Grow Director
GrowDirector Ltd. is an Israeli agtech company that builds modular wireless hardware controllers and AI-enabled software for automating irrigation, fertigation, climate, and lighting in commercial greenhouses, indoor farms, and hydroponic operations across North America, Europe, and Latin America.
- Company typePrivate
- Founded2016
- HeadquartersRishon Le Zion, Israel
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Grow Director does
GrowDirector Ltd. is an Israeli-headquartered provider of modular hardware and software automation systems for controlled environment agriculture (CEA). Founded in 2016 in Rishon Le Zion, the company targets commercial greenhouse operators, indoor farms, and hydroponic growers seeking to automate irrigation, fertigation, climate, and lighting controls. It sells primarily to mid-market and enterprise customers across North America, Europe, and Latin America, with a US sales office in Columbus, Ohio and four LATAM distribution partners added in 2026. The leadership team is co-founded by CEO Dima Chernobilsky and CTO Sergey Gandlin, with Noam Dekel serving as Chief Agronomist and Alexandra Makhankova leading marketing and GTM.
Its platform centers on the GrowDirector 4 PRO wireless modular architecture, which integrates controllers — HydroDirector, SocketDirector, DryContactDirector, DimmerDirector, and SensorDirector — with a sensor portfolio (pH, EC, temperature/humidity/VPD, CO2, LUX, PAR, soil moisture) and a mobile/web app. The system applies AI/ML for predictive optimization of nutrient dosing, environmental control, and disease prevention; an AI Agronomist feature adds voice- and image-based plant diagnosis, and AgriNotes provides free cultivation CRM. Bundled kits (HydroPro, HydroStarter, HydroBasic Plus) target use cases including cannabis, leafy greens, and hydroponic operations. Modular scalability supports up to 64,000 devices in series.
GrowDirector operates a hybrid revenue model combining quote-based hardware module sales (the dominant stream) with subscription-style software services, augmented by the freemium AgriNotes funnel. The go-to-market is sales-led — direct enterprise engagement, channel partner distribution, trade-show participation (Cultivate 25/26), and free agronomist consultations as a lead-conversion mechanism. Pricing is not publicly disclosed, suggesting project-based multi-year contracts. Approximately $4.25M in disclosed funding has been raised across 2019-2023, and no revenue has been disclosed.
Grow Director firmographics
Firmographics- Name
- Grow Director
- Legal name
- Grow Director Ltd.
- Website
- https://growdirector.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GrowDirector Ltd. is an Israeli agtech company that builds modular wireless hardware controllers and AI-enabled software for automating irrigation, fertigation, climate, and lighting in commercial greenhouses, indoor farms, and hydroponic operations across North America, Europe, and Latin America.
- Ownership category
- akta.pro rank
Grow Director industry classification
Industry- Product category
- Greenhouse Automation Software & IoT
- NAICS
- Food Crops Grown Under Cover (11141), Other Food Crops Grown Under Cover (111419)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- CEA Monitoring, Sensors & Automation Software (SCADA, IoT, Climate/Recipe Control) (AFAAAHAG)
- akta.pro secondary industries
- Irrigation, Fertigation & Nutrient Delivery Systems (Dosing, Injectors, Sensors) (AFAAAHAE), Environmental Control & Climate Systems (HVAC, CO₂, Ventilation, Dehumidification) (AFAAAHAB), Vertical Farming Systems & Racking (Indoor Farms, Multi-tier) (AFAAAHAI)
Keywords
Where Grow Director is headquartered
LocationHeadquarters
- HQ city
- Rishon Le Zion
- HQ country
- Israel
- HQ region
- Middle East
Offices1 record
Markets served
Grow Director business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Hardware Module Sales: Sale of modular automation controllers and sensors including HydroDirector, SensorDirector, SocketDirector, DryContactDirector, DimmerDirector, and associated kits (HydroPro, HydroStarter, HydroBasic Plus). Hardware includes 12-month warranty for modules and 6-month warranty for sensors.
- Software Subscriptions & Services: GrowDirector app provides remote monitoring and control with integrated AI features. AgriNotes CRM software offered as cultivation management tool. Professional agronomist consultation services included as part of customer acquisition and support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based hardware pricing - no public pricing available |
| Freemium | Monthly | AgriNotes - Free greenhouse management software |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Grow Director product offering
Product offeringCore offering
GrowDirector sells a modular wireless automation platform for Controlled Environment Agriculture (CEA) that integrates hardware controllers (HydroDirector, SensorDirector, SocketDirector, DryContactDirector, DimmerDirector) with AI-driven software (GrowDirector App, AI Agronomist, Greenhouse AI, AgriNotes CRM) to automate irrigation, fertigation, lighting, and climate control for commercial greenhouses, indoor farms, and hydroponic operations. Revenue is generated through one-time hardware and kit sales combined with recurring software subscriptions and free agronomist consulting services.
