That's not the Marley family's problem. If JAMN makes sales, but then they don't pay the license fee to the Marley family, then what is in it for them to keep JAMN going?
Rohan has his own farm and contacts; how hard would it be for him to make Marley Coffee with his private company and get back on retailers' shelves with no money going to JAMN. You know that they already sell coffee using the name, but from the private company, right?