One sure sign that the cannabis industry in the U.S. is gaining steam — the rush of celebrities hoping to get in on the ground floor.

It’s probably no surprise that Tommy Chong, one half of the world’s most famous cannabis-loving duo, launched a line of medicinal cannabis products. But joining Chong in the increasingly crowded world of celebrity cannabis are the likes of Joe Montana, Whoopie Goldberg and Gwyneth Paltrow.

The marriage of celebrities and cannabis companies benefits both parties. Celebs offer products immediate name recognition and a built-in fan — and potential customer — base. That name recognition and a celebrity’s own branding are priceless in an increasingly crowded marketplace. The celebs also quickly convey to consumers an idea of what the cannabis brand stands for.

– Read the entire article at Forbes.