Product overview
GrowDirector is a modular greenhouse automation platform consisting of a core cultivation software suite and interconnected hardware modules. The platform centers on the GrowDirector App (mobile application for remote control) integrated with AI Agronomist (plant disease diagnosis) and Greenhouse AI (predictive optimization). Hardware modules include HydroDirector (nutrient/pH management), SensorDirector (environment monitoring), SocketDirector (electrical device control), DryContactDirector (high-power device control), and DimmerDirector (LED lighting control). Supporting sensors measure pH, EC, temperature, humidity, VPD, CO2, LUX, PAR, and soil moisture. Kits bundle multiple modules: HydroPro (Emily Kit) for complete automation, HydroStarter for entry-level hydroponics, and HydroBasic Plus for cannabis. The platform operates on wireless, plug-and-play architecture enabling growers to customize and scale automation around specific operational needs.
Differentiator
Problem solved
Functional benefit
Products and services
- GrowDirector App Mobile (iOS/Android) and desktop application providing complete greenhouse remote control and monitoring, scheduling lighting, managing irrigation, adjusting climate settings, with 24/7 data access from anywhere; the central command surface for the GrowDirector 4 PRO platform.
- AgriNotes CRM Software Free cloud-based crop management CRM that centralizes tasks, climate parameters, planting information, labor management, and crop profiles, and integrates with GrowDirector controllers for real-time data and historical trends.
- AI Agronomist AI-powered tool for professional growers that identifies plant diseases, pests, and nutrient deficiencies via image recognition and natural language processing, providing voice-activated expert crop advice and recommendations.
- Integrated AI / Greenhouse AI Virtual growing partner that constantly analyzes sensor data and optimizes greenhouse environment for maximum yield, providing real-time insights, proactive alerts, and automated adjustments for disease prevention and weather adaptation.
- HydroDirector Nutrient and pH management system for hydroponic automation with 3 built-in dosing pumps (200 ml/min), sensor ports for pH/EC/water temperature/DO/ORP, Wi-Fi connectivity, and integrated AI software for automated nutrient dosing and real-time analysis.
- Emily Kit (HydroPro) Complete greenhouse automation kit bundling HydroDirector, SocketDirector, SensorDirector, DryContactDirector, pH Sensor, EC Sensor, and Temperature & Humidity Sensor to enable full automation of low and high-voltage electrical devices.
- GrowDirector HydroStarter Entry-level nutrient monitoring kit for hydroponic growers including HydroDirector, pH Sensor, and EC Sensor for continuous measurement of pH, EC, and water temperature in nutrient solutions.
- HydroBasic Plus Kit Advanced hydroponics kit for cannabis farming with 2x HydroDirector units, pH/EC/water temperature sensors, and 6 automatic metering pumps for refined nutrient delivery.
- SocketDirector Smart grow controller with 2 individually controlled AC outlets and Wi-Fi connectivity for automating and controlling electrical appliances such as lights, fans, heaters, chillers, and air conditioners.
- DryContactDirector Remote control module with 4 dry contact relay channels (10A each), external relay voltage 0-250Vac/30Vdc, scalable up to 64,000 devices in series for high-power or low-voltage electrical devices.
- DimmerDirector LED grow light control system automating and controlling up to 200 individual or daisy-chained LEDs per module (scalable to 16,000 in series), controlling schedule and brightness for ideal lighting conditions.
- SensorDirector Environment controller that collects and logs real-time data from climate, soil, and water sensors for comprehensive crop-level environmental monitoring and precise control.
- Environment Kit (ClimateSense) Complete climate control solution in a waterproof industrial grade enclosure for managing HVAC systems, fans, heaters, and dehumidifiers to maintain a stable greenhouse environment.
- Soil Cultivation Kit (SoilControl) Soil management automation kit in a grey industrial grade waterproof enclosure for soil-based cultivation operations.
Quantifiable outcome
- NFT lettuce farm reduced labor cost to 46%
- +1 more outcomes
Companies that use Grow Director
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Grow Director technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature6 records
Grow Director partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- BARBIER ASOCIADOS SAScorePrimary distribution partner for GrowDirector's expansion into Latin America. Based in Colombia, handling distribution of GrowDirector 4 PRO platform for climate control, irrigation, fertigation, and environmental monitoring applications.
- VerdeaguacoreLocal distribution partner in Argentina for GrowDirector's modular greenhouse automation platform, serving climate control and irrigation automation markets.
- Crear HydroponiacoreLocal distribution partner in Argentina specializing in hydroponics, distributing GrowDirector automation solutions for fertigation and environmental monitoring.
- DesicocoreLocal distribution partner in Mexico for GrowDirector's wireless greenhouse automation platform, targeting climate control and irrigation applications.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Grow Director competitors and assessment
Company assessmentDirect peers
- TrolMaster.eu: TrolMaster offers multi-zone controllers for climate, CO2, humidity, and irrigation in CEA, with strong presence in the cannabis and hobbyist/small commercial segment. It overlaps with GrowDirector on the controller/SocketDirector-style device automation side, particularly in North American cannabis cultivation.
