Plug'n'Grow
Plug'n'Grow is an Egypt-based agtech company that designs, builds, and operates soilless hydroponic and aquaponic production systems, selling GrowCell hardware, GrowSerum nutrients, and GroWizard farm management software to commercial growers across the MEA region and home/consumer growers online.
- Company typePrivate
- Founded2019
- HeadquartersCairo, Egypt
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Plug'n'Grow does
Plug'n'Grow is an Egypt-based agricultural technology company founded in 2019 that designs, builds, and operates soilless production systems, specializing in hydroponics and aquaponics. Its core technology stack spans four soilless modalities — Deep-Water Culture, Nutrient Film Technique (NFT), Substrate systems, and Aeroponics — packaged as the GrowCell fiberglass unit (1.5m x 1.5m footprint, 43-cup hexagonal lid) for residential/kitchen use and scaled into commercial production facilities that the company claims deliver up to 114 kg/m².year and production costs as low as USD 0.5/kg. The proprietary portfolio extends to GrowSerum liquid nutrient formulations (Nourished Greens at 1:200 and 1:500 dilution; Flourishing Fruits at 1:100) sold through its e-commerce storefront, and to GroWizard, a cloud-based farm management software available on monthly or annual subscriptions.
Plug'n'Grow serves a dual customer base: commercial growers and investors seeking turnkey facility design, construction, and operational support for soilless vegetable, fruit, and fish production; and home/consumer growers purchasing GrowCell home kits, seeds, and nutrient solutions via shop.plugngrow.me. The company also maintains research collaborations with 13+ academic institutes including RWTH Aachen, Politecnico di Milano, Athens University, University of Bari, Alexandria University, and Egypt's Central Lab for Agricultural Climate, and operates through a network of 200+ consultants.
Revenue is generated across four streams: (i) hardware sales of GrowCell systems, GrowSerum bundles (1m³/2m³/3m³ farm sizes), seeds, and startup kits; (ii) professional services for facility design, farm design, construction consultancy, and construction management; (iii) managed and recurring services including training, GroWizard subscriptions, maintenance (annual or on-demand), supply chain coordination, and usage-based technical support packages of 50 and 100 hours; and (iv) complementary paid services such as assessment visits and research trials. Go-to-market is hybrid: an enterprise field-sales motion for commercial facility projects in the MEA region and a sales-led direct-to-consumer motion through its e-commerce platform, supported by preferred-partner status with UNIDO and GIZ for donor-funded projects.
Plug'n'Grow firmographics
Firmographics- Name
- Plug'n'Grow
- Legal name
- Plug'n'Grow
- Website
- https://plugngrow.me
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plug'n'Grow is an Egypt-based agtech company that designs, builds, and operates soilless hydroponic and aquaponic production systems, selling GrowCell hardware, GrowSerum nutrients, and GroWizard farm management software to commercial growers across the MEA region and home/consumer growers online.
- Ownership category
- akta.pro rank
Plug'n'Grow industry classification
Industry- Product category
- Hydroponic / Controlled-Environment Agriculture Systems
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Food Crops Grown Under Cover (11141)
- SIC
- Farm Machinery & Equipment (3523), Agricultural Services (700)
- akta.pro primary industry
- Hydroponic & Aeroponic Growing Systems (NFT, DWC, Ebb/Flow, Misting) (AFAAAHAD)
- akta.pro secondary industry
- Hydroponic & Soilless Greenhouse Production (NFT, DWC, Substrate Grow Bags) (AFAGAHAI)
Keywords
Where Plug'n'Grow is headquartered
LocationHeadquarters
- HQ city
- Cairo
- HQ country
- Egypt
- HQ region
- Africa
Offices2 records
Markets served
Plug'n'Grow business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Products - GrowCell Systems: Sale of GrowCell home/kitchen garden systems and commercial-scale hydroponic units, including startup kits with accessories (air pump, air stone, pipes, warranty card).
