The heirs to Bob Marley’s estate and private equity firm Privateer Holdings have announced a joint partnership to create a brand based solely on marijuana.
In what they refer to as the "world's first global cannabis brand,” they will offer creams, lotions, vaporizers, accessories and different types of cannabis called Marley Natural.
Cedella Marley, Marley’s oldest daughter, said in a statement, "My dad would be so happy to see people understanding the healing power of the herb,” The AP reports.
Co-founder and Chief Executive Officer of Privateer Holdings, Brendan Kennedy, added of marijuana that it’s “no longer a subculture or countercultural thing. Part of ending prohibition is by creating brands that fuel change."
Investors in this new venture are optimistic about the opportunities for “returns of 10 to 20 times” their investment as more states legalize marijuana.
Bloomberg reports the products will start going on sale in 2015.
Marley died in 1981 of cancer.