Key Takeaways:
- Future Food Foundry (3F) invests in Greeneration, supporting its expansion into a longevity brand focused on health and sustainability.
- Greeneration, a vertical farming company, specializes in premium edible flowers, microgreens, and specialty leaves for fine dining.
- The investment will help Greeneration achieve financial sustainability and launch sub-brands focused on superfoods, adaptogens, and medical herbs.
- The partnership aims to bolster the UAE’s food security and reduce reliance on imports through sustainable agricultural practices.
Future Food Foundry (3F), a UAE-based leader in agri-food technology, has announced a strategic investment in Greeneration, a Dubai-based vertical farm specializing in high-end specialty greens. This partnership is a major step in 3F’s broader mission to support innovative companies transforming the future of food production. Greeneration aims to shift from premium culinary products to becoming a “longevity brand” focused on health and sustainability.
Greeneration’s Role in Premium Agriculture
Greeneration has established itself as a key player in Dubai’s agricultural sector, focusing on hyperlocal production of premium ingredients such as edible flowers, microgreens, and specialty leaves tailored to the high-end culinary market. By utilizing vertical farming techniques, the company provides sustainable, locally grown products to meet the demands of top chefs and fine dining establishments.
Investment to Support Longevity and Sustainability
3F’s investment will aid Greeneration in its transition beyond premium ingredients to become a longevity brand company. This new direction will focus on health-conscious products like superfoods, adaptogens, and medical herbs, aimed at promoting long-term vitality and holistic wellness. The financial support from 3F is designed to help Greeneration reach breakeven and launch sub-brands under its longevity platform, while continuing to supply the UAE’s culinary industry.
Comments from Leadership
Leo Musatov, Co-Founder and Managing Director at Future Food Foundry, emphasized the significance of this investment: “Our partnership with Greeneration is a crucial step in creating a new generation of superfoods with restorative health benefits. Their success in the high-end market demonstrates their innovative approach, and this investment supports their transformation into a longevity brand company focused on health and sustainability.”
Roman Ulyanov, Founder of Greeneration, shared similar enthusiasm: “We are excited to partner with Future Food Foundry as we transition into a longevity brand. This investment not only strengthens our position in the HoReCa sector but also supports the introduction of new, health-focused products centered on sustainability and preventive care.”
Impact on UAE’s Food Security
The UAE’s reliance on food imports has long been a challenge for the nation’s food security. By supporting Greeneration’s growth and expansion, 3F aims to reduce this dependence and contribute to a more resilient and self-sufficient food system. Greeneration’s use of vertical farming, including water-efficient hydroponic systems and environmentally responsible practices, aligns with 3F’s mission of promoting sustainable agriculture in the region.
Greeneration Latest News
Expands Vertical Farming Operations in Dubai (2024/09/24)
Dubai-based Greeneration, a premium vertical farming company, has expanded its facility by adding 712 square meters of growing space. The company, which supplies top-tier Michelin-starred restaurants and luxury hotels, specializes in high-quality edible flowers, leaves, and microgreens. The expansion aims to meet rising demand and solidify Greeneration’s position as a leader in vertical farming. The company’s hydroponic systems reduce carbon emissions, conserve water, and prevent soil erosion, while ensuring higher crop yields per square meter.
1 Comment