- Products - GrowSerum Nutrient Solutions: Sale of concentrated liquid fertilizers for hydroponics - Nourished Greens (1:200, 1:500) and Flourishing Fruits (1:100) in various sizes for both consumers and commercial farms (1m³, 2m³, 3m³ bundles).
- Products - Seeds: Sale of seeds including Microgreens Kit (Rocket seeds), Winter Crops seeds, Summer Crops seeds for hydroponic growing.
- Design & Construction Services: Facility design, farm design, construction consultancy, construction management, and facility construction services for commercial-scale soilless production facilities.
- Operational Services: Training and coaching, GroWizard software (monthly/annual subscription), maintenance services (annual/on-demand), technical support packages (50hr, 100hr), operational planning, supply chain coordination.
- Complementary Services: Assessment visits (first free, 50% off second), research and trials for special product ranges, providing experiments and simulations for optimal technology recommendations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | GroWizard cloud-based farm management software |
| Usage-based | Pay-as-you-go | Technical Support packages |
| Hybrid | Pay-as-you-go | Assessment Visits |
| Subscription | Annual | Maintenance Services |
| Subscription | Annual | Supply Chain Services |
| Unit Pricing | Pay-as-you-go | GrowSerum for Farms - 1 cubic meter |
| Unit Pricing | Pay-as-you-go | GrowSerum for Farms - 2 cubic meters |
| Unit Pricing | Pay-as-you-go | GrowSerum for Farms - 3 cubic meters |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Plug'n'Grow product offering
Product offeringCore offering
Plug'n'Grow designs, manufactures, and operates soilless farming systems, including the proprietary GrowCell hydroponic hardware, GrowSerum nutrient solutions, GroWizard cloud farm-management software, and a portfolio of seeds. It sells both turnkey commercial farms (design, construction, agronomy, training, technical support) and consumer home-grow kits, supporting hydroponic and aquaponic cultivation across multiple system types (DWC, NFT, Substrate, Aeroponics).
Product overview
Plug'n'Grow offers a portfolio of interconnected hydroponic products and commercial-scale services. The core consumer products include the GrowCell System (a compact home hydroponic unit for growing leafy greens, herbs, and fruit crops) and GrowSerum nutrient solutions (available in Nourished Greens and Flourishing Fruits formulas for both consumer and farm-scale use). Commercial offerings center on the GroWizard cloud-based farm management software platform. The company provides comprehensive services spanning facility design, construction, training, operational planning, and technical support for commercial-scale hydroponic operations. Soilless production techniques supported include Deep-Water-Culture Systems, NFT, Substrate, and Aeroponics. The business model combines hardware products (GrowCell, GrowSerum), software (GroWizard), and professional services (design, construction, training, maintenance) to serve both home growers and commercial agricultural operations.
Differentiator
Problem solved
Functional benefit
Brands
- GrowCell System: A kitchen garden hydroponic system made of fiberglass, measuring 1.5m x 1.5m x 35cm with a hexagonal lid containing 43 cups. Designed for home use to grow leafy greens, herbs, and fruit crops year-round.
- GrowSerum
Products and services
- GrowCell System (commercial) Modular hydroponic / aquaponic grow system sold to commercial farm operators, typically bundled with facility design, installation, training, and ongoing agronomy. Offered in 1m³, 2m³, and 3m³ farm configurations for climate-resilient soilless production.
- GrowCell System (home) Compact hydroponic grow system designed for home growers and hobbyists, sold as a plug-and-play unit through the company storefront.
- GrowSerum Nourished Greens Proprietary nutrient solution formulated for hydroponic cultivation of leafy greens, sold as a consumable for both commercial and home GrowCell users.
- GrowSerum Flourishing Fruits Proprietary nutrient solution formulated for hydroponic cultivation of fruiting crops, sold as a consumable for GrowCell users.
- GrowSerum for Farms Bulk proprietary nutrient solution variant sold to commercial farm operators for ongoing replenishment of Plug'n'Grow hydroponic farms.
