Greeneration farm in Jebel Ali is revolutionizing the food industry by harvesting 15,000 edible flowers and microgreens daily, supplying over 100 Michelin-starred restaurants across the UAE. These high-quality, pesticide-free products are harvested between 3am and 6am each day and are promptly delivered to restaurants by 7am.
Founded by former investment banker Roman Ulyanov, the farm began operations in February 2024 and has since expanded its offerings due to high demand. "We deliver between 600 and 800 boxes with 20 flowers daily to restaurants in Dubai and Abu Dhabi," Ulyanov shared. "Our produce is as fresh as it gets, and we’ve introduced 25 crops to the UAE that were previously unavailable. This has significantly reduced the cost and carbon footprint of importing high-quality ingredients."
During a tour of the facility, Ulyanov explained that it took a year to bring his vision to life. "We customized everything, from the size of the stands to the irrigation methods," he said. "Our goal was to create a unique vertical farm that optimized energy usage and production."
To maintain the highest cleanliness standards, employees must pass through an air cleaning unit before entering the facility. "This ensures that our produce remains free from dust, insects, and bacteria," said Daria Shchurik, the marketing manager. Seeds are germinated in Rockwool, a material designed to avoid the use of soil, which would require washing and potentially damage the delicate flowers.
Harvesting is done entirely by hand, with staff specially trained to handle the delicate produce with care. "We believe in a balance between technology and human expertise," Ulyanov emphasized. "Our staff is crucial to our success."
The farm grows a variety of unique flowers, including the electric flower, which creates a numbing sensation on the tongue, and the purple shiso, a Japanese mint popular in Asian cuisine. "Chefs often experiment with these flowers in innovative dishes and drinks," Ulyanov noted.
Greeneration also collaborates closely with chefs to meet their specific needs. "Sometimes chefs request leaves of a certain size for their dishes," said Fadi Hijazi, the general manager. "We work closely with them to bring their culinary visions to life."
The farm’s success is not just financial; it also aligns with the UAE’s vision of sustainability and food security. "We expect to break even this month," Ulyanov said. "Our goal is to create a financially viable farm that supports both sustainability and profitability."
Beyond its commercial success, Greeneration is committed to community engagement. "We have a CSR program that provides hydroponic sets to schools," Hijazi explained. "This allows children to experience planting and harvesting, fostering an educational and hands-on learning environment." The company also offers an online university for its workers to enhance their skills.
Source link: https://www.khaleejtimes.com
