"Having a brand is crucial. We're not just another green supplier; we introduce a whole new category to the art of cooking. Our commitment revolves around delivering an extensive array of high-quality products, catering to the discerning tastes of hotels, bars and restaurants," says Roman Ulyanov, Founder of Greeneration, a vertical farm in Dubai.
As an ambitious investor and entrepreneur Roman is now setting his senses on creating a sustainable food hub in Dubai. Mainly, through his 1000m2 vertical farm, they are growing various greens, such as herbs, microgreens, edible flowers, baby greens, and specialty greens, such as Verbena leaf. Given the unique market and tourism, Roman sees great potential for new products and educational initiatives.
Yet, finding a farming site and getting a farm up and running was quite challenging. With an ongoing energy crisis and, currently, the high cost of importing raw materials, it wasn't all smooth sailing. However, luckily the team has been able to balance it out and set its efforts on R&D to deviate from these problems.
Technology made in-house
"Innovation is at the core of Greeneration. We've invented our technology from the ground up. Our new facility integrates the newest techniques, notably AI. Dozens of sensors meticulously collect data, feeding it into our generative AI application. This AI analyzes and refines the insights, guiding us in adjusting growing recipes and managing current cohorts based on real-time observations," Roman explains.
According to Roman, the horticultural industry in the GCC region is experiencing remarkable growth, with new projects being announced regularly. Therefore, the company is actively exploring opportunities to acquire traditional greenhouses and take over as a farm operator that aligns with its commitment to sustainable farming practices. Next year, they will be announcing more expansion plans.
"Given the extreme weather conditions in this region, vertical farming emerges as a strategic path for enhancing food security and sustainability. Greeneration, while focusing on collaborations with top chefs and restaurants, remains adaptable to various cultivation methods that ensure excellence and sustainability, thus contributing to the industry's dynamic evolution," he adds.