Singer Justin Bieber is all set to venture into the cannabis industry. According to reports, the Baby hitmaker has partnered with California-based company Palms to release PEACHES Pre-rolls named after his hit song Peaches.

The collaboration aims to “create a brand that destigmatises recreational cannabis consumption once and for all”. “I’m a fan of Palms and what they are doing by making cannabis approachable and helping to destigmatise it, especially for the many people who find it helpful for their mental health. I wanted to make sure that I was doing something that felt genuine with them,” the singer added.