American rapper and businessman Snoop Dogg is the new brand representative for Israeli startup Seedo, maker of an automated closed system for growing cannabis — or other herbs, veggies or flowers – hydroponically without pesticides.

A resident of Long Beach, California, Snoop Dogg has 36 million social-media followers and has been an active supporter of the legalization of cannabis in the United States.

He said his partnership with Seedo is about “promoting a healthier lifestyle by providing a technology that allows production in unused urban spaces, reduces costs and enables growers to share their produce with the community.”

According to Seedo, Snoop Dogg’s role will be to “educate consumers on the environmental benefits and social opportunity of Seedo’s home and commercial grow technology.”

Seedo’s machines require no human intervention. The growth process is controlled by an app managed by artificial intelligence. An algorithm determines optimal dosing of fertilizers, irrigation and temperature. Machine learning enables the system to improve performance by drawing insights from previous growth cycles.