Dubai, known for its vibrant culinary landscape and diverse palate, is witnessing a groundbreaking shift with the introduction of Greeneration, a horticulture firm specializing in the cultivation of rare crops and ingredient sourcing tailored for the Hospitality, Restaurant, and Catering (HoReCa) industry.

Established in Dubai Industrial City, Greeneration emerges as a beacon of innovation, offering an unparalleled range of locally grown, high-quality products to meet the discerning needs of chefs and bartenders across the United Arab Emirates (UAE).

Led by Roman Ulyanov, Founder and Managing Partner, Greeneration brings together a team of seasoned professionals with extensive experience in both the HoReCa and agriculture sectors. With a rich background ranging from supplying Europe's finest restaurants to operating vertical farms in Eastern Europe, Ulyanov spearheads Greeneration's commitment to excellence in every aspect of its offerings.

"At Greeneration, we are dedicated to providing the most extensive range of premium products available in the market," says Ulyanov. "Our focus is on delivering high-quality offerings, including microgreens, specialty greens, baby leaves, and edible flowers, ensuring chefs and bartenders have access to the freshest, locally grown ingredients."

The heart of Greeneration lies in its state-of-the-art farm in Dubai Industrial City, meticulously designed by leading agro engineers and food production professionals. Spanning thousands of square meters, the facility features a multi-layer system of hydroponic equipment, certified with HACCP and ISO standards, guaranteeing the highest levels of quality and safety.

Integration of cutting-edge techniques, notably artificial intelligence (AI), distinguishes Greeneration's farming operations. Through a network of sensors and generative AI applications, real-time data analysis guides the team in optimizing growing recipes and managing crop cohorts, ensuring consistent quality and yield.

With a capacity to supply up to 1,200 of the city's top restaurants, Greeneration aims to revolutionize the local culinary landscape by introducing over 70 new types of rare crops, grown year-round and pesticide-free. Exclusive offerings such as shiso leaves of exceptional quality eliminate the need for imports, while selections like verbena, Peruvian huacatay, and oxalis cater to culinary connoisseurs.

Greeneration's commitment to innovation extends beyond farming operations to include ventures into non-alcoholic beverages and a pipeline of new food concepts, all designed to meet the evolving tastes and preferences of Dubai's discerning consumers.

"As part of our Food Hub concept, we engage in a co-creation model with our customers, particularly chefs," adds Ulyanov. "Listening to their preferences, we continuously expand and evolve our product range to meet their needs."

Dubai serves as the perfect canvas for Greeneration's vision, with its thriving culinary scene and growing demand for sustainable, locally sourced produce. As Greeneration aims to become the top hub for natural, nutritious ingredients in the Gulf Cooperation Council (GCC), it remains committed to exceeding expectations and driving culinary excellence in the region.