Steve Urkel is about to be pushing that Purple Urkle!

Actor Jaleel White who played the famous role of Steve Urkel in the hit sitcom “Family Matters,” has officially ventured off into the cannabis industry.

In a partnership with 710 Labs, Forbes reports White’s new cannabis line, ItsPurpl features variants of the popular cannabis strain Purple Urkle set to launch on international stoner’s day, April 20.

While the brand will get started on dispensary shelves in California, it hopes to someday grow to more marketplaces in the near future.

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

Ironically, the collaboration between 710 Labs founder Brad Melshenker and White began through friendship after the two connected on a flight and bonded over their passion for cannabis.

“710 has never been a brand that pursued celebrity deals or endorsements as our agenda has always been quality above all else,” said Melshenker. “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. Not only that, he wanted to find the most flavorful purple cultivars and had been collecting seeds with his friend Sean over the years just for this purpose.”

According to Forbes, Purple Urkle “will be sold as eighths and vape pens with 710 Labs’ proprietary live resin pods, as well as Noodle Doinks, a fat, hand-rolled joint that uses a fusilli noodle as the crutch.”

“To smoke the end result from such a quality pod has been surreal,” continued White. “I feel a little bit like Willy Wonka, the flavor came out so similar to grape candy.”

ItsPurple branding features an ombre-purple Steve Urkel character on sleek black packaging and a limited-edition series of merchandise — including a waffle maker — will also be available.

Click here to sign up for product alerts on the ItsPurpl website.

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