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Rare Crops Emerge as Key Ingredients in New Greeneration Dubai Hub

In what's touted as a significant boost to the UAE's culinary landscape, Greeneration, has officially commenced operations in Dubai Industrial City selling rare crops and ingredients designed especially for the HoReCa (Hotel, Restaurant, and Café) industry.


Greeneration Executive team

Greeneration (Executive team shown left) is the brainchild of Roman Ulyanov, Founder and Managing Partner, who brings a rich background of supplying Europe's top restaurants and managing vertical farms across Eastern Europe. The company is determined to lift-the-bar with its array of premium products, including microgreens, specialty greens, baby leaves, and edible flowers, all grown using advanced hydroponic technology.


Among the exclusive selections are verbena, Peruvian huacatay, oxalis, and around 10 new types of specialty and edible flowers previously unavailable in the UAE market. The company also plans to expand its range to include medicinal herbs, berries, and ginseng sprouts, catering to specific customer requests for rare greens.


Source: Greeneration Dubai -Slides of products


"Our goal at Greeneration is to offer the broadest and finest selection of premium products," says Roman Ulyanov. "We're excited to introduce over 70 new types of rare crops to the UAE, cultivated with cutting-edge technology that allows us to produce without pesticides and ensures availability year-round."


This innovative approach enables Greeneration to meet the demands of up to 1,200 premier restaurants in Dubai, introducing unique offerings such as high-quality shiso leaves, thereby eliminating the need for imports from Japan.


The facility in Dubai Industrial City spans several thousand square meters, designed by leading agro engineers and food production experts. It features state-of-the-art hydroponic equipment, complies with HACCP and ISO standards, and employs artificial intelligence to optimise growth conditions.


With a commitment to innovation, Greeneration is exploring new food concepts, including non-alcoholic beverages derived from organic plants, catering to the evolving tastes of Dubai's consumers. The company emphasizes a co-creation model, engaging with chefs to accommodate their preferences and ensure a versatile, continually evolving product range.


Greeneration leafy product

Source: Greeneration Cocktail flowers


The company is not just about supplying rare ingredients but also aims to be a leading hub for natural, nutritious components in the GCC (Gulf Cooperation Council).


In addition to its agricultural endeavors, Greeneration has launched the Greeneration Academy. This educational initiative offers over 100 hours of sustainability content through an online platform, aiming to cultivate the next generation of sustainability advocates. The curriculum provides practical experience with hydroponic systems, allowing schools to integrate these lessons into their schedules flexibly.


Through these multifaceted efforts, Greeneration will undoubtedly make a substantial impact on the culinary and educational landscapes in Dubai and beyond, promoting a future where quality, sustainability, and innovation go hand in hand.


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