Bob Marley's name used to market legal cannabis Rohan Marley, the son of the singer who referred to cannabis as "the herb," said: "We are joining with Privateer Holdings because they understand and respect our father's legacy." Bob Marley saw cannabis as "something spiritual," according to his daughter Marley's daughter Cedella also gave her blessing to the launch. "My dad would be so happy to see people understanding the healing power of the herb," she said. He viewed the herb as something spiritual that could awaken our well-being, deepen our reflection, connect us to nature and liberate our creativity. She added that the new product would help promote the "conversation about cannabis" and help "end the social harms caused by [its] prohibition." As well as cannabis itself, the company will also offer cannabis and hemp infused products such as sun creams and lotions. How the Marley Natural cannabis products will be marketed Privateer, which bills itself as the world's first private-equity firm to invest exclusively in legal cannabis, said it had been working with the Marley family since 2013 to bring the product to market. "Marley Natural is a partnership between two cannabis pioneers," said Brendan Kennedy, chief executive of Privateer. The Marley family has been an admired voice in the cannabis movement for over 50 years and Privateer 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. This is not the first time the Marley family have teamed up with big business to utilise the name of the singer who died in 1981. Hilco Brands formed a joint venture with the family in 2008 to promote products including Marley's Mellow Mood Beverages and the House of Marley headphones and audio.