Greeneration, a high-end vertical farm based in Dubai, specializes in edible flowers, specialty leaves, and microgreens, supplies fine dining and hospitality clients with farm-to-kitchen produce delivered on the same day of harvest. "This commitment to freshness is unique in a region where over 80% of food is imported, especially when it comes to rare ingredients," says Roman Ulyanov, Founder of Greeneration.
A rare edible flower grown inside the vertical farm
Filling a unique market need
Greeneration's role in the UAE market is clear, as Roman finds, providing the luxury HoReCa sector with a sustainable, local source for premium ingredients. The company grows the UAE's widest range of crops, such as Sweet Alyssum, Buzz Buttons, Borage, Torenia among edible flowers and Oxalis, Verbena, Tagetes, Shiso Green and Red among speciality leaves.
"We pride ourselves on working closely with chefs to meet their exact needs," says Roman. "Whether it's specific colors, flavors, or textures, we aim to suit their creative vision and offer what others can't.This approach means that we don't only deliver products but collaborate with chefs to understand and solve their challenges, making it a vital partner in the fine dining experience."
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Daria Shchrurik holding a badge of pea shoots in the farm
Expanding market share and trust
To meet the growing demand for its unique ingredients, the company recently expanded by taking another farm under its management, increasing its growing area by 712 m2. As Roman finds, the expansion reflects the trust Greeneration has gained within Dubai's vertical farming industry, as well as recognition of the effectiveness of its farm management techniques. "This move not only expands our production but also underscores the respect we've earned in the market. It's a cost-effective way to scale and validates our expertise and reliability," Roman shares.
This expansion allows Greeneration to continue serving a growing list of top-tier clients, including Atlantis, Ossiano, Jun's, Avatara, Address, Four Seasons and more. By winning the trust of such names, the company strengthens its standing as the UAE's go-to supplier for premium, hyper-local ingredients.
As an extra service added, the firm packages its microgreens in branded punnets with a substrate, allowing the greens to remain uncut. This extends shelf life and reduces food waste. Fadi Hijazi, General Manager, says "We excel at bringing together high-tech vertical farming techniques with thorough management and planning. We fine-tune every aspect of the growing process, from lighting to nutrients, ensuring that every crop we produce is of the highest quality."
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Vitalii Klimov seen in the farm
Tailored products
An example of these hands-on partnerships is an in-house lab where the Greeneration team experiments with growing new additions to their greens collection. For example, Toona shoots: a crop with an earthy taste and high antioxidant content, purple Maple leaves with a subtle autumnal flavor, and Ice Plant leaves with a jelly-like texture are testaments to this flexibility. "These plants not only add flavor but bring a new level of creativity to Dubai's culinary scene," Fadi shares.
"This dedication to customization is particularly rare, as most suppliers operate with standardized products. While most vertical farms in the UAE focus on standard leafy greens and vegetables, our company prioritizes premium ingredients tailored to high-end dining. Our willingness to grow specific varieties to meet a chef's vision resonates in Dubai's competitive luxury dining sector," notes Daria Shchurik, Head of Growth.
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Some of Greeneration's products
Growing beyond Dubai
While Dubai remains Greeneration's central base, the company sees potential for expansion into other emirates and neighboring countries. With countries like Saudi Arabia, Kuwait, and Qatar emphasizing food security and sustainability, Greeneration's model aligns perfectly with these priorities. "Our model is scalable, and the Gulf's high-end hospitality market has already shown strong interest in what we offer. With our expertise in arid climate farming, we're confident that Greeneration can thrive beyond the UAE," says Hijazi.
"We're not just about the technology; our team's approach and attitude toward service are what make the difference. Chefs can trust that if there's an issue, we'll be there to resolve it quickly. That's rare in this region, and we're proud to offer this level of reliability," Daria adds.
Microgreens come in bulk and single packaging
Becoming a longevity brand
Looking ahead, Greeneration's five-year vision is to scale sustainably while evolving into a longevity brand, offering not only premium edible flowers and microgreens but also nutrient-rich ingredients that promote long-term health and wellness. By introducing new product categories centered on anti-aging and holistic wellness, the farming business aims to support a shift toward sustainable health.
"Our mission is to lead in nutrient-dense, sustainable ingredients that contribute to a longer, healthier life. We believe that the food we eat impacts how long and how well we live, and we're here to make a difference," says Roman.
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For more information:
Greeneration
Daria Shchurik, Head of Growth and Marketing
[email protected]
https://greeneration.ae