'Strain Hunter' Franco Loja Dead at 42

Franco Loja, who died Monday January 2 at the age of 42, was that new breed of marijuana celebrity who was famed for his cannabis activism, rather than as a famous person who happened to smoke weed.

Loja, along with business partner Arjan Roskam, ran the highly regarded, Amsterdam-based Green House Seed Co.

Italian-born Loja was perhaps better known as a driving force and face of the "Strain Hunters" series of international marijuana travel documentaries.

From the "Strain Hunters" site:

“Cannabis is my passion, my bread, my home. I feel it is my duty to make sure this amazing plant is preserved and enjoyed. I am a smoker, a grower, a breeder, and a strain hunter. For life.”
Franco, the Strain Hunter
May 20th 1974 – January 2nd 2017

No cause of death has been released.