Artwork for podcast Vertical Farming Podcast: CEOs & Founders in AgTech and CEA
S6E69: The Intersection of Emerging Technology In Agriculture & Energy with GrowFlux’s Eric Eisele
Episode 69 • 14th October 2022 • Vertical Farming Podcast: CEOs & Founders in AgTech and CEA • iGrowNews
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Episode Summary

Eric Eisele is an entrepreneur, environmentalist and CEO of Growflux, a horticultural tech company offering automation and cloud technologies aimed at resource efficiency and yield expansion for indoor farms, and greenhouses. Today, Harry speaks to Eric about Eric’s Philly roots and his rich experience in design and architecture, wireless engineering and renewable energy. Eric expounds on circadian lighting, providing controls for lighting and his passion for fostering resource efficiency and environmental stewardship in agriculture.

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Key Takeaways

07:13 – Harry welcomes to the show, Eric Eisele, who talks about his Philly roots, building lasers and computers at a young age, and the mentors who have been inspirations to Eric

13:07 – An intense interest in photonics

15:46 – Working with KieranTimberlake

19:47 – From high-performing architecture to vertical farming

23:44 – Circadian lighting, horticulture and GLASE Consortium

27:20 – Mesh lighting and the hospitality industry

35:13 – Providing controls for lighting as opposed to manufacturing lighting

38:37 – How Eric has grown and evolved as a leader and CEO

41:09 – Future trends and innovations Eric expects in the controls and lighting segment of vertical farming

43:51 – A tough question Eric has had to ask himself recently

45:09 – The importance of maintaining and fostering relationships

49:36 – A specific ask Eric has for the audience

51:50 – Harry thanks Eric for joining the show and lets listeners know where they can connect with him and learn more about Growflux

Tweetable Quotes

“One of the most fascinating things to me about that trajectory - moving from architecture of high-performing buildings to this space - is I’ve been able to see how this industry is maturing and borrowing practices and concepts from the commercial building space.” (20:35) (Eric)

“At GrowFlux, we haven’t been doing a lot of sensor work commercially lately. Internally we use a lot of sensors. We do a lot of sensing with our own technology. We’ve seen how a building envelope can drive thermogradients within a cultivation space; we’re very familiar with that. And it’s something that there’s really not enough people that are looking at it and accounting for it in the design process.” (23:12) (Eric)

“We’ve always known that light is a very significant driver for our own biological clocks. But in 2008, researchers discovered some cells inside the eye that are called Intrinsically photosensitive retinal ganglion cells (ipRGCs). What these cells do is they don’t create images, they detect light. And they detect specific wavelengths of light that are centered on blue. And what that does is it triggers a hormonal response that regulates the release of serotonin and melatonin that ultimately determine our biological clock throughout the day.” (25:22) (Eric)

“What we’re doing is we’re supporting a lot of these initiatives by providing very robust API- addressable controls down to every light.” (34:49) (Eric)

“For me, who I look to for inspiration is really other founders because it is a really unique circumstance when your passion project for many years is your livelihood and is your entire existence really.” (40:10) (Eric)

“Ultimately, this industry has so much growth ahead of it. And, I really feel, in the coming years and decades, that we are going to have to hyperscale and we have to learn from other industries.” (50:40) (Eric)

Resources Mentioned

Eric’s Linkedin – https://www.linkedin.com/in/ericeisele

Growflux – https://growflux.com/

Growflux LinkedIn – https://www.linkedin.com/company/growflux/

KieranTimberlake – https://kierantimberlake.com/

Sponsor Info

Cultivatd’s Website – https://cultivatd.com/

Cultivatd’s Instagram – https://www.instagram.com/cultivatdco/

Cultivatd’s Twitter – https://twitter.com/cultivatd

Cultivatd’s Facebook – https://www.facebook.com/cultivatd/

Netled - https://netled.fi/

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Mentioned in this episode:

2025 Precision Ag Report by iGrowNews

2025 Precision Ag Report

2025 Precision Ag Report by iGrowNews

2025 Precision Ag Report

Transcripts

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or click the link in the show notes. I would say, you know, one of

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the really interesting things I've learned over, over the last couple of years in this

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Welcome to the Vertical Farming Podcast, weekly conversations

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with fascinating CEOs, founders, and agtech

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visionaries. Join us every week as we dive deep into the

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world of vertical farming. With your host, Harry Duran.

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Vertical Farming Podcast, Season 6. Welcome back. If this is your first time

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listening, we always roll out the green carpet for any new listeners.

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Thank you for finding this show. If you found it through a

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recommendation, if you found it through a search, I'm always fascinated to

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know how folks are discovering the show. So send me an email,

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[email protected]. I would love to hear

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that. This is the show where we interview fascinating CEOs and founders of the leading

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vertical farming companies from around the world. And I'm your host, Harry Duran.

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In case you missed last episode, we spoke to Christos Raptogiannis, the

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founder and CEO of CityCrop. He joined the show to share his passion

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for agriculture and how the agtech industry has been evolving in

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Greece. We had a really heartfelt conversation. His

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enthusiasm was infectious, and I think you'll really enjoy that

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conversation if you want to learn about what's happening abroad. I know we talk a

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lot about what's happening here in the States and in the UK, And other

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countries are really making their mark in agtech as well.

