Sir Richard Branson has always been one of the most outspoken cannabis supporters to ever occupy a c-suite, and he took things to a new level at a New Zealand charity event over the weekend.

“We’ve done a lot of studies on the War on Drugs and it’s been an abject failure, and what is absolutely clear to us is that drugs should be decriminalized and people who have drug problems should be helped,” Sir Richard told the crowd at the $1,000-a-ticket gala, according to NewsHub, predicting cannabis would be as accepted globally as wine within the next 10 years. “You should legalize it, grow it, tax it, regulate it.”

He took his comments further, offering specific advice to New Zealand farmers: trade beef for weed.

“I think that would be wonderful because obviously the amount of dairy cows that New Zealand has is damaging the rivers, if you could put some of that land over into growing cannabis it would be just as profitable, if not more profitable.”

Branson becomes the latest “Sir” to offer a positive marijuana take in recent weeks, joining Patrick Stewart, who described his life-changing daily marijuana use while showing support for Oxford University’s new initiative to explore the benefits of cannabis-based medicine.

Branson wasn’t at the glitzy event to talk solely about cannabis. He also called Donald Trump an “embarrassment” and “the one business person I know who is certainly not the right person to be running a great country like America.”

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