(JTA) – Snoop Dogg, an outspoken advocate of marijuana use, is the new brand representative for an Israeli cannabis tech startup. Seedo, based in Yokneam in northern Israel, sells an automatic hydroponic growing machine for herbs and vegetables that is used for growing cannabis. Snoop Dogg has joined Seedo “to educate consumers on the environmental benefits and social opportunity of Seedo’s home and commercial grow technology,” the company said in a statement. 

“Promoting a healthier lifestyle by providing my friends and communities with products that allow for growth in unused urban spaces is something I’m all the way down with,” Snoop Dogg said. “Seedo creates cost savings and the opportunity for all people to benefit from agricultural technologies.”