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Today I have the pleasure of speaking with Eric Izel. He is the CEO of

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GrowFlux. It's a company that offers automation and cloud technologies

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aimed at resource efficiency and yield expansion for indoor farms and

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greenhouses. And today we talk about Eric's Philly roots,

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his rich experience in design and architecture, wireless engineering, and

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renewable energy. We definitely geek out a bit on

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circadian lighting, providing controls for lighting, and his passion for

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fostering resource efficiency and environmental stewardship in

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agtech. I learned a lot in this episode, and I know you will as well.

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Remember, if you enjoyed this episode or past episodes, I'd love it if you leave

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a rating and a review at

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ratethispodcast.com/vfp so I can read yours out on a future episode. Okay, before

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we jump into this uninterrupted conversation with Eric, here are a few

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words from the folks that support this show. This episode is brought to you by

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at the FutureTech Pavilion. The team would love to meet you. So Eric

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Isley, CEO of GrowFlux, thank you for joining me on the Vertical Farming Podcast.

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Hey, it's great to join you. So what's the last

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conference you've been at vertical farming-wise? Oh, geez.

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Well, we just got back from Cultivate. Before that, we did

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Indoor AgTech in Brooklyn. Yeah, yeah, that was great. I think the last vertical farming

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one. Yep, that's where we met. Yep. And what's your usual takeaways

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when you come back home? Do you— how do you decide if, uh, a

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conference visit was productive or worth your

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time? Oh, that's a loaded question. So we really

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enjoyed the conference. Some conferences are for

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generating leads and doing business. Some

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conferences are more about positioning

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and building relationships. And so I would say this

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one was a little bit more of the latter compared to other conferences

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where we're quite literally taking orders. Yeah. Oh, okay. And

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this is Cultivate? Yeah. Cultivate would be a little bit more of like the order

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kind of taking conference. Okay. And I don't think I'm familiar with that one. Where

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was that? It's in Columbus, Ohio. Okay. It's been there for ages.

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It's more centered around the greenhouse agriculture space.

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Yeah. And where's home for you now?

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Philadelphia. Okay. And were you born and raised there? Yes.

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Okay. What's something about Philadelphia that people don't know

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about but they should? Well, specific to this industry, we have— we're very close to

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Kennett, Pennsylvania. And it's one of the

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largest centers for controlled environment agriculture in the

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US, primarily from the mushroom cultivation

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industry. There's a pretty significant packing

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logistics and distribution business that has

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come about due to around half of all the mushrooms being grown

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in one county. But, you know, today it's really

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diversified into other perishables. on the

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logistics side. And there's a lot of

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momentum to bring, to really grow indoor vertical farming in

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this region. What was life like growing up in Philadelphia?

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Well, I grew up in the suburbs. Okay. Went to college, Drexel University in

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Philadelphia. Okay. You know, I grew up with an interest in horticulture and

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agriculture. I was a tinkerer. And so

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most of my interests took me into more into the physics

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realm and semiconductors, material science.

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And, you know, I think shortly after I left college

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and started a career in architecture, I kind of looked at

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what's happening in the industry and decided to kind of take some

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passions and pull them together and enter the space. Where if,

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if you, if I was to ask your parents, what were some of the projects

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you were tinkering with when you, when you were younger? What would they say?

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Oh yeah, I would get in trouble with my mom quite a bit. I was

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into a lot of electrical engineering kind of

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projects from an early age around middle

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school. She was always afraid I would burn the house down. I was

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building lasers and— Oh, wow. Building

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things like, you know, laser activated. Well,

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yeah, let's just say I was in the model rocketry. You don't want to get

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into the specifics. I was a little kid, so I'm like, I'm knocking

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on my door. Where were you getting these instructions? Is it

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you're just looking up stuff on the web or— Yeah, I mean, in the early

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days of the internet, I mean, it wasn't that early for the internet, but there

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was much fewer resources out there. So, you know, before

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the college years, you know, bear in mind my

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freshman year in college, we were— my university was one of

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the handful that had early access to Facebook. Oh, wow. So to put that

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in perspective, that's— yeah, you know, I grew up on the internet pre-Facebook

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and building computers and running various flavors of Linux and

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such. And so, that's kind of a little bit of where I came from. And

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back then, most of the information came from just

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websites, these pretty simple websites. Some of them are still up, actually. I

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check them out from time to time. And if it's not that,

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it's some pretty dusty books. Was there anyone

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that you remember being an inspiration, either from books you read

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or stuff you were looking up, you know, other famous tinkerers? Yeah, I

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was involved in the International Science and Engineering Fair as a kid.

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Pretty early on, started building relationship with some faculty

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at Drexel University, this school I went to. So they kind of started

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recruiting me in high school. So, you know, I kind of

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started getting exposed. from like an early age. Yeah.

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And I think back, I'm a child of the '80s. So I think back in

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that time it was Radio Shack. Yeah.

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Well, that, yeah, they, you know, they were good if you needed,

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you know, some supplies or solder or whatever. But back when

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I was younger, there was a number of websites that you could just

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buy all these like surplus electronics from.

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And sometimes you just end up with this box of just random parts, unmarked

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electronic components. And so it was always kind of a challenge. When I was a

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kid, my dad would take me over to— there was this

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educational store. Today it's an educational store. It's called

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Edmund Scientific, and they ran a surplus shop, and you could

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buy like old military hardware. Wow. Like

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some of the stuff you could buy was just like unbelievable. I think they closed

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that portion down. Yeah. And today it's just the optics and education

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division. But yeah, I was always getting my hands on

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Yeah, lots of interesting hardware as an electronics

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tinkerer back when I was young. Well, kudos to your folks to let you do

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some of that exploration, I guess with the only caveat that you don't burn the

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house down. Yeah, they were very accommodating. That's

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nice. So you mentioned the optics and obviously the lasers, and I saw

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early on that you were doing work with LEDs and

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understanding how to influence circadian

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patterns with LEDs. Did you feel that, you know, with the things that

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you were tinkering in, that that aspect, the laser, the optics,

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that's really what was piquing your attention? Well, yeah, I mean, I always had

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a pretty intense interest in photonics.