- GroWizard Cloud-based farm management software that provides remote real-time monitoring and control of Plug'n'Grow hydroponic farms on a subscription basis.
- Seeds Collection Curated seed varieties suitable for hydroponic cultivation, sold to home growers and commercial customers alongside GrowCell systems.
- Microgreens Kit Consumer-ready microgreens growing kit sold to home growers through Plug'n'Grow's online storefront.
- GrowCell Startup Kit Entry-level GrowCell starter kit for first-time home hydroponic growers, sold through Plug'n'Grow's storefront.
- Facility Design and Construction End-to-end facility design and construction service for commercial hydroponic and aquaponic farms, delivered by Plug'n'Grow's engineering and operations teams.
- Training and Coaching Training and coaching program that prepares customer staff to operate and manage Plug'n'Grow hydroponic farms.
- Technical Support Ongoing technical support service sold in packaged hour blocks to commercial clients running Plug'n'Grow farms.
- Maintenance Scheduled and on-demand maintenance service for installed Plug'n'Grow hydroponic systems.
- Operational Planning Operational planning service that helps clients design crop cycles, throughput targets, and day-to-day farm operations for Plug'n'Grow hydroponic deployments.
- Supply Chain Coordination Supply chain coordination service that helps commercial clients manage inputs, consumables, and offtake logistics for their hydroponic farms.
- Assessment Visits On-site assessment service where Plug'n'Grow evaluates prospective client sites for commercial hydroponic deployment.
- Research and Trials Applied research and trial service through which Plug'n'Grow collaborates with universities, NGOs, and partners on soilless agriculture studies and pilots.
Quantifiable outcome
- Production capacity of 114 kg/m².year - at least 2 to 3x the productivity of average soilless systems
- +3 more outcomes
Companies that use Plug'n'Grow
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Plug'n'Grow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Plug'n'Grow partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Politecnico di Milano (POLIMI)coreAcademic research partner for soilless agriculture technology development. One of the key academic institutions in Plug'n'Grow's network of 13+ research collaboration partners.
- RenilecorePartner featured in the 'Get to know our Partners' section of the Plug'n'Grow website.
- TomatikicorePartner featured in the 'Get to know our Partners' section of the Plug'n'Grow website.
- Alexandria UniversitycoreAcademic research partner in Egypt for soilless agriculture research and development collaboration.
- UNIDO (United Nations Industrial Development Organization)coreInternational organization partner focused on agriculture sector development. Plug'n'Grow is described as a preferred partner for UNIDO in the MEA region for soilless agriculture projects.
- CLAC (Central Lab for Agricultural Climate)coreEgyptian research organization collaborating on agricultural climate research and soilless farming technology development.
- FEEM (Fondazione Eni Enrico Mattei)minorItalian research foundation featured as a partner, contributing to research network in sustainable development and agriculture.
- RWTH Aachen UniversitycoreGerman technical university research partner for soilless agriculture technology research and development, part of the 13+ academic institute collaboration network.
- University of BaricoreItalian university research partner in the academic collaboration network for agriculture technology development.
- Athens University of Economics and BusinesscoreGreek academic partner in the research collaboration network, contributing to the development of soilless agriculture solutions.
- GIZ (Deutsche Gesellschaft für Internationale Zusammenarbeit)coreGerman development agency partner focused on agriculture sector development. Plug'n'Grow is a preferred partner for GIZ in the MEA region.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Plug'n'Grow competitors and assessment
Company assessmentDirect peers
- Gotham Greens: US-based hydroponic greenhouse operator producing leafy greens and herbs at commercial scale. Direct peer using NFT/DWC techniques for year-round production with strong retail and foodservice distribution.
- Pure Harvest Smart Farms: UAE-based controlled-environment agriculture operator building commercial-scale hydroponic greenhouses in the MEA region. Direct regional competitor targeting the same yield-driven, year-round vegetable production thesis with similar climate and food-security drivers.
