At Greeneration Farm in Jebel Ali, thousands of edible flowers and microgreens are harvested daily to supply over 100 high-end and Michelin-starred restaurants across Dubai and Abu Dhabi. From 3am to 6am, produce is meticulously harvested and packed, ensuring it reaches destinations by 7am. Founded in February 2024 by former investment banker Roman Ulyanov, the farm has transformed local dining with its unique offerings and commitment to sustainability.
“We deliver 600 to 800 boxes daily, each containing 20 flowers, without using pesticides. Our produce is as fresh as it gets,” said Ulyanov. By introducing 25 new crops, many previously unavailable due to their delicate nature, Greeneration has reduced the cost and carbon emissions associated with importing such high-quality ingredients.
Tailored Farming Practices
Ulyanov’s vision for the farm took a year to develop, with customizations that set it apart from standard vertical farms. “We adjusted the height and volume of rooms to reduce electricity usage and ensure efficiency,” he explained. Strict cleanliness standards are enforced, requiring employees to pass through an air-cleaning unit to eliminate dust, insects, and bacteria before entering the facility.
Seeds germinate in Rockwool, avoiding the need for soil, which would require washing the delicate produce. They sprout in dark, humid conditions mimicking underground environments before being moved to lighted rooms for growth. While advanced technology optimizes farming conditions, harvesting remains a hands-on process requiring trained staff to handle the fragile flowers with care.
Meeting Chefs’ Demands
The farm’s innovative produce includes the electric flower, which numbs the tongue, and purple shiso, a Japanese mint favored by Asian cuisine chefs. Cornflower, an Estonian bloom, is another popular choice, especially for pavlovas due to its vibrant colors. “We collaborate with chefs to create tailored products, even adjusting leaf sizes to match their culinary visions,” said general manager Fadi Hijazi.
Sustainability and Education
Greeneration’s mission extends beyond agriculture and food security. The farm partners with schools through a CSR program, providing hydroponic kits to teach children about planting and harvesting their own produce. Additionally, an online university allows staff to upskill and grow within the company.
Breaking even financially this month, the farm has proven vertical farming’s commercial viability. “Our goal is to support the UAE’s vision of sustainability and food security while running a profitable operation,” said Ulyanov. Greeneration Farm exemplifies a perfect balance between innovation, human expertise, and sustainability, reshaping agriculture in the UAE.
