Who is up for some "Bieber Cheeba"?

Stephen Andrews
15 Oct 2021

Pop culture greatest stars have a long tradition of endorsing cannabis. Most recently it's Justin Bieber who announced a partnership with California cannabis operator Palms. The first product launch includes pre-rolled joints called "Peaches" after his recent hit single, which already won the "Best Pop" category at the 2021 MTV Video Music Awards. Will the strain by the same name win cannabis cups? I doubt so. But, you never say never.

For those who don't know the lyrics of "Peaches," Bieber sings, "I got my peaches out in Georgia, I get my weed from California." I didn't know the lyrics and had to google that, and that much is true. Bieber does get his stash from Cali. 

"Peaches" won single charts around the globe, peaking #1 in Canada, Australia, New Zealand, Portugal, Slovakia, the Netherlands, and here in the USA. However, if you are going after "Peaches" the cannabis, it's a limited edition, available only in dispensaries around California, Nevada, Massachusetts, and Florida. 

A pack of "Peaches" is sold in seven 0.5 gram pre-rolls, including Sativa, Indica, and Hybrid strains with a fruity, "peachy" flavor. You can buy the Bieber Cheeba for the price of $50 bucks. 

The 27-year-old singer said by launching his own cannabis brand on the market, he aims to lift cannabis stigma. "I'm a fan of Palms and what they are doing by making cannabis approachable and helping to destigmatize it – especially for the many people who find it helpful for their mental health," Bieber said in a statement. "I wanted to make sure that I was doing something with them that felt genuine, and Peaches felt like a good place to start."

Bieber will donate part of his cannabis profits to support the causes of "Veterans Walk and Talk" and "The Prisoner Project." The first is a charity that helps retired military service members with cannabis, and the second stands for marijuana convicts in the fight for criminal justice reform. 

Noah Annes, one of the co-founders of Palms, told Vogue, "Justin's vulnerability and openness about his mental health struggles impressed us beyond measure, 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," he said. 

Smoking Bieber Cheeba while listening to "Peaches," as bizarre as it might sound, will most certainly appeal to the younger generations who're fans of Justin's music. Cannabis veterans on the other hand may find the whole idea despicable, or at least laughable. And probably thinking something in the style of how they smoked their first stash before even Bieber was born.

Whether you like him or not, is not even important. What counts here is that Bieber sends a loud message out there, and he is very popular with Gen Z. Whether his new venture is done with sincere intentions or not, it also doesn't matter so much. The Bieber Cheeba will still bring attention to pressing issues such as mental wellbeing and how cannabis can help those persons who struggle with anxiety, depression, trauma or you name it. Not to mention that the causes he has chosen to donate are wonderful initiatives that totally deserve more spotlight and funding.

I for one have still not listened to Justin Bieber's "Peaches." This Friday night is perhaps more perfect for dream pop and shoegazing. But if you have a Bieber Cheeba, share a puff with a friend tonight, wherever you are!!

Stephen Andrews