 According to the BBC, Marley's daughter, Cedella Marley is the spokesman for the new company.Many other members of the Marley family have been involved with the company including Stephen Marley and Rohan Marley, 

The Guardian noted disquiet about the use of Marley's name as a cannabis brand, commenting that recreating him as the "Marlboro Man of Marijuana" was a "cynical, money-generating move".They also noted that Marley is already ranked fifth on Forbes’s list of top-earning dead celebrities, earning about US$20 million a year for his estate.