‘Family Matters’ Star Jaleel White Launches ItsPurpl Cannabis Line

Family Matters star Jaleel White launched a new cannabis lined called ItsPurpl. White revealed to Forbes that he created the line in partnership with 710 Labs and that it will make its debut on April 20, 2021.

The line will feature variations of the popular Purple Urkle cannabis strain. White, who played the character Steve Urkel on Family Matters, saw a hole in the market for good purple cannabis and decided he could fill that void. 

“The thing that always stood out to me was there no clear brand leader for fire purple weed,” he told the outlet. “It made no sense to me that no company of significance had claimed this lane, so why not me?”

White met 710 Labs founder Brad Melshenker on a flight, and the two quickly realized their shared passion for cannabis. Melshenker admits that 710 Labs never sought celebrity endorsements but felt the deal with White felt just right. 

“We tend to let the product speak for itself. But over the years, Jaleel and I became friends, and organically our conversations developed into a project,” Melshenker said. “He was on a journey to find the real Purple Urkel from back in the early 2000s. Not only that, he wanted to find the most flavorful purple cultivars and had been collecting seeds with his friend Sean over the years just for this purpose.”

The ItsPurpl line of Purple Urkle strains will initially be sold in California. Still, there are plans to expand to other locations, such as New York, where weed has recently been legalized for recreational purposes. It will feature eighths, vape pens with 710 Labs’ proprietary live rosin pods, as well as Noodle Doinks, described as a fat, hand-rolled joint that uses a fusilli noodle as the crutch.