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Hello from day one of Disrupt. I just hopped out of watching Battlefield companies pitch — more on them below! — to write this for you. Disrupt is looking smooth, impressive and very TechCrunch so far.

I know it’s cliche, but I’m incredibly proud of what the TechCrunch crew managed for this year’s Main Event. A big hug to the TechCrunch events team, the sales team, the tech crew, editors and everyone else that makes this publication work but that you don’t see.

Now, the news! — Alex

The TechCrunch Top 3

Startups/VC

Let’s start with a host of Battlefield companies, coming straight from pitching at Disrupt earlier today:

And then there was everything else:

Seth Rogen explains how Houseplant promotes cannabis without breaking the rules

Many celebrities have turned their personal interests into thriving commercial concerns: Ryan Reynolds owns Aviation Gin, Jessica Alba founded nontoxic goods startup The Honest Company, and George Clooney will earn as much as $1 billion for selling his tequila company.

This year, actor Seth Rogen co-founded Houseplant, which sells pottery, cannabis and related accessories.

“We’ve sold house goods in all 50 states at this point,” Rogen explained. “That’s us, developing a relationship and trust with customers in places where weed is not legal yet.”

In a conversation with Managing Editor Matt Burns at TechCrunch Disrupt, Rogen, CEO Mike Mohr and chief commercial officer Haneen Davies discussed some of the challenges of brand-building within the confines of a strict regulatory environment.

“I think the merger of House and Plant is what’s going to help us establish a brand name that goes beyond the limiting restrictions you have to abide by to communicate cannabis,” said Davies.

Seth Rogen explains how Houseplant promotes cannabis without breaking the rules

(Extra Crunch is our membership program, which helps founders and startup teams get ahead. You can sign up here.)

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TechCrunch Experts: Growth Marketing

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