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Around, you know, when I was in college, I started working for DuPont.

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Okay. Mostly on the processing, purification,

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and testing of high-performance OLED materials. These are organic

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light-emitting semiconductors. So they're essentially small

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plastic-like molecules that you can, you know, you can inject print, you could

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vapor deposit onto a surface and make that pixelless. Yeah.

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So the same technology that's used today in smartphone displays, most

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predominantly. I was working in the lab and, you know,

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kind of seeing what it takes to move the needle in some of

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the leading-edge photonics technologies. I mean, we were

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a team of 500 chemists and engineers within our business unit.

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with substantial investment over many, many years

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to build these high-performing semiconductor materials that

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efficiently create light and, you know, for the purpose of displays.

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And so I have, you know, that firsthand experience, you know, being at that

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bleeding edge, being in this, you know, just a cog in this very large

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organization. And, you know, we started to engage

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a little bit of that with GrowFlux. Yeah. Back in the really early

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days of GrowFlux, we were trying to push

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the formulation of the phosphor materials to actually

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create combinations of, you know, violet

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phosphor converted plus green phosphor converted.

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The idea of just mixing the right blend of

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broad-spectrum phosphor converted LEDs for horticulture and

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deep red LEDs to get the overall aggregate efficiency up.

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as well as maintaining tunability. So that was one of the things I was looking

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at with GrowFlux, but it's a really tough game to play in

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as a small company because it's very expensive to

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obtain the phosphor materials themselves. There's a lot of patents

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around it. It's dominated by a number of

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companies that have decades of experience in the phosphor space.

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So, you know, in the really early days of GrowFlux, we were

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engineering at the, you LED chip level. And so,

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over time, more and more, we've gotten away from that and

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instead really focused on the wireless IoT and cloud

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aspects of cultural lighting. Yeah. So, that was the

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focus of the work you were doing at Keirin Timberlake as well, just

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developing and understanding the possibilities with IoT? Well,

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so Keirin Timberlake is a really fascinating

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research and architecture firm based here in Philadelphia. They

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are known for their environmentally conscious and sustainable

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design, ranging from projects like the United States

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Embassy in London. And what we

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do at KieranTimberlake is they have a full-time

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research group that is charged with asking and answering

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questions, oftentimes using new tools, tools that are new to

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architecture. So, I have my

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co-founder here at GrowFlux. I actually met at

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Kieran Timberlake. We hired him as an intern

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to build some wireless sensor networks, mostly using

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essentially like Zigbee-like wireless tech. And

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what we were doing is we were monitoring

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indoor air quality, we were monitoring indoor thermal comfort, we

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were monitoring the performance of

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facades, the thermal performance of facades. So we would actually sensor

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various layers of the building envelope. So the building envelope might

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consist of, you know, a half dozen different materials. And then

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measuring the performance over time of each layer

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on each face of the building can give us a picture into how

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heat is flowing into the building. So we were

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Basically putting certain density of sensors in buildings to

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the extent that, you know, we had to use IoT technologies to

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actually aggregate and transport all of the data. So we

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built completely new tools at Keurig Timberlake for monitoring

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buildings. How many in a typical building, just ballpark

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estimate, how many sensors are we talking about here? Well,

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so all commercial buildings have a multitude of sensors. They're

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mostly based— they're mostly inserted into the HVAC system.

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Okay. And they're mostly these very high-reliability, hardwired

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sensors that are part of these control loops. At Kirin

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Timberlake, what we were trying to do is

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answer questions that required a higher density of sensors that were

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more rapidly deployed in places where

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architects needed those sensors. So for example, putting a sensor in a

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ventilated curtain wall assembly, you know,

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it's, There's advanced facade systems out there. They don't often,

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they don't always have sensors in them, and assessing performance of these

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advanced facade systems often requires just quickly

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putting a sensor in it and looking at, you know, 9 months of data. So

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that's the kind of question asking we were engaging with these

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sensors. We even renovated an

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old bottling plant in the Northern Liberties

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neighborhood of Philadelphia. And we put, God, I think it was like 90

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sensors in just the roof. Oh, really? To understand,

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yeah, the, as well as, you know, the whole vertical space, it's

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like a 43-foot-high ceiling in the main office space. And so

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there we're trying to understand, you know, questions around thermal stratification.

