That the weed business is an absolute goldmine is hardly news: we have spent weeks talking about the sheer number of celebrities putting money into the cannabis sector. More than 20 years on from that legendary sitcom, we have news about Jaleel White again, because he has jumped straight into the green business.
Jaleel White, the legendary Steve Urkel, launches his Urkel Purple strain
In the states where weed is legal, the business is growing at a frantic pace, and on top of rappers and athletes, some celebrities are spotting the potential too. His name might not ring a bell, but Jaleel White (yes, the legendary Steve Urkel from Family Matters) is another one who has joined the party.
Two decades have gone by since White shot to fame with his role as Steve Urkel. After nine hugely successful seasons, his character kept growing in importance until he became the best loved one on the show and a proper style icon of the 90s. That role pushed his career forward and, although he carried on acting, in the years that followed he has moved through the industry fairly quietly.
We do not know whether that is why he has decided to give his career a twist and bet on cannabis. The thing is, he has launched his own brand, Urkel Purple, and it is causing a proper stir on social media. And unlike his character, White is nobody's fool: he has teamed up with 710 Labs, one of the biggest names in the sector in the United States. He has always been open about supporting the legalisation of recreational use, and the idea for the collaboration came up after he met the CEO of 710 Labs on a plane.
In an interview with Forbes he explained the reason for the switch: it struck him that there was no clear leading brand for purple weed, and he asked himself why not launch one himself. That said, he pointed out that he never smokes when he is acting (he says it takes a lot of concentration), although in his time off he does, to unwind. The weed goes on sale for 420, so put 20 April in your diary if you fancy trying it.
More from The Smoker's Guide: How to Grow Cannabis on Your Balcony and A Guide to Smoking the Moment You Wake Up and Living to Tell It
