkle x The White,” he explained. “Then there’s the classic Purple Urkle. Purple Urkle is actually not an easy plant to grow nor is it a big yielder. I visited the Oakland facility throughout the pheno hunt process and learned to use my nose in the same way a winemaker relies on his/her sense of taste.”
This truly is the perfect crossover hit for nineties kids who want to smoke up, forget their problems, and get nostalgic. White really does have his fingers on the pulse.