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You know, we had a high-performance underfloor ventilation system, so we had a

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ton of sensors under there. So it was, yeah, we really did

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some outstanding work. in thermal performance and also

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thermal comfort monitoring. Yeah, it seems like it's one of

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those things that people take for granted when they're in the building and it's just

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perfectly climate controlled. And they don't realize all the stuff that's happening in the

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background to get it to that point and all the research that's gone

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into not only understanding what's happening inside the building,

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but to your point, even the multiple layers of the skin of the building,

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how that's being studied on a constant basis to see what the impacts of the

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external environments. And I can already see how this— we're starting to lead into

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these conversations about you know, greenhouses and indoor farming. But

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it's fascinating. It looks like, I mean, it sounds like you also in parallel

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with your passion for, you know, electronics

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and LEDs and IoT, the architecture thing is

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interesting too. Is that something that was also, you know, just

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obviously an interest for you and a passion for you, just aesthetics and

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design when it comes to architecture? Yeah, I mean, I've always been

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fascinated by the design profession. And

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when I had the opportunity to work at one of the top

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firms that happens to just be in Philly, I mean, I was applying to jobs

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in Belgium at the time. Oh yeah. Well, and you know, at the time my

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top pick for jobs was, uh, was, was Kearney Timberlake and I

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was lucky enough to spend 7 years there. That's

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great. Some of the most formative years of my career, I feel. Yeah.

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I mean, it's. One of the most fascinating things to me about

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that trajectory moving from architecture, and specifically that's

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architecture of high-performing buildings, to this space

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is I've been able to see how

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this industry is maturing and borrowing practices and concepts

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from the commercial building space. Yeah. So

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for example, you know, when I was working in architecture, this

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concept of measurement and verification. became

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a pretty big deal. The idea that basically you

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pay engineers to commission the systems within a building

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when construction is complete, and then you monitor that,

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and then you do continuous commissioning. So you come back and you look at the

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data and you say, what needs to be adjusted within the

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systems? So all of those practices were in, you know, the

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really formative stages when I was working in architecture.

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And we're starting to see some of these practices now

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transfer over into CEA. We're also starting to

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see some of the professionals

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transition into this space as well. So that's been really fascinating

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for us to watch. Yeah, it's interesting because, you know,

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in these conversations, we talk a lot about what's happening inside the building

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and all the advancements that are being made, you know, from the hydroponics, the robotics,

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to the LEDs, the automation,

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the climate control, but there seems to be a lot more that

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can also— that's available as opportunities for expansion and

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growth and innovation when it comes to thinking about the actual

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physical building itself, because that plays a large role in what

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happens and what you need to control. So, I think to your point, I

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think if you're clearer about what's happening outside and to the extent that you can

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control and monitor that, It feels like you're, you can do a better job

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inside the building once you understand those variables as well.

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Yeah. Yeah. That's often, I'm glad you mentioned that because it's often

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lost on a lot of people in this industry that, you know, buildings are very

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complex machines and a, a building envelope is very complicated.

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And, you know, even within architecture, there's, there's not enough

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people that really understand building envelopes really well. And so,

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you know, when you look at the typical project delivery process for

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a large indoor cannabis facility, a lot of

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designers essentially assume that as long as it's within the

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building envelope, it's, you know, those are controlled conditions. Well,

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at GrowFlux, we haven't been doing a lot of sensor work lately,

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you know, commercially, but internally we use a lot of sensors. We do a lot

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of sensing with our own technology. And, you know, we've seen

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how, you know, a building envelope can drive thermal gradients within a

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cultivation space. We're very familiar with that. And it's something

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that, you know, there's really not enough people that are looking at it and

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accounting for it in the design process. And there's also

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really just a severe lack of tools as well. So

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as we start to now move forward in the timeline, let's talk a little bit

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about how now all these passions and things you're working on are

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coming together. Now we're introducing another interest, which is—

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which may have been there all along, but horticulture, agriculture,

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CEA, you know, how did that start to, you know, come more on your radar?

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And maybe talk a little bit about your experience starting Glaze as well. Sure.

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Well, to be clear, I was involved in Glaze in the early days. I did

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not start Glaze. Okay. So let's see,

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around, around probably like 2015, I

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feel there's a pretty significant increase in the amount of

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innovation that was kind of happening in the indoor vertical farming

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space. Started seeing a little bit more activity around LEDs

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and greenhouses. And, prior to all of

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this, I had started and transitioned out

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of a company that was doing LED lighting control

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with wireless meshes for the purpose of managing human

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circadian rhythms. in hospitality, commercial

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spaces, mostly not exactly residential.

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So, we were looking to implement circadian lighting at scale

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and got some of the first patents in LED lighting

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control for human circadian lighting. Just for the

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benefit of the listener and just to explain the

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concept of circadian lighting and circadian rhythms and the

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importance of it, and I've been delving a little bit into that as well,

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from the self-biohacking perspective, but I'm just curious if you could just kind of give

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a little, you know, 30-second primer on why that's important. Sure.

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Yeah. So, you know, we've always known that light is a very

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significant driver for our own biological

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clocks. But in 2008, some researchers discovered

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some cells inside the eye that are called— it's a bit of a

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mouthful, but they're abbreviated ipRGCs. That's intrinsically

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photoreceptive retinal ganglion cells. What these cells

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do is they don't create images, they detect light and they

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detect specific wavelengths of light that is centered on the blue,

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specifically right around 464 nanometers. It does bleed off

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into violet and into green, but it's most sensitive at blue.

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And, what that does is it triggers a hormonal

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response that regulates the release

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of serotonin and melatonin that ultimately

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determine our biological clock throughout the day.

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And, study after study has shown increased

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productivity, better performance in test scores in

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classroom settings with the right amount of light. So, that

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is typically very well-lit classrooms, for example.

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Likewise, many studies have shown the

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relationship of lack of light and

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seasonal affective disorder. So then you have shift work

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dysfunction. So, you know, the, the science

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that actually tied this all together really

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started advancing in the early 2010s.

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And, you know, and today, you know, on any of your devices, you can

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set your schedule and your, your screens will adjust.

