Justin Bieber’s Latest Venture? Cannabis for a Cause

“I got my peaches out in Georgia, I get my weed from California,” sings Justin Bieber on “Peaches,” the fifth single from his latest album Justice. A collaboration with Daniel Caesar and Giveon, the track shot to the top of the Billboard Hot 100 when it was released back in March—and not just for its laid-back, sun-dappled groove, but also for its lyrics which speak to Bieber’s newfound life of steady, blissful contentment with his wife, Hailey Bieber.

It turns out these feelings of happiness and serenity can be chalked up to the sense of balance Bieber has found in his ongoing mental health journey, too, as well as the benefits of cannabis that have played a part in him reaching this point. “Weed was something that I felt people tried to make me feel bad for enjoying,” Bieber tells Vogue. “But I’ve now found a place in my life for weed products that have been beneficial in my human experience.”

Today, Bieber is making his first venture into his own cannabis products, collaborating with the California-based company Palms on a limited-edition collection titled “PEACHES Pre-Rolls by Palms” in a tidy nod to his weed-referencing track from Justice. “I’m a fan of Palms and what they are doing by making cannabis approachable,” Bieber adds. “I wanted to make sure that I was doing something with them that felt genuine, and PEACHES felt like a good place to start.”

The collection features seven 0.5 gram pre-rolls consisting of premium indoor flower—the specific strains include indica, sativa, and citrus terpenes—and each pack comes with a lighter emblazoned with the word “peaches.” While the product may be suitably premium, however, the real story lies in the charitable element of the project: Bieber is using the venture to support non-profits including Veterans Walk and Talk, which advocates for the medicinal use of cannabis within military veteran communities, and the Last Prisoner Project, which is dedicated to criminal justice reform around cannabis convictions.

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