The actor who played “Steve Urkel” is bringing Purple Urkle Weed to a pot shop near you

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Actor Jaleel White, perhaps best known as Steve Urkel of Family Matters, is launching his own personal cannabis brand to celebrate the connection between Purple Urkle Weed and the character it’s named after.

White’s new ItsPurpl brand, developed in collaboration with 710 Labs, will offer different variants of the popular Purple Urkle variety. Initially, the company will sell eighth flowers, vape pens with proprietary live resin capsules, and 710’s unique noodle doinks – hand-rolled joints with real fusilli noodles as a crutch. After all, the company also hopes to bring food to the plate.

Purple Urkle strains appeared on the black market in the early 2000s and have enjoyed growing popularity ever since. Of course, companies have marketed Purple Urkle products with pictures or illustrations of White in his role as Urkel – but without the actor’s consent. After White stopped several attempts to exploit his image, he is now ready to officially enter the cannabis room on his own terms.

“Friends and family always found it funny sending me fake pictures of myself depicted on cannabis products in pharmacies across the country,” White told Forbes. “It was flattering at first, but then it got frustrating to see and hear Purple Urkle in the cannabis market. What I always noticed was there [was] No clear brand leader for fire purple weeds. It didn’t make sense to me [that] No significant company had claimed this trail. So why not me “

Many celebrities are actively seeking partnerships with weed companies, but this particular collaboration actually took place more organically. Brad Melshenker, founder of 710 Labs, told Forbes he met White on a flight and, of course, their conversation turned to weeds.

“710 has never been a brand to chase celebrity deals or endorsements as our agenda has always been quality above all else,” he explained. “But over the years Jaleel and I became friends and our conversations grew organically into a project. He was on a journey in the early 2000s to find the real Purple Urkel from back then. “

Melshenker and White spent a year trying to find the best possible Purple Urkle variants. Ultimately, the team settled on Stefan, a cross between Purple Urkle and The White Culitvars, as well as some of Purple Urkle’s toughest phenotypes.

ItsPurpl products are launching (of course) this year in the booming California adult market, but White and 710 hope to expand their market to other states and even internationally. “I want every state in the Union to keep everything real,” White told Forbes. “I envision product releases one day in Canada and Europe. ‘One Day’ has a fun way of happening a lot faster than we imagine. “