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But back when I had started this company called SumoLux,

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There was, you know, LED technology was in its infancy.

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People were selling $200 LED light bulbs. We were selling, didn't

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really have a price, but wireless meshed tunable

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lights back in the 2008, 2009 timeframe. Yeah. Well,

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thank you for that. I think that's helpful. So just to bring you back, you

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were talking about how you were working on the mesh lighting at the time and

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then seeing what was happening in the hospitality space as

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well. Yeah, so, you know, we had some

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experience over the years with lighting in,

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you know, in kind of like a hospitality setting and exactly what people need

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to actually commission these systems. And doing it at scale

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means that, you know, you're working with, you know,

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technicians that are removed from you, you know, by layers of

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businesses. So, you know, you have to start to

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look at the actual ease of use and the technology that you're using.

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And when we were building wireless sensor networks for

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the architecture space, it was whether you're using

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Wi-Fi or Bluetooth or Zigbee,

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still very high-touch installation process,

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making sure the devices communicate when you're putting them in, even when it's

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quote unquote plug and play, often was You know,

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not as straightforward as it really should have been. And so

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we really started to get an understanding of the level

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of reliability and how

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much these systems just have to have a completely

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streamlined installation process where the person installing

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the equipment and the person using the equipment doesn't need to understand how the wireless

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works. That's really, really important. So really started to figure that one out

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around the time I started GrowFlux.

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And what I did is I, early on, I built

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a relationship with a European company that

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really pioneered what I like to consider as like a next generation

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wireless mesh technology. And that is, that's, you know,

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it's 6LoWPAN built on top of 802.15.4. Some

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technical jargon there, but basically what it means is it's a

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flavor of wireless networking that has more in common

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with your standard Ethernet and Wi-Fi, everything gets

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an IP address, than it does with some proprietary protocol

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that has to talk to one device on site to

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translate its addresses. Okay. So Proflux, we

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started really investing in that wireless mesh technology as

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far back as 2016. It took a long time to get that off the

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ground and really build out that reliability, especially using

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sub-gigahertz frequencies to penetrate through, you know, concrete

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walls and things like that. Between the vertical farming space

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and the cannabis industry, we have dealt with

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everything from, you know, installing vertical farms in

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old historic buildings with like 2-foot-thick masonry walls

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to communicating through the concrete slabs of grow

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rooms where the walls of the rooms are divided with metal walls. So you

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have to go through concrete. And so, you know, all of this is

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really just to collapse the costs and

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complexity in commissioning automation systems on site using

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wireless technologies that just work really well. Yeah. Is there

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any, given all the experiences you've had and the examples you just

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mentioned, is there any environment now at this point that you

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you would say you wouldn't be able to install a communication system in?

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Well, I mean, everything has to be tested. So, you know, we don't go out

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and say we can just do anything. So for example, you know, our

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wireless access point, that's like our mesh

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manager that controls, you know, ProFlex mesh on

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site. It bridges that mesh connection to the cloud and

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it maintains network time for all of your lights and all of your lighting

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controllers. Right now, we tell people that around

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200 devices is a good number. And the reason for that

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is, well, there's a couple reasons. One is

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propagating a lighting schedule out to 200 devices

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takes a little bit of time. Because what we do with our wireless mesh is

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we trade speed for reliability. So

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in order for us to propagate a wireless, like wirelessly propagate a

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lighting schedule. It's not like megabytes of data. So

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we can go really slow and improve the range

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penetration, error tolerance, and

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ultimately the reliability. But the trade-off is that we don't get a lot of speed.

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So when we tell people that we want to limit it

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to 200 devices per access point, our access point is a

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$149 device. They're fairly affordable. That's really

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for a better user experience, but we're always improving that.

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So we're actually getting ready to up that to 500

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lights per access point, 1,000 lights per Pro access

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point. So we have 2 flavors of that access point. And then

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the other aspect of it is the software. So, you know, you can have

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the physical network is very capable,

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but if you're trying to load up 1,000 lights on the

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user interface in our app. You know, as we take on bigger and bigger projects,

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we're always having to fine-tune the app to display more and more

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stuff. Yeah. So it's been— we've been

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really careful to grow the size of the

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installations that we support carefully rather

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than taking on some really big ones up front and then having to deal with

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a lot of headache. You know, right now our sweet spot is

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Typically, like, we're often doing, you know, 1,200 to

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2,000 light installations with our universal dimmer that

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controls up to 50 lights. It's a plug-and-play lighting controller.

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We're starting to look at the 1,000 light installs on our single light controller. That's

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where we actually have 1,000 wireless devices on one

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mesh. Okay. So yeah, it's, you know, we're just kind of taking baby

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steps so that we always have a good customer

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experience. We have over Now nearly 200 farms globally using

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our lighting controls. And maintaining

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that reputation for reliability is really important to us. How much

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or how many of those installs are you being asked to also

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coordinate with what they already have existing? Because I imagine

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you do such a good job with controlling the lighting environment, but there's other

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factors at play there, right? There's probably automation happening, Depending how

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fancy the farm is, you know, with robotics, with, you know, irrigation,

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you know, and so at some point, you know, it's helpful monitoring the

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overall health of the farm. And how much are you being asked to make

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sure that everything plays well with what's already existing? Yeah,

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so we have a number of customers that are using our API to

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tie our lighting controls into other systems. We have a

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couple roadmap features underway that will

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streamline all of that. We often have a lot, we actually have a lot of

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customers that really just want the lighting system to be

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its own network where they can make the adjustments on the

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fly as needed. I'd say that's actually more common

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than you might imagine. There's a lot of talk of fully automating

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the entire facility and then using things

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like AI, but, you know, this industry still uses a lot of outdated tech.

