Mike Straumietis, the CEO of Advanced Nutrients — which bills itself as the no. 1-selling cannabis fertilizer brand in the world — is the brains behind a new cannabis business competition series, set to premiere later this month. 

Sixteen cannabis entrepreneurs will compete for a $1 million prize and the chance to partner with Advanced Nutrients, which currently sells its products in 107 countries. The show will be based around a series of challenges that test the entrepreneurs business savvy, character and stamina, according to a press release. 

The show premieres on August 15 and will be available on Amazon Prime, Pluto TV, Apple TV and more. 

It’s not the first foray into entertainment for Straumietis, who had advisory roles on Weeds, CSI and the Seth Rogen comedy Pineapple Express. 

There’s no word yet if any proceeds from the show will be directed towards organizations like The Last Prisoner Project, which is dedicated to restorative justice for the more than 40,000 U.S. inmates currently incarcerated on cannabis charges.