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An Interview with Idan Avitan, Founder and CEO of Growee Smart Hydroponics

Admin • 26 May, 2025

In this episode, we sit down with Idan Avitan to explore the origins of Growee, their automation tools for nutrient dosing and pH balancing, and how they’re empowering small-scale hydroponic growers. Idan shares his journey from robotics engineering to agtech entrepreneurship, offering insights for home cultivators looking to simplify their setups, boost success rates, and embrace the future of indoor gardening.

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Introduction

In this episode of the Growers MBA podcast, host James Ruhle interviews Idan Avitan, founder of Growee, a company focused on automating nutrient dosing and pH balancing for small scale cultivators. Idan shares his journey from robotics engineering to the world of hydroponics, explaining how Growee aims to support hobbyists and small growers with innovative technology.

The conversation covers Growee's product offerings, competitive advantages, customer support, and the evolving landscape of indoor cultivation. Idan also provides valuable advice for new growers looking to succeed in their first attempts at cultivation.

Idan Avitan

Founder and CEO

00:00

Introduction to Growee and Idan Avitan

James welcomes Idan Avitan, founder of Growee, who shares his unique transition from robotics engineering to hydroponics, and how a side project sparked his journey into the industry.

01:51

Understanding Growee's Mission and Products

Idan explains Growee's core mission: providing small-scale and hobbyist growers with accessible automation tools for hydroponic systems, focusing on nutrient dosing and water chemistry management.

05:07

Exploring Growee's Product Line

An in-depth look at Growee’s modular product ecosystem including the HydroMaster controller, pH balancer, and nutrient dosers, with a focus on ease of use, expandability, and plant safety.

08:39

Integration and Scalability of Growee's Solutions

Discussion on how Growee's systems can scale from hobby grows to mid-sized commercial operations, and considerations for integrating Growee with existing systems like batch tanks and RDWC setups.

12:08

Competitive Landscape and Unique Selling Points

Idan outlines what sets Growee apart from competitors—affordable pricing, user-friendly setup, app-based automation, and a highly personal, customer-focused approach.

15:41

Warranty, Training, and Customer Support

Details on Growee's in-house manufacturing, their 3-year warranty, 45-day return policy, and commitment to direct customer support with thorough testing and personalized service.

18:07

Industry Evolution and Trends in Hydroponics

Insights into the hydroponics space becoming more professionalized and aesthetic, with hobbyists investing in high-quality setups and benefiting from greater access to knowledge and technology.

24:14

Advice for New Growers

Practical tips from Idan: keep your first grow simple to ensure success, build confidence, and enjoy the learning process before optimizing for yield or quality.

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