TomGrow is starting by testing its product on ornamental plants in Israeli offices, hotels, hospitals and malls. It will expand to Europe in 2023, working with decorative plants and with those bearing fruits and vegetables.

“It’s not farm-to-table but customer-to-mouth,” Brakin quips. “Our aim is to have 50% more indoor plants in offices, hotels and public spaces. The future of agriculture is indoors.”

Indoor plants can also improve air quality in a home or office. NASA’s Clean Air Study already demonstrated 30 years ago how houseplants can clear the air of chemical pollutants.

“We can grow anything – spices, tomatoes, cucumbers, fruit,” Brakin points out. “(The “tom” in TomGrow stands for tomatoes.)

“But we’re a small company, so when you find what is the most complete first product, you do that. This is a new platform that helps you grow plants independently. You don’t need to do anything. There are no protocols, no pipes or irrigation. You just put it in and magic happens.”

One-stop shop

TomGrow’s first product, Selfgrow, is a complete kit containing the planter with the plants, the cubes and sensors. “You can just take it to your office and put it there. We’re a simple, one-stop shop,” Brakin says.

Another advantage: Because there’s no soil to overwater, there’s no danger of leakage. You can put a Selfgrow-powered planter on any surface, even on an expensive carpet.

And whereas soil is also opaque, the cubes allow you to see if your seedlings have sprouted roots or if the soil has fungi or bacteria that could cause problems.

When TomGrow gets to nurturing food and not just ornamental plants indoors, it will have some Israeli startup competition such as AgwaFarm and

Brakin expects that in 2023 TomGrow will expand into the home market and not just offices and airports. That’s where the company might have the most impact, as it helps keeps marriages alive even when certain spouses have a decidedly less-than-green thumb.

For more information on how TomGrow can help save your marriage, click here