a socially responsible tech start-up & plant nursery, currently building a suite of open-source software tools & services to provide semi-automated high-efficiency cultivation technology + other resources to cultivators of all types/sizes.


About Us





It stands for High Octane OG - a cannabis strain


It also means "high" in Dutch, as in "steep" or "tall" ;)


HOOG™ is more than just an acronym, it’s a start-up tech firm & specialty nursery.


HOOG™ aims to become THE premier cannabis brand in Westchester, NY and one of the first business locations in New York State to become licensed to grow, sell, and import premium cannabis. BUT it will take 2+ years to get a license to conduct legal cannabis cultivation and sales, so in the meantime, HOOG™ will perfect semi-automated growing techniques on tomatoes (and other teost crops) while building out an open-source software standard, CaaS, that documents how that cultivation process works and how it can be easily repeated and scaled for new and existing businesses alike.





HOOG™ is, and always will be, a minority-owned business.



Visit our corporate mission page here.

Founder'S profile


Professional software engineer, start-up entrepreneur




Also an amateur garndener, photographer, woodworker, and indie game dev.


Professional & personal portfolio available here.




Read about Deniz's motivations for starting HOOG™ here.



At 29 years old, Deniz is a 7-year career sofware engineer, experienced in multiple key fields & disciplines ranging from start-up to government service and more:


FinTech, Software Engineer II | Jan 2019 - present



Pinacom Inc. DBA “Happy Code Club”, Co-Director | 2 years



Lockheed Martin, Software Engineer | ~1.25 years



NaviNet, Inc., Software Engineer Co-op | 8 months

Q: Aren't you being a BIT ambitious, ARROGANT, even egotistical?


A: Pretty much, yep. HOOG™ is currently being fueled primarily by egotistical ambition that I'm trying to anchor around a pragmatic technical approach to disrupting a recreational cannabis industry which has yet to even exist (ok, barely, there's some medical cannabis infrastructure in NYS).


Hopefully one day soon it will be fueled by actual vc capital, too.


Q: is this your real personality?


I've relied on yoga, mental health practices (like mindfullness meditation), my dog @wrango_tripod and this Spotify playlist (embedded to the right) to stay grounded and take this startup one day at a time (while still shooting for the moon and dreaming big, yes). This "flashy" arrogant presentation of myself is a genuine part of me, yes, but certainly isn't the whole picture.

Deep dive - Founder'S philosophy

Grassroots & Community Oriented


I'm acutely aware of the "social reservations" one might have around the idea of a cannabis cultivation center in the middle of Mount Kisco (or a comparable location in Westchester County), to say nothing of the legal considerations such as "Green Zoning" or localized bans of recreational sales (that's covered in our Risk Factor analysis, available here).


I'm a Westchester local - I was raised in Cross River (South Salem) and have lived in Armonk & North White Plains during my professional adult career. My philosophy on this begins with my background in childhood development, which stems back far beyond Happy Code Club, even beyond my years of summer camp counselorship as a teen.


For my entire life I've absorbed knowledge & wisdom from arguably THE MOST experienced couple in the tristate area - my father, a world-renowned pediatric oncologist & my mother, an early childhood specialis & career childhood development expert.


Thus, I come from this type of a background, when I say:

The best way to keep underage youth (under 21) from using & abusing recreational cannabis is to put it out in the open.

How does one put it out in the open?


Using grassroots methods combined with modern social engagement techniques, encouraging our local community to have open, honest conversations with their kids about "pot", just like they might with alcohol and cigarrettes, is one of the chief missions of NOOG, our (Pre-Application Status) 501c3 charitble organization. Providing anyone who visits our location the pamphlets and tools to educate their loved ones will be our pleasure as a business and pillar of the community.


Banning it or hiding businesses on the outskirts of town, or in run-down mall complexes, just tacitly encourages the local community to shun cannabis, keep quiet about it. We all know what that type of a community response can lead to with other substances, such as alcohol - kids find a way to discover the substance, use it, and abuse it recklessly.



Would a community want to risk shunning recreational cannabis?


What are the benefits, really, of localized bans? Or the benefits of sequestering certain locations?


Not many that we see. How about you?


Join the discussion on any social platform!

If you believe in our vision & philosophy, please consider