- The Washington Times
Tuesday, April 13, 2021

Jaleel White is hoping to parlay his fame as “Steve Urkel” into a popular line of cannabis called ItsPurple.

The former “Family Matters” star partnered with 710 Labs on products, which fans will immediately recognize: “Purple Urkle” and “Stefan.”

Forbes spoke with the actor about the endeavor for an interview published Monday, along with the years it took to come to fruition.

“I’ve got a strain called Stefan which is Purple Urkle x The White,” he told the magazine. “Then there’s the classic Purple Urkle. Purple Urkle is actually not an easy plant to grow nor is it a big yielder. … I feel a little bit like Willy Wonka, the flavor came out so grape candy.”

The product will be available on California dispensary shelves starting in April.

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

710 Labs founder Brad Melshenker assured potential customers that ItsPurple is not some sort of temporary gimmick.

“710 has never been a brand that pursued celebrity deals or endorsements as our agenda has always been quality above all else,” Mr. Melshenker told Forbes. “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. He was on a journey to find the real Purple Urkel from back in the early 2000s.”

The actor eventually plans to expand his product line to include edibles.

“But gotta crawl before we can walk,” he said.

Copyright © 2021 The Washington Times, LLC.