On July 7 2021, a Facebook account shared a screenshot a post and image featuring “Purple Urkel,” a strain of cannabis purportedly being promoted by Jaleel White of Family Matters and Snoop Dogg:
Never did I ever think I would see Jaleel White in full Urkel gimmick promoting his new “Purple Urkel” marijuana line with Snoop Dogg. This is bonkers lol
That text appeared on the screenshot (which lacked contextual image such as original posting date):
A search for the post’s “never did I ever …” text led to an April 18 2021 Facebook post with a nearly-identical share count.
In early July 2021, the version with text on the image was shared on meme aggregator iFunny. On July 12 2021, a Reddit user shared the image to r/JoeRogan:
According to cannabis directory Leafly.com, “Purple Urkel” is a real strain. More than 1,200 users of the site reviewed Purple Urkel, but Jaleel White was not mentioned in its introductory blurb:
Purple Urkle’s history is as complex as its flavor palate. A California strain, the origins are believed to stem from a select phenotype of Mendocino Purps, while the essence is a blend of skunk, berry, and fresh grapes. Consumers report the effects to be deeply relaxing, sleep-inducing, and a great option for full-body pain relief. The short onset of effects make it a perfect nighttime strain for those who suffer from insomnia.
However, an April 13 2021 article was published to Leafly coinciding with the meme’s earliest iteration (“Actor Jaleel White and 710 Labs debut a new Purple Urkle”) and reported:
For over a decade, friends and strangers far and wide would ask actor Jaleel White, who played Steve Urkel in the hit ABC family sitcom Family Matters, the same questions when dispensary shopping, or even sent him pictures of his likeness on rolling trays and trucker hats:
“Do you make Purple Urkle? Is this your weed? Where can I get some Urkle, Urkel?”
The answer? April 20th [2021] in California stores, thanks to White’s fresh collaboration with award-winning brand 710 Labs. Together they’re dropping Its PurpL, a line of exclusively purple cultivars selected from the best breeders the US has to offer.
Leafly’s coverage of White’s Purple Urkel collaboration led with information about the strain itself, and indicated that White fielded questions about it for more than ten years. The site further reported that White’s interest in the business side of cannabis appeared after the strain was introduced and popularized:
But the Purple strains of cannabis were on the rise then, and White’s endearingly uncoordinated character inspired the name for a purple strain known to zap body pain, and maybe a little hand-eye coordination, too: Purple Urkle.
White’s no stranger to toking, he said. He first started to seriously consider a foray into cannabis around six years ago, when Proposition 64 in California was on the next state ballot and Colorado had already taken the plunge. He had gotten plenty of offers in the past, but none of them felt “right,” or were willing to represent White’s intersecting identity as a foodie.
[…]
But the Purple strains of cannabis were on the rise then, and White’s endearingly uncoordinated character inspired the name for a purple strain known to zap body pain, and maybe a little hand-eye coordination, too: Purple Urkle.
White’s no stranger to toking, he said. He first started to seriously consider a foray into cannabis around six years ago, when Proposition 64 in California was on the next state ballot and Colorado had already taken the plunge. He had gotten plenty of offers in the past, but none of them felt “right,” or were willing to represent White’s intersecting identity as a foodie.
On May 8 2021, the New York Times profiled the venture and interviewed White:
Jaleel White, best known for playing the popular character Steve Urkel in the 1990s sitcom “Family Matters,” is among those leading the charge. He developed and recently started a cannabis line under the name ItsPurpl, a partnership with 710 Labs, creating variants of a strain called Purple Urkle.
“We were never a brand that pursued celebrity deals, in fact we turned a few away,” Brad Melshenker, founder of 710 Labs, said about his decision to work with Mr. White, who is Black. “But after meeting Jaleel serendipitously on an airplane and becoming friends, the idea grew organically, and we knew we had the right partner.”
Mr. White, for his part, said he hoped to see more Black and Latino people leading cannabis brands. “I’d like to see a true multicultural spectrum represented from ownership to employment opportunities.”
An interviewer asked White about “being and becoming a brand leader for fire purple weed,” and he responded:
I love fine tequilas. But I also love an incredible mezcal and that unmistakable smokey flavor. I view purple weed the same as I view great mezcals. There are so many varieties and flavors. Consumers and fans of purples just feel woefully underserved in the marketplace.
The recreational market is really in its infancy, so we are truly in a space where only a few brands have stepped forward and established themselves as leaders. In 710 Labs, we found a unique opportunity. They’re a “quality first” brand that is also well-known within the cannabis community due to their commitment to the culture. Combining the organic relationship I have with purple cannabis in conjunction with a highly skilled cultivation team put us in the position to put out perhaps the best purple cannabis on shelves anywhere. I make this claim humbly, but I also know what our grow squad can do.
[…]
We will continue to provide that fire purple to all those who seek a truly unique cannabis experience. Keep introducing new genetics slowly over the next year and beyond, God willing. We definitely want to play around with some edibles and drinkables, topicals, you name it. We’re really excited to serve this growing community.
A similar image from April 17 2021 was popular on Twitter, as was video of White and Snoop Dogg:
A screenshot of an April 2021 Facebook post reading “Never did I ever think I would see Jaleel White in full Urkel gimmick promoting his new ‘Purple Urkel’ marijuana line with Snoop Dogg,” “This is bonkers lol” spread virally at least twice on Facebook and circulated on other platforms. White indeed entered into a partnership in 2021 to promote a strain of cannabis named for his popular Family Matters character, and the collaboration was widely reported.
- "Never did I ever think I would see Jaleel White in full Urkel gimmick promoting his new “Purple Urkel” marijuana line with Snoop Dogg. This is bonkers lol" | Facebook
- "Never did I ever think I would see Jaleel White in full Urkel gimmick promoting his new “Purple Urkel” marijuana line with Snoop Dogg. This is bonkers lol" | Facebook
- "Never did I ever think I would see Jaleel White in full Urkel gimmick promoting his new “Purple Urkel” marijuana line with Snoop Dogg. This is bonkers lol" | iFunny
- You know he smoked it...
- Purple Urkel | Leafly
- Actor Jaleel White and 710 Labs debut a new Purple Urkle
- Jaleel White Wants to Sell You ‘Purple Urkle’
- Jaleel White in full Urkel gimmick promoting his new “Purple Urkel” marijuana line with Snoop Dogg
- "As if things couldn’t get any wilder ..." | Twitter
- Jaleel White and Snoop Dogg