The family of late reggae superstar Bob Marley has joined forces with a private equity company to launch Marley Natural, which will offer “heirloom Jamaican cannabis strains” inspired by those the renowned performer enjoyed.

“My dad would be so happy to see people understanding the healing power of the herb,” said his daughter Cedella Marley. “He viewed the herb as something spiritual that could awaken our wellbeing, deepen our reflection, connect us to nature and liberate our creativity.”

She said Marley Natural was an “authentic way to honour his legacy by adding his voice to the conversation about cannabis and helping end the social harms caused by prohibition.”

The cannabis company is expected to start shipping its product to areas where pot is now legal by the end of next year. Alongside ganja, the company “backed by Privateer Holdings, a private equity firm that deals exclusively in cannabis industry investments” will sell creams, lotions and accessories all inspired by cannabis and Marley.

The company will be headquartered in New York city. Marley paraphernalia and topicals will be available worldwide. Its actual cannabis products will have the same branding but will be grown and distributed locally in jurisdictions where the drug is legal.

Close to 30 years after his death, the Jamaican reggae star is more popular now than at any point during his lifetime. Over the past year, ending in October, he was the ninth highest paid dead celebrity according to Forbes’s annual list of dead celebrities’ earnings, making $20 million (€16 million), more than Marilyn Monroe or John Lennon.

The family has rallied behind the branding initiative. “My husband believed ‘the herb’ was a natural and positive part of life,” said Rita Marley, Bob’s widow, “and he felt it was important to the world. He looked forward to this day.”

While illegal sales constitute the majority of the cannabis economy, legal sales are growing strongly. Last year legal cannabis sales topped $1.42 billion, according to a report from Arcview Market Research. This year they predict that figure will grow by 64 per cent to $2.34 billion next year.

Marley died aged 36 in 1981 without leaving a will, leading to years of litigation over ownership of his recordings, publishing rights and other assets.

But the Reggae idol never showed much interest in money. In 1979, when Marley was asked on the 60 Minutes news show whether he was a rich man with a lot of possessions, he replied: “Possessions make you rich. I don’t have that type of richness. My richness is life, forever.” Guardian