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So what we're doing is we're supporting a lot of

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these initiatives by providing very robust

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API-addressable controls down to every light. So the

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businesses that are able to leverage that are doing it today.

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But increasingly what we're doing is we're also partnering with other companies

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through integrations. Okay. So that's where our API talks to the

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API of another company and you don't need to do any programming to make that

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happen. You just You know, click one thing. So that's all, you

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know, a bit of a, you know, that's kind of the shape of things to

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come in the next year or so. And I wonder also,

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I noticed on your site, if I read it correctly, that you made a conscious

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decision to not manufacture lights anymore, but actually

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provide the controls for the lighting. And can you

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talk a little bit about that decision as well? Yeah. So

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We started the company making tunable LED grow lights.

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We made a 600-watt top light with far-red

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LEDs and broad-spectrum white, blue, and deep red. And, you know,

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we get really great results. We did some really fascinating work with institutions like

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Cornell University. It is a really hard business to pull off.

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So, you know, we got that product fully launched, we got it UL certified, we

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got all the wet location ratings and such. And, Just

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maintaining that global supply chain for all

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of those components. There was over, I think there was like over 1,200 parts

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in our light. And then just buying LEDs alone is,

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it's a hypercompetitive space. So

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meanwhile, when we were making the lights, you know, we were putting our wireless mesh

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in, we were starting to kick off some sensor integration projects.

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We had just launched the GrovLux app. for iOS and Android.

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And other lighting manufacturers were asking to license our wireless.

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We had 3 lighting brands

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ask to buy us in the really early days, and they made it clear

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that they were going to axe the lights and just stick with the IoT.

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And so we started the kind of— it actually started out as a

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joke internally. Hey, what if we made a dimmer that

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controls our competitors' lights? And then, you know,

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as the cost to maintain the supply chain and buy

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more LEDs many months in advance, as those

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costs started mounting and we're competing with like, I mean, we were

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like competing with like Philips. No easy

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task there. You just couldn't sustain that as a startup. So we just,

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so the internal joke, hey, what if we made a dimmer that controls our

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competitors' lights? That became the

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Well, that was a smart decision, and I think almost that out-of-the-box

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thinking, sort of like what Google does with their Skunk Works, I imagine, just

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like there's no idea that's too silly to put out there. And it

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seemed like it was very prescient because it was the right decision

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to make. Probably not an easy one to make too, but I think it was

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the right one at the time. Oh no, it felt good.

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Yeah. So how, you know, if you were to

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describe like an ideal client for GrowFlux, who would that be?

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Well, we work with a couple different types of customers because,

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you know, on the one hand, we spend a lot of time serving

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our lighting manufacturer customers who provide

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our wireless controls alongside their lights. On the other hand,

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we also work more directly with the growers. So

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that is, you know, providing plug-and-play controls for, often for

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existing systems or new systems that they're separately procuring. So there's kind

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of two, two different customer bases for us. Is

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Growflux your first stint as CEO? Yeah. I mean,

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I previously founded another company, but then we didn't really get it far along enough

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to say that it was, you know, took that to its,

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you know, its full lifecycle. Yeah. And how many employees now? Right now

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we're a team of 3. We're hiring now. That definitely sounds like you're in

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a growth stage. What's been the most

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I guess you would call them learning experiences as you've developed in

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the role as CEO? Yeah, I would say one of the

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really interesting things I've learned over the last couple of years in this

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space is a lot of people

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that are in a high-level decision-making role in this

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industry, if they don't have a lot of skin in the

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game, there's a propensity to just take the easy path

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and get the sale and show the sales numbers. Yeah. And,

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you know, we have seen how that plays out over the long term

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when you're ultimately sacrificing reliability

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or customer experience. And, you know,

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we've made incredible investments in

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really, really difficult technology that takes years to get right.

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And it's only coming to fruition in the last year or so.

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So to see that play out and then on the other side of it,

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watch companies get run into the ground by the

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CEO that the PE guys put in place is just

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really fascinating to watch because we're

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often working pretty closely with the executives at

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some of these companies. And I'm not only talking about lighting companies.

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Talking about other tech companies in the vertical farming and

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CEA space. Who do you look to for inspiration

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when it comes to leadership? Yeah, I mean, I think for me,

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who I look to for inspiration is really other founders

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because it is a really unique circumstance when your

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passion project for many years is your livelihood and is

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just your entire existence, really. So yeah, there's,

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uh, I have a number of other founder friends that I'm very

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close to. And, you know, I think without that

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network, I would be much more in the dark for sure. Yeah, it's something to

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be said, you know, as a fellow business owner and entrepreneur who's tried

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many things that have failed. And then I, you know, before

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getting to the, you know, some of the things that have been working on my

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end, unless you have a close group of friends whose

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opinion you trust, who can tell you, you know, what something really

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is like without, you know, someone who just wants to tell you what they think

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you need to hear. I think that's really important to keep that network of that

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sounding board, you know, really active 'cause it helps keep you sane. 'Cause

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otherwise if you tried to just do it all yourself, I think it's, you'd go

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a little crazy. So I'm wondering now as you're

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continuing to grow and expand in this space, what

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is the future of specifically, you know, controls

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in lighting? Like what do you see as in terms of innovation? Do you

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want to— do you want GrowFlux to be part of that innovation? Or

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are you seeing what's happening and just waiting to see how some of those spaces

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mature before you step into them? Sure. Yeah. So only a few years

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ago, you know, people looked at cloud technology in this

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space as something to be suspicious of.

