Greeneration Farm, located in Jebel Ali, is revolutionizing the UAE’s dining scene by cultivating thousands of edible flowers and microgreens daily, supplying over 100 high-end and Michelin-starred restaurants across Dubai and Abu Dhabi. Each day, between 3 am and 6 am, the farm’s produce is carefully harvested, packed, and transported by delivery trucks arriving by 7 am to ensure fresh ingredients for chefs and restaurants.
Founded by Roman Ulyanov, a former investment banker turned farmer, the farm began operations in February 2024 and has since rapidly expanded due to the growing interest in its unique offerings. “We deliver between 600 and 800 boxes daily, each containing 20 flowers, to various restaurants,” Ulyanov shared. “We pride ourselves on not using pesticides, and our produce is as fresh as it gets. We have also introduced 25 new crops to the UAE that were previously unavailable. Some crops were imported, but many delicate flowers and leaves could not be transported easily, so we’ve reduced the cost and carbon footprint by growing them locally.”
Roman explained that it took a year of research and planning to bring his vision to life. “We customized every detail, from the size of the stands to the irrigation methods. Our goal was to avoid being a cookie-cutter vertical farm and ensure we were reducing electricity usage while creating the best possible growing environment,” he said.
The farm operates under stringent cleanliness standards. Employees pass through an air cleaning unit before entering the facility, ensuring the highest quality of produce. “This process removes dust, insects, and bacteria,” explained Daria Shchurik, the farm’s marketing manager. Additionally, the seeds are germinated in a specially developed material called Rockwool, eliminating the need for soil. This is particularly important since the flowers are too delicate to be washed.
Once germinated in a dark, humid room, the seeds are moved to a light facility where they are grown until they are ready for harvest. Ulyanov emphasized that while technology plays a key role in providing optimal conditions, the harvesting is done manually by trained staff. “Our flowers are delicate and require extreme care, so we ensure our staff is specially trained to handle them,” Ulyanov said. “We believe in a balance between humans and technology, with our staff being an integral part of the operation.”
One of the farm’s standout offerings is the “electric flower,” which causes a temporary numbing sensation on the tongue. “Many chefs like to experiment with it, especially in drinks,” Ulyanov said. Other popular flowers include purple shiso (Japanese mint), which is in high demand for Asian cuisine, and cornflower, known for its vibrant color and frequent use in pavlovas. Cornflower is so popular that it sells out every day.
Fadi Hijazi, the farm’s general manager, explained that Greeneration works closely with chefs to meet their specific needs. “Sometimes chefs request leaves of a particular size to fit their vision for a dish. We aim to accommodate these requests and work with them to create the perfect ingredients,” he said.
Beyond supplying restaurants, Greeneration Farm is also committed to food security and community engagement. As part of its corporate social responsibility (CSR) program, the farm donates hydroponic sets to schools, offering students the chance to plant, nurture, and harvest their own crops. “It’s an educational experience where children not only learn about farming but also get to eat what they’ve grown,” Hijazi added. Additionally, the farm offers an online university for its employees, allowing them to improve their skills and knowledge in the field of agriculture.
Through its focus on sustainability, innovation, and community involvement, Greeneration is not just transforming the farming industry in the UAE but also making a significant impact on the local culinary landscape. With its commitment to high-quality, pesticide-free produce, the farm is helping shape the future of agriculture while supplying some of the most prestigious restaurants in the region.
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