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.


Q: why are you launching a cannabis startup?

A: Opportunity often knocks at odd times.


In the days after Governor Cuomo signed the legalization of recreational cananbis into New York State law, my mind was racing with possibilities of how I could build a cannabis company that doesn't try to hoover up profits but instead behaves like a socially responsible company, combatting social inequialty by providing good jobs to the hardest working people in the State, & advocates for a progressive agenda at a lobbying/policy level.


As my mind raced off, on 03/31 & 04/01, I thought of a way to disrupt an entire industry that basically doesn't even exist yet; using open-source technology to kill the inefficient cannabis cultivators, eventually leaving the marketplace full of ONLY the most efficient, best-priced, and (hopefully) socially responsible cannabis companies. Thus, the CaaS model was born, which will anchor HOOG's operations at a technical level.

professional inspiration

Below are the three most important "influencers" in HOOG's creation and my personal branding as Founder.


Feel free to throw on my light-hearted Spotify playlist (embedded to the right) while scrolling.



I love how she hides her insane iq behind a pop-star apperance. I dismissed her as a "trashy" ditz early on her musical career, and boy did I feel like an asshat when I actually read about her.



I greatly admire¬†Dave Grohl¬†of Foo Fighters, Them Crooked Vultures,¬†and formerly Nirvana; he‚Äôs an immensely¬†talented musician¬†and¬†early¬†in his career¬†experienced profound tragedy.¬†While fighting depression, he went on to¬†solo-record a¬†15-song¬†demo tape¬†(playing every instrument and singing every vocal for¬†all¬†of them¬†except the guitar part of ‚ÄúX-Static‚ÄĚ) that, once formed,¬†would become the band‚Äôs first self-titled album.¬†


In addition to his incredible accomplishments, I also admire him for openly admitting his mistakes. Around 2009, in order to take care of a newborn, form the supergroup Them Crooked Vultures by night, and record Foo Fighters material by day, Grohl was drinking some 3 pots of coffee a day while sleeping 2-4 hours per night. Though his caffeine abuse did fuel some incredible accomplishments, it also landed him in the hospital after returning from a gig at the White House. I keep his story in mind every morning when I grind the beans for my morning cuppa joe. 

Nusret Gökçe


I hope to one day emulate Salt Bae's vibes; his guerilla marketing style infused with high-production value and, at times, absurdist execution/emotion makes for one hell of a personality.