Key Takeaways:
- Greeneration, a Dubai-based vertical farm founded by Roman Ulyanov, has entered into a strategic partnership with Harvest IQ, an agritech innovation firm.
- The collaboration aims to strengthen the UAE’s food security, expand premium ingredient offerings, and enhance the country’s culinary supply chain.
- Greeneration supplies hyperlocal edible flowers, specialty leaves, and microgreens directly to Michelin-starred chefs and 5-star hotels.
- Harvest IQ will contribute expertise in scaling agritech innovation and strengthening distribution networks.
Strengthening Greeneration Distribution and Supply
The partnership integrates Greeneration’s position in the luxury food and beverage (F&B) market with Harvest IQ’s innovation capabilities. By ensuring day-of-harvest delivery of specialty crops, the collaboration seeks to maintain freshness, reliability, and sustainability in premium kitchens across the UAE.
“We are excited for this alliance to significantly strengthen our distribution network and expand our assortment,” said Roman Ulyanov, Founder & CEO of Greeneration. “This advancement will ensure luxury HoReCa kitchens across the region continue to receive the freshest, most sustainable produce while opening new opportunities for growth in the F&B sector.”
Supporting Culinary and Food Security Goals
Greeneration’s produce has been positioned as a staple in luxury gastronomy, supplying high-end restaurants and hotels. The new partnership will expand its footprint while contributing to the UAE’s broader food security goals.
“Together, we aim to accelerate agritech innovation, enhance food security, and contribute to a more sustainable future in the region,” said Petr Sergeev, Co-Founder at Harvest IQ.
The partners emphasized that the collaboration will not only boost the resilience of local food systems but also support the UAE’s global reputation in premium hospitality.
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