It was only a matter of time: Now that recreational marijuana is legal in five U.S. States, Willie Nelson is fulfilling the silent promise his very existence made to his fans, and planning to launch his own line of weed. Please, sit down before you faint dead away from the shock.

Joining the family of his fellow cannabis connoisseur Bob Marley in the ranks of celebrity pot lines, Nelson will not only debut “Willie’s Reserve,” but also has plans for branded bongs and stores as well, reports the Daily Beast.

After the Redheaded Stranger (talk about a nickname perfect for a strain of pot, eh?) let it slip to the Daily Beast’s James Joiner, his public relations rep followed up and provided a bit more information about the upcoming weed brand.

“He wants it to be something that’s reflective of his passion. Ultimately, it’s his,” the PR rep explains in the interview. “But it was developed by his family, and their focus on environmental and social issues, and in particular this crazy war on drugs, and trying to be a bright light amongst this trail as we’re trying to extract ourselves from the goo of prohibition.”

He adds that there will be stores selling the stuff eventually, that will roll out in states where marijuana is legal. At those stores, Nelson’s business will sell not only Willie’s Reserve, but other strains as well. All suppliers will have to meet certain standards of growing and environmental impact, among other things, in somewhat of an “anti-Walmart” model, the PR guy explained.

“It will be like when you walk into a Whole Foods store. Whole Foods has their 365 brand, or you can buy Stony Brook, or you can buy Horizon,” the PR rep says. It’ll all fall under that umbrella of “here’s our core beliefs, and here’s our mission statement,” and they will be a part of that, to be a part of us.

Willie Nelson Is Launching His Own Brand of Weed [The Daily Beast]

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.