Bob Marley’s family is tapping into the musicians love of the ganja by launching a cannabis brand labelled ‘Marley Natural’.

“My dad would be so happy to see people understanding the healing power of the herb,” said Cedella Marley, Bob’s daughter. “He viewed the herb as something spiritual that could awaken our well-being, deepen our reflection, connect us to nature and liberate our creativity. Marley Natural is an authentic way to honour his legacy by adding his voice to the conversation about cannabis and helping end the social harms caused by prohibition.”

According to Wall Street Journal, private equity company Privateer Holdings has teamed up with the family of the late Reggae singer to launch the brand.

“We are joining with Privateer Holdings because they understand and respect our father’s legacy,” said Rohan Marley, Bob’s son.

The brand is also developing a hemp-infused topical creams and lotions.

“Marley Natural is a partnership between two cannabis pioneers,” said Brendan Kennedy, CEO of Privateer Holdings. “The Marley family has been an admired voice in the cannabis movement for more than 50 years and Privateer Holdings is the leader in building professional, mainstream cannabis brands. We’ve learned a lot over the past year about Bob’s views towards cannabis and how he viewed the herb differently. We are honored to work with the Marley family to bring his voice to a professional, authentic and modern brand that will be a defining first in the cannabis industry.”