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But today, most people want remote

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management of their systems. They want the convenience of cloud

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connectivity. So that's been a pretty significant

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shift over a space of only really about 4 years.

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And so, you know, this industry today is really

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just embracing cloud technologies, whereas other industries are

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much further along. So, you know, I think what we're going to see

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in the coming years is a true ecosystem of companies

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that can leverage new technologies like artificial

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intelligence and machine learning at scale. Yeah. With market

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leaders. And what we're starting to see is

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that companies that are the best in

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class at their respective technology are starting to

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embrace newer technologies and play together

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within these ecosystems. In other industries, we see

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very rich ecosystems of tech companies that work

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together, and they actually even create app ecosystems. between

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themselves. And so I think a lot of those types of integrations are coming to

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the space. So we have an inside look into, you know, what a

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lot of companies are considering. So I'm really excited about that. Are you

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familiar with the website Zapier? Vaguely, yes. Yeah, so basically it helps

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connect like, you know, tools, and now it's just probably hundreds or thousands of

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integrations you can make. I'm wondering if there's a Zapier for the

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agtech space when you talk about APIs and the ability to, you know, have some

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of these technologies speak to each other in an intelligent way. And I'm

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wondering, just thinking out loud, if there's an opportunity for something like that. Yeah, there's

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actually a company, I forget the name of the company, they just raised a pile

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of cash a couple months back, essentially doing that.

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Yeah, I mean, there's going to be a lot of opportunity for those types of

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plays for sure. For agriculture, the thing is, what works

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in, you know, other industries doesn't always

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work in agriculture. The whole buying criteria is totally different. The

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sales cycle is different. Where people buy is different. So it's

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going to take on its own very unique shape in

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this space, but it's for sure, it's definitely coming. So what's

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a tough question you've had to ask yourself recently? Yeah, we ask ourselves a

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lot of tough questions around product roadmap

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and, you know, planning out resources. There's so many

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products and features that we and our customers want to

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roll out, but we're often having to straddle

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maintaining all the systems and customer experience and reliability and

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availability of our products with new product development. So

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that's often something that's really tough. 2021 was a tough year

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supply chain-wise, so we're just getting out

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from under that. Now able to

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focus more on that new product development. But yeah, we've been asked a lot

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of tough questions on that front over the last year or so. Can you see

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the silver lining in 2021 in so much as it helped

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you rethink things regarding your supply chain that

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may not have been top of mind at that time for you? Oh yeah, absolutely.

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I mean, reinvented our entire supply chain. We've

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redeveloped a lot of the internal components of our products to

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eliminate sole-source components and things like that.

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We've changed how we manufacture our products. It's, yeah, it's been,

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it can, 2021 completely upended how we make our products. That's

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great. I'm curious, as you attend these

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conferences, if you find there's, it's important to

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maintain and develop relationships with not only

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possible partners and customers in the space, but even someone that may be

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considered a you know, a competitor or someone who does something

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in similar space? It feels like it's, you know, from these conversations— I've been

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doing the show for almost 2 years now, and just, it's still small, you know.

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From the out— you know, internally it seems like, you know, there's a lot going

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on, but from the external viewpoint, you know, it's still a, you know, a growing

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industry as well. So I'm wondering how you think about

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building, nurturing, cultivating those relationships. Yeah, I mean, we

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build relationships with A lot of even customers that have

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competing products to us, you know, we kind of came from the really early

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days of the vertical farming industry when a lot of companies

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were, you know, very secretive. And to be honest, like,

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the most secretive ones that just wouldn't really discuss

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anything, well, all those guys are gone. So,

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you know, if you're really good at what you do, the thing that you do

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should be really hard to replicate and really hard to pull off.

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And that's a lot of what we do. So

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we're very open about discussing how our

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technology works, where we're going. And

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yeah, and what we found is that it's only really benefited us because

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what any one particular company might be working on today

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might get put on the shelf tomorrow, and they may have to

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reach for a solution that's much closer. to deployment. And

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with that in mind, that's actually how we've done a lot of

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business is we've been quite open

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compared to other companies about our timeline and our roadmap.

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And that's gotten us into some really, really interesting projects. That's good. Yeah, keeping

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that open mind to all sorts of partnerships and even some

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that you may not be able to predict that could be coming your way, just

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sort of having that mindset, I think, is helpful. Yeah, yeah. And I mean,

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back when we made lights, we still, you know,

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were really, you know, cognizant about, you know, keeping

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really good relationships with the other lighting manufacturers because, like, you

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know, you never know if you're going to get rolled up with one of them.

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So, you know, we were, you know, we were very

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cognizant of that back when we made lights. And then all of those

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people became our customers. So we already knew that.

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You know, like we, it's, you know, we, yeah. So.

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And, uh, as we get towards the, this, the latter

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part of the year, any other conferences on your radar? Let's see. Yeah.

