Exploring the Blossoming Home Grow Movement with ILGM
Life is seldom simpler than when digging in the dirt. Connection to Mother Nature is an essential part of the human experience, and one that seems to be diminishing in an increasingly chaotic world.
That’s why gardening saw a renaissance during the COVID-19 pandemic. A little time away from the bustle allowed us all to ‘get back to our roots.’ For cannabis enthusiasts, a shift toward home cultivation was inevitable.
Beyond cost savings, home cultivation offers enthusiasts a chance to engage in a therapeutic activity, control the quality of their product, and contribute to a more sustainable cannabis industry. With the legalization of home cultivation in 23 states and Washington, D.C., cannabis gardening is moving into the mainstream. As horticulture in general surged during the pandemic—marked by a boom in houseplants, backyard gardens, and even sourdough starters—it’s no surprise that cannabis lovers have embraced the trend. Companies like I Love Growing Marijuana (ILGM), a community-focused seed bank, are making the process more accessible so beginners and hobbyists alike can take full control of their cannabis experience.
Taking Home Growing on the Road
As the home grow movement flourishes, ILGM and Leafly are bringing education and community directly to enthusiasts across the country. Ahead of 4/20, the U.S. Home Grow Tour will kick off, offering cannabis cultivators—both seasoned and new—a first-of-its-kind, hands-on growing experience.
From Rolling Loud in LA to Mary Fest in NYC, the ILGM Airstream will roll through key cannabis hotspots, hosting expert-led growing workshops, immersive brand activations, and exclusive performances. Attendees will even have a chance to take home ILGM seeds to start their own cultivation journey.
Why This Matters
- Home growing is booming: ILGM’s recent survey found that 48% of home growers see community as essential for learning and community.
- The biggest names in cannabis are involved: Expect guest appearances from industry influencers like Koala Puffs, Deisha Dabs, and Jungle Cae.
- Education meets experience: The tour offers hands-on grow classes, wellness workshops, cannabis cooking demos, and even a 4/20-friendly hike for those looking to go off-grid with their grow.
“It’s a movement to normalize home growing and make cultivation more accessible,” said Ernst Rustenhoven, CEO of ILGM. With ILGM aiming to achieve one million successful home growers, the tour is just the beginning.
The therapeutic benefits of gardening are well-documented, and cannabis cultivation adds a unique layer of creativity and reward.
“There’s something deeply satisfying about growing cannabis at home,” Rustenhoven said. “It’s a process that aligns perfectly with today’s DIY culture—it’s creative, shareable, and incredibly fulfilling.”
Sustainability: A Key Driver
Rustenhoven noted home growers are increasingly motivated by a desire for transparency and sustainability in their cannabis products.
Large-scale cannabis production often relies on energy-intensive indoor grows, while home growers can cultivate plants using natural sunlight or small-scale setups that significantly reduce their carbon footprint. A study published in Nature Sustainability found that large indoor cannabis farms in the U.S. consume as much electricity annually as 92,500 households. By contrast, outdoor and home-growing practices can drastically lower environmental impacts.
“Many of our customers are focused on organic methods and regenerative gardening practices that are better for the environment,” Rustenhoven explained.
Supporting the Home Grow Movement
Founded in 2012, ILGM has become a household name in the home cultivation space. Rustenhoven, who took the helm as CEO in 2023, is passionate about making the process easier for beginners. The company offers a range of seeds, including high-THC, CBD-rich, and mixed packs, along with resources to help growers succeed.
ILGM also fosters an active online forum where customers share their successes, troubleshoot issues, and showcase their homegrown plants. “It’s a community-driven hobby,” Rustenhoven notes. “People love to share their progress and celebrate their achievements.”
For millennials and Generation Z, that’s a major selling point.
“Homegrowing is an activity that you can share,” he said. “You can take photos, videos; you can engage with like-minded enthusiasts. We see that on our forum community. It’s super Instagramable.”
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Looking Ahead
As cannabis culture continues to flourish, home growing is poised to play an increasingly central role. With over 70% of Americans supporting cannabis legalization, according to a recent Pew Research Center poll, the momentum for more permissive cultivation laws is undeniable.
For many, the appeal of home growing goes beyond the product, instead emphasizing the journey. From the first seedling to the final harvest, at-home cannabis cultivation offers challenge, creativity, and reward.
“Whether it’s tomatoes or cannabis, there’s something magical about watching a plant thrive under your care,” Rustenhoven said.
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