Justin Bieber really does get his weed from California – and now you can too. The superstar has long used cannabis in his mental health journey, but announced this week that he’s venturing into the industry through a collaboration with the brand Palms Premium on a limited-edition pre-roll collection called PEACHES. This new line alludes to Bieber’s song of the same name, the Billboard Hot 100-topping single from his album Justice featuring Daniel Caesar and Giveon which went viral for its references to cannabis. Now PEACHES’ stylized joint packs are available in California, Nevada, Massachusetts and Florida.
“Weed was something that I felt people tried to make me feel bad for enjoying,” Bieber said in a recent statement to Vogue. “But I’ve now found a place in my life for weed products that have been beneficial in my human experience.”
PEACHES offers an exciting combination of cannabis and justice, as the collection also supports nonprofits in the space. Proceeds from each pack of .5-gram pre-rolls, created with premium flower, will benefit Veterans Walk and Talk, which advocates for the medicinal use of cannabis within military communities, and the Last Prisoner Project, a restorative justice organization focusing on release and reentry opportunities for those imprisoned on cannabis-related charges. Together Palms and Bieber will also support Momentum, a business accelerator for entrepreneurs from marginalized communities by cannabis delivery giant Eaze, and its Social Equity Partners program.
“I’m a fan of Palms and what they are doing by making cannabis approachable and helping to destigmatize it,” Bieber told Forbes. “I wanted to make sure I was doing something good for them that felt genuine and Peaches felt like a good place to start.”
Palms, founded in 2018 by Noah Annes and Tyler Breton, is recognized for the high-caliber quality of its pre-rolls and elevated products in California and Nevada. The brand connected with Bieber through the Grammy-winning artist’s longtime manager Scooter Braun, whose SPAC fund Ceres invests in companies focused on cannabis wellness, CBD and health.
“Justin’s vulnerability and openness about his mental health struggles impressed us beyond measure,” said Annes, “and we knew immediately we would want him to be at the helm of our first-ever collaboration. With Justin’s help shining the spotlight on these important topics, we hope to inspire others to talk more freely about both mental health and cannabis consumption. Together, we will be able to further our message of utilizing cannabis in a functional and meaningful way, allowing it to be a light in the dark – and also, a really enjoyable time.”
Bieber has been candid about his mental health journey for some time, opening up to the public in his YouTube series Seasons. He has also been working to fund organizations like Active Minds, a nonprofit dedicated to raising mental health awareness in student communities. His involvement with Palms marks a further step into advocacy.
Annes explained that Bieber has been very hands-on with the development of PEACHES, from choosing strains, artwork and package designs to being part of the process all the way through. The PEACHES pre-rolls are indoor-cultivated rather than Palms’ usual sun-grown strains, and test at a higher potency. Packs (which sell for $50-60 depending on location) come in indica, sativa, and hybrid varieties that feature fruity notes and citrusy terpene profiles. They also include a custom PEACHES brand lighter (except in Florida).
“We want to talk about bigger issues,” Annes stated. “Justin dealing with his mental health and helping to destigmatize cannabis use for health, and the fact that we still need to get people out of jail for cannabis and change the regulations in the states now. Those things are really important to us, Justin is behind them and supports those causes as well. It’s more than the policy change and getting people out of jail. These organizations support people’s families. This really rocks families and communities. The same thing with people dealing with mental health issues and PTSD, if they aren’t able to get access to some medicine that is proven to work. We are so fortunate to be able to go into dispensaries, have choices, access to thoughtfully made products and brands.”
PEACHES packs are now available at select dispensaries, including Haven (CA), MedMen (CA, NV), Planet13 (NV), NETA Dispensaries (MA), and Surterra Wellness through a partnership with Parallel (FL). California consumers can also purchase the collection through the Eaze and Amuse delivery services. Nevada PEACHES flower is grown by Flower One. For more information, visit palmspremium.com or follow @palmspremium on Instagram.
Featured image: Justin Bieber for PEACHES by Palms (C) Palms Premium