Bob Marley

Bob Marley is seen during a 1981 show in Madrid, Spain. The late Jamaican singer will be the face of a U.S.-based marijuana brand, Marley Natural. (Gianni Ferrari/Getty Images)

A U.S. private equity firm has joined the family of late reggae star Bob Marley in hopes of building what it calls the "world's first global cannabis brand."

Seattle-based Privateer Holdings announced Tuesday it has reached a licensing deal with Marley's heirs to offer pot strains where regulations permit by late 2015. It also plans to sell weed-infused lotions and accessories.

But the move to create "Marley Natural" has stirred some grousing in Marley's Jamaican homeland, notably among those who share his Rastafarian faith.

Maxine Stowe of the Rastafari Millennium Council argues that Marley "was the least of the Wailers around the issue of ganja legalization." The Wailers group was founded by Marley, Peter Tosh and Bunny "Wailer" Livingston.

Others are irked that Marley Natural will based in New York.