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So Resilient Harvests is coming up. Okay. So we're looking forward to

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that one. And, uh, coming off of the weekend,

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it's like, yeah. And before this, I was right on top of our

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travel schedule and now I'm, I'm sorry. Yeah. I've done 3 trips

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in the past. 3 weeks. I can't feel you. Yeah, we have a

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couple events coming up on our travel schedule. A couple of them are cannabis trade

Speaker:

shows. We have Resilient Harvest coming up. Okay, end of October,

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early November. And, uh, of course in the

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cannabis space there's MJ BizCon, which is always a very

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busy one for us. Okay, is it one of the bigger ones? MJ BizCon?

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Yeah, yeah. So for us it is because, you know, we're typically

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exhibiting in a half dozen booths. So we have lighting

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manufacturers, distributors showing off our products in their booths.

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So we're at the show to support them, but then also

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to, you know, just maintain relationships with all the other clients as

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well. So it is one of those shows where we actually don't get a booth.

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Okay. Because it's just like, there's just a lot of noise to cut through.

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Yeah, I'm sure. So as we wrap up, I want to thank you for

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taking the time to share the story. A lot of it was really fascinating for

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me, just learning Getting a bit of 101 on lighting

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and its impact on not only circadian rhythms, but also just

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the ability to which you can control it, I think, is something that surprises a

Speaker:

lot of people. And it's been fascinating to see how just that

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early interest, that early tinkering, when you think about the trajectory of your

Speaker:

career and the decisions you've made, how they've led to you doing now

Speaker:

something that seems to be a mix of all your passions together. So, you

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know, I— Thank you. It's really inspiring to hear your story, and I appreciate you

Speaker:

sharing it. Sure. Yeah, thank you for your time. Given the, the

Speaker:

audience here, you know, and then you've seen that some of your peers are, are

Speaker:

folks that have not only been guests on there but also listened to the show,

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is there an ask that you have for this specific audience?

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Yeah, I mean, I, I would say yes, there is.

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And that is, you know, we think a lot about, you know,

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taking practices from other industries that have had to

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adapt. And what we look to do is we look

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to borrow successful strategies from

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adjacent industries, whether it's factory automation

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or pharma packaging and

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storage, for example. And so when you look

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at how these systems come together, it's often easier to

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take a successful playbook from an adjacent industry and see what lessons,

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not exactly like replicate it, but at least see which lessons

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you can learn there. And that's something that

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we encourage a lot of our partners and customers to think about.

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And ultimately, this industry has

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so much growth ahead of it. And I

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really feel in the coming years and decades that

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we are going to have to hyperscale and we have to

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learn from other industries. So definitely something

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that, that I just remembered from your childhood. I'd be remiss if I

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didn't ask how many times you've run up the Rocky stairs. As a

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Philadelphian, I, I always kind of thought it was a little cheesy, the whole— yeah,

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yeah, yeah, yeah, Rocky thing. Yeah, honestly, I don't think I've

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ever done it. I mean, I've been on the stairs many times. Yeah, yeah, no,

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it's not. It's funny because I I think we went with, uh, my ex-wife to

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the Dalí exhibit at the museum, and I was like, oh man. And like, you

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know, as a child growing up watching that movie, I was like, yeah, you

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feel the need to do it. So, well, I don't think I've ever done

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it. Yeah, yeah, I'm sure it's one of those things. Like, I grew up in

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New York, it's like people ask me, how many times you been to like the

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Statue of Liberty or like the Empire State Building? I'm just like,

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uh, once. Yeah, they moved

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that statue, uh, Oh, they did? Oh, okay.

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Years ago when that happened. Okay. It drove a lot of people nuts.

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Sure. Well, thanks again, Eric. I really had a fun time with this conversation. Uh,

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growflux.com for people to learn more. Any other sites, uh, you want to direct

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people to, to connect with you or the company? Yeah, no, growflux.com is

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where you can reach us for sure. Okay. I appreciate it again. I really enjoyed

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this conversation. Yeah. Thanks for your time. It was fun. Thanks again to

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Eric for coming on the show and sharing his stories. As always, full show notes

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available at verticalfarmingpodcast.com. I don't take their time

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lightly. These folks are doing some really important work in this field,

Speaker:

and I'm always honored when they can find an hour to spend with me so

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I could dig in and tell their stories, because it's what really— what lights me

Speaker:

up and really what makes this show so special for me and for you, the

Speaker:

listener. If you'll be attending the Global Produce and Floral Show in Orlando,

Speaker:

Florida this October 27th through 29th, then please

Speaker:

visit the NetLed booth at the Future Tech Pavilion. The team would love to

Speaker:

meet you. Thanks to our season 6 title sponsor, Cultivated. If you're looking into a

Speaker:

vertical farm and don't know where to start or which technology would suit your needs,

Speaker:

reach out to them today. And best of all, as always, their service is free

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because they work on behalf of their partners. Learn more at cultivated.com,

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and that's spelled C-U-L-T-I-V-A-T-E-D.com. Leave out

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that last E. Podcast production marketing provided by Fullcast. Learn

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more at fullcast.co. As a reminder, if you're enjoying the show, leave us a

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rating and a review at ratethispodcast.com/vfp. We'll be sure to

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read those out on future episodes. Tune in next week for my

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conversation with Keenan Pinto of Nordetect.

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We connected at the Indoor AgTech NYC conference,

Speaker:

and another fascinating in-depth conversation with an up-and-coming

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company you should be keeping an eye out for in this space. Until we meet

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again, here's to your health. Thanks for listening. To read the full

Speaker:

show notes for this episode, which includes any links mentioned in the

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episode, as well as a full show transcription, visit

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verticalfarmingpodcast.com. There, you can sign

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up for our email list to be notified when new episodes are published.

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