When Seth Rogen and creative partner Evan Goldberg aren’t busy committing acts of war against North Korea, the two are mostly known for their movies and TV shows like This is the End, Sausage Party, and Preacher. And while they’ve probably bought a few dozen houses with that entertainment money, there’s another business which they probably should have been making money in a long time ago.

Despite inventing the Pineapple Express cannabis strain, the two have not made a dime to speak of in the weed industry. That is, until now.

On Thursday, Rogen, Goldberg and partners announced the launch of their new cannabis enterprise Houseplant. According to Leafly, Rogen said he’s been working on the project “quietly for years.” According to a press release from the company, they’ve been at it a whopping five years without spilling the beans.

Houseplant is rolling out slow with its first strain Houseplant Sativa available in British Columbia early this April. The company has announced plans to release additional strains Houseplant Indica and Houseplant Hybrid in the near future, as well as pre-rolled and softgels later in the year.

“Houseplant is a passion we’ve brought to life through drive and dedication,” Rogen said. “Every decision we’ve made for the business reflects the years of education, first-hand experience and respect we have for cannabis.”

“We are so proud to be launching in Canada, our home,” Goldberg added. “After spending five years diligently preparing for the launch of this company, we’re excited to be able to share our passion for cannabis with Canadians in this way.”

The company is 25% owned by Canopy Growth, one of the biggest companies in cannabis production at the moment.

“We have been getting to know the Houseplant team for quite a while now and continue to be impressed by their understanding of the cannabis consumer, attention to detail, and drive towards their vision,” said Mark Zekulin, Canopy’s President and Co-CEO. “We could not be more excited to partner with them and work towards our shared goal of making Houseplant one of the largest cannabis brands in the world.”