Woodstock Ventures and its affiliate The Woodstock Cannabis Company, known collectively as Woodstock, have granted MedMen Enterprises the right to use the Woodstock brand on select cannabis products.

The deal will see MedMen manufacture and distribute Woodstock-branded products through MedMen stores and third-party retailers in Calif., Nev., Mass., Fla., Ill., and Ariz. In addition, MedMen products will have premium placement at future Woodstock music festivals and promotions.

 “The Woodstock festival marked the height of the 1960s counter-culture movement,” says Adam Bierman, chief executive officer and co-founder, MedMen. “As a brand, MedMen is all about pushing the boundaries and bringing about progressive change to make marijuana use part of the mainstream, so this partnership between MedMen and Woodstock makes perfect sense. It will help us reach a broad audience of consumers who are familiar with marijuana use, and ready to discover new products and ways to incorporate cannabis into their lives.”

Medical marijuana is legal in the states that are covered by the agreement.

“We’ve been looking for the right partner—one with our values and our quality standards. When we were introduced to MedMen, we knew that our search was over,” say Michael Lang and Joel Rosenman, co-producers, The 1969 Woodstock Festival and all Woodstock reunion festivals. “They are tireless innovators of new products who never lose sight of the number one focus for both of our companies–quality.”