- Autogrow: Autogrow is a New Zealand-based provider of CEA automation hardware and cloud software for greenhouses and indoor farms, including fertigation and climate control. It targets a similar mid-market commercial grower profile as GrowDirector and competes head-to-head on plug-and-play modular controllers with software/AI differentiation.
- Argus Control Systems: Argus is a Canadian supplier of CEA control systems for environmental, irrigation, nutrient, and lighting management used by research institutions and commercial growers. It is highly comparable to GrowDirector's HydroDirector/SensorDirector modules and competes for similar commercial greenhouse accounts.
Broad incumbents
- Priva: Priva is the Dutch global leader in greenhouse process automation for climate, irrigation, and energy, serving large commercial greenhouses worldwide. It is the most entrenched incumbent against whom GrowDirector must compete on functionality, install base, and enterprise trust, though Priva focuses on the top of the market while GrowDirector targets more modular/mid-market deployments.
- Hoogendoorn Growth Management: Hoogendoorn is a Dutch provider of integrated climate, irrigation, and crop management automation for high-tech greenhouses. It is a direct comparable in CEA automation, with a stronger legacy install base but typically higher price points and complexity than GrowDirector's wireless modular offering.
- Ridder Group: Ridder is a Dutch greenhouse technology group offering climate screens, water treatment, and automation/drive systems used in commercial horticulture globally. Overlap with GrowDirector is strongest on the irrigation/fertigation and climate control modules, with Ridder serving larger enterprise greenhouse operators.
Emerging players
- Motorleaf: Motorleaf develops AI and predictive analytics software for greenhouse yield forecasting and automation, compatible with multiple hardware controllers. It is an indirect peer through GrowDirector's AI Agronomist and Greenhouse AI features, but operates more as a software/data layer than a hardware manufacturer.
- Tule Technologies: Tule Technologies offers irrigation and crop water-stress analytics for specialty crops, including the Tule Station and Decision Support System. It is comparable to GrowDirector's irrigation/fertigation and AI agronomy modules for high-value specialty crop growers, though more narrowly focused on water/stress analytics.
- iUNU: iUNU provides computer-vision-based crop monitoring and analytics for greenhouses and indoor farms, anchored by its LUNA AI platform. It overlaps with GrowDirector's AI Agronomist vision/diagnosis capability and broader AI Greenhouse positioning, addressing commercial CEA operators seeking predictive insights.
- 30MHz: 30MHz is a Dutch provider of wireless environmental sensors and a data analytics platform for horticulture and CEA. It competes with GrowDirector's SensorDirector and integrated AI/dashboard offering, but focuses primarily on the sensing/analytics layer rather than full hardware automation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Grow Director social profiles
Digital presenceGrow Director compliance and trust
Trust signalCompliance4 records
Grow Director financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grow Director leadership team
Management profileNumber of profiles
Profiles6 records
Grow Director funding detail
Funding detailFunding overview
Funding rounds4 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grow Director M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Grow Director
What does Grow Director do?
GrowDirector sells a modular wireless automation platform for Controlled Environment Agriculture (CEA) that integrates hardware controllers (HydroDirector, SensorDirector, SocketDirector, DryContactDirector, DimmerDirector) with AI-driven software (GrowDirector App, AI Agronomist, Greenhouse AI, AgriNotes CRM) to automate irrigation, fertigation, lighting, and climate control for commercial greenhouses, indoor farms, and hydroponic operations. Revenue is generated through one-time hardware and kit sales combined with recurring software subscriptions and free agronomist consulting services.
Is Grow Director a public or private company?
Grow Director is a private company. It is classified as unknown and is currently operating.
When was Grow Director founded?
Grow Director was founded in 2016. It employs 11 to 50 people.
Where is Grow Director based?
Grow Director is headquartered in Rishon Le Zion, Israel, in the Middle East region.
How does Grow Director make money?
Two revenue lines are on record. Hardware Module Sales are the primary driver. The others are software Subscriptions & Services.
Who are Grow Director's main competitors?
Direct peers on record are TrolMaster.eu, Autogrow and Argus Control Systems. Broad incumbents are Priva, Hoogendoorn Growth Management and Ridder Group. Emerging players are Motorleaf, Tule Technologies, iUNU and 30MHz.
Does Grow Director have an API?
No public API is recorded for Grow Director.
What industry is Grow Director in?
Grow Director's product category is Greenhouse Automation Software & IoT. Its primary akta.pro industry code is AFAAAHAG, CEA Monitoring, Sensors & Automation Software (SCADA, IoT, Climate/Recipe Control), with a secondary code of AFAAAHAE, Irrigation, Fertigation & Nutrient Delivery Systems (Dosing, Injectors, Sensors). Its NAICS code is 11141 and its SIC code is 3523.