The "Bieber Cheeba" has arrived!

Liz Filmer
13 Oct 2021

Some will say that it was only a matter of time. Still, it appears we may have already hit "peak" levels of celebrity cannabis endorsement! Pop Culture mega-star Justin Bieber has announced a partnership with LA-based cannabis company Palms. The first product launch includes pre-rolled joints called "Peaches" after his recent hit single earlier this year.

The limited-edition run comprises seven 0.5 gram pre-rolls, including a mix of Indica and Sativa strains, with a "peachy' flavour. The "Bieber Cheeba", as it has been nicknamed, is available in dispensaries across four states — California, Nevada, Florida and Massachusetts, retailing at USD 50.00.


Before the launch, Bieber said he wanted to introduce his cannabis line to help remove the stigma associated with the drug, especially for those with mental health issues. 


"I'm a fan of what Palms are doing by making cannabis approachable and helping to destigmatise it, especially for people who find it helpful for their mental health," 


A portion of the profits from "Peaches" will also be donated to support "Veterans Walk and Talk". This is a charity that uses cannabis to help ex-service military people. Another charity, "The Prisoner Project", which fights for criminal justice reform concerning cannabis convictions, will also receive a percentage of profits.


 Beiber reflected on his journey with cannabis. "Weed was something that I felt people tried to make me feel bad for enjoying, but now I've found a place in my life for weed products that have been beneficial."


Co-founder of Palms, Noah Annes, said he hoped that Justin highlighting such important topics would encourage others to talk more openly about their mental health and their cannabis consumption.


 "Justin's vulnerability and openness about his mental health struggles impressed us, and we knew we would want him at the helm of our first-ever collaboration." 


Whilst Bieber certainly divides opinion between the generations; he is coming at his collaboration from a slightly different angle. He is trying to make it impactful in a positive way whilst raising awareness of important issues. However, I am sure that the more cynical out there will still view it as just another clever marketing tool...and maybe it is, but at least the message is still getting out there.


The thing is, love him or hate him, Justin Beiber is an influential figure in pop culture for the younger generations, many of whom are growing up with a different view of cannabis. They are growing up in a time when many may not remember it NOT being legal and so may not appreciate what has gone on before this time! If we want cannabis to be legal, we must accept that it will be commercialised like everything else, we may not like it, but we cannot stop it.


Bieber's message (sincerely or not) is about the crucial issues surrounding cannabis, such as the social injustices of past cannabis convictions, removing the stigma of mental health, and normalising cannabis as a tool to cope with that. 


I would rather my kids listened to that than to a celeb who is just pushing his cannabis lines as if its just more merchandise.. Because that is nothing different, and there is no greater message to take away from that.

Liz Filmer