What Greeneration’s 3 years of operating in the UAE have taught usGreeneration was built around a different answer to that question from day one. We grow pesticide-free
edible flowers,
microgreens, and
specialty leaves for chef-driven, high-value kitchens, not commodity greens for retail shelves.
Our clients are hospitality groups and fine-dining restaurants across the UAE, Jumeirah, Address, Atlantis by Kerzner, Four Seasons, Radisson, and IHG among the hotel groups, alongside restaurants such as Avatara, Lena, Ossiano, TakaHisa, and Tresind. That is a market where product quality, consistency, and same-day harvest delivery carry a price premium that a commodity crop never will.
Three years into operating in the UAE, we run two vertical farms totaling 2,000 square metres of growing area, a team of trained agtech professionals, and an active client base of 350 accounts. None of that insulates us from the same physical and economic constraints every indoor farm operator faces: heat load on cooling costs in this climate, water pricing, land costs, and import dependency in a region that grows relatively little of its own fresh produce. What it reflects is a business model matched to a market segment willing to pay for what vertical farming is actually good at producing.