- Badia Farms: Dubai-based commercial hydroponic farm producing leafy greens and microgreens year-round. Closest like-for-like MEA-headquartered counterpart using protected growing environments to serve regional premium retail and foodservice demand.
- AeroFarms: US-based commercial aeroponics and hydroponics operator with deep R&D in controlled-environment agriculture. Direct global peer using substrate and misting techniques overlapping Plug'n'Grow's aeroponics/substrate stack, at much larger capital scale.
- Plenty: US-based vertical farming company building large-scale indoor farms for leafy greens. Direct global peer in commercial hydroponic production technology, funded with hundreds of millions in venture capital and applying similar yield-engineering thesis.
- Infarm: Germany-headquartered modular hydroponic farming operator with global retail deployments. Direct peer in soilless food production with comparable targets (premium leafy greens, year-round supply) and overlapping DWC/NFT technology base.
- Bowery Farming: US-based indoor vertical farming operator using hydroponics to produce leafy greens and herbs at commercial scale. Direct peer in technology stack and customer use cases (fresh produce retail/foodservice) with substantially larger funding base.
- Sundrop Farms: Australia-based hydroponic tomato and produce grower operating large greenhouse facilities in arid climates. Direct peer showing the viability of hydroponics in water-scarce, high-temperature regions analogous to Egypt and MEA.
Emerging players
- Triton Foodworks: India-based hydroponic farm operator and technology provider targeting emerging Asia and MEA-style markets. Emerging peer with partial overlap in controlled-environment produce, climate-tailored system design, and commercial vertical-farm execution.
Broad incumbents
- Netafim: Israel-headquartered global leader in drip irrigation and precision agriculture solutions. Adjacent incumbent with overlapping soilless/water-efficient farming technology targeting similar developing-market commercial growers in MEA and beyond.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Plug'n'Grow social profiles
Digital presencePlug'n'Grow financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plug'n'Grow leadership team
Management profileNumber of profiles
Profiles1 record
Plug'n'Grow funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plug'n'Grow 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 Plug'n'Grow
What does Plug'n'Grow do?
Plug'n'Grow designs, manufactures, and operates soilless farming systems, including the proprietary GrowCell hydroponic hardware, GrowSerum nutrient solutions, GroWizard cloud farm-management software, and a portfolio of seeds. It sells both turnkey commercial farms (design, construction, agronomy, training, technical support) and consumer home-grow kits, supporting hydroponic and aquaponic cultivation across multiple system types (DWC, NFT, Substrate, Aeroponics).
Is Plug'n'Grow a public or private company?
Plug'n'Grow is a private company. It is classified as venture growth investor backed and is currently operating.
When was Plug'n'Grow founded?
Plug'n'Grow was founded in 2019. It employs 11 to 50 people.
Where is Plug'n'Grow based?
Plug'n'Grow is headquartered in Cairo, Egypt, in the Africa region.
How does Plug'n'Grow make money?
Six revenue lines are on record. Products - GrowCell Systems are the primary driver. The others are products - GrowSerum Nutrient Solutions, products - Seeds, design & Construction Services, operational Services and complementary Services.
Who are Plug'n'Grow's main competitors?
Direct peers on record are Gotham Greens, Pure Harvest Smart Farms, Badia Farms, AeroFarms, Plenty, Infarm, Bowery Farming and Sundrop Farms. Triton Foodworks is listed as an emerging player. Netafim is listed as a broad incumbent.
Does Plug'n'Grow have an API?
No public API is recorded for Plug'n'Grow.
What industry is Plug'n'Grow in?
Plug'n'Grow's product category is Hydroponic / Controlled-Environment Agriculture Systems. Its primary akta.pro industry code is AFAAAHAD, Hydroponic & Aeroponic Growing Systems (NFT, DWC, Ebb/Flow, Misting), with a secondary code of AFAGAHAI, Hydroponic & Soilless Greenhouse Production (NFT, DWC, Substrate Grow Bags). Its NAICS code is 333111 and its SIC code is 3523.