Next-generation vertical farm & lab for innovative chefs
Greeneration at Gulfood 2026: A New Scale for the Global Food Industry
Greeneration took part in Gulfood 2026, a record-scale global food exhibition held in Dubai, bringing together manufacturers, distributors, service providers and decision-makers from 195 countries. Serving as one of the world’s most comprehensive sourcing and networking platforms, the event brought global players together to select raw ingredients, finished products and services for retail and HoReCa markets worldwide.
Daria Shchurik, VP of Growth at Greeneration
For Greeneration, a Dubai-based vertical farm and fresh produce distributor for the HoReCa sector, Gulfood 2026 was more than a brand presence. As shared by Daria Shchurik, VP of Growth, the exhibition became a commercially meaningful week defined by focused conversations, clear demand signals and tangible next steps for growth in the UAE market.
Gulfood 2026 marked a defining moment for the global food and beverage industry, expanding to an unprecedented 300,000 square metres and welcoming participants from 195 countries. Held in Dubai, this year’s edition reflected not only the scale of global food trade, but also Gulfood’s role as a meeting point where international business relationships are built and reinforced across the entire value chain.
Throughout the exhibition, Greeneration met with decision-makers from hospitality groups, high-volume food operators and distributors. The tone of these discussions highlighted a clear shift in the market. Conversations focused on weekly volumes, product specifications, consistency, delivery cadence, shelf life and operational performance - the factors that directly shape procurement decisions and kitchen efficiency. This signalled that locally grown, controlled-environment produce is no longer assessed as a sustainability add-on, but increasingly evaluated as a supply solution expected to perform reliably across multiple outlets.
Gulfood 2026 marked a defining moment for the global food and beverage industry, expanding to an unprecedented 300,000 square metres and welcoming participants from 195 countries. Held in Dubai, this year’s edition reflected not only the scale of global food trade, but also Gulfood’s role as a meeting point where international business relationships are built and reinforced across the entire value chain.
Throughout the exhibition, Greeneration met with decision-makers from hospitality groups, high-volume food operators and distributors. The tone of these discussions highlighted a clear shift in the market. Conversations focused on weekly volumes, product specifications, consistency, delivery cadence, shelf life and operational performance - the factors that directly shape procurement decisions and kitchen efficiency. This signalled that locally grown, controlled-environment produce is no longer assessed as a sustainability add-on, but increasingly evaluated as a supply solution expected to perform reliably across multiple outlets.
The Gulfood nxt Stage, focused on startups and future food concepts.
Alongside its own farm-grown premium edible flowers, speciality leaves and microgreens, Greeneration presented a curated range of rare vegetables and salad leaves produced in the UAE and distributed locally. This combined production and distribution model reinforced the company’s positioning as a one-stop supplier for professional kitchens seeking both quality and supply stability.
Gulfood also accelerated the path from initial interest to implementation. With procurement teams and culinary decision-makers present in one place, discussions progressed quickly from tastings and feedback to structured trials, menu testing and supply planning. The on-the-ground feedback helped sharpen Greeneration’s focus on specific SKUs and service expectations most likely to convert into repeat orders.
Gulfood also accelerated the path from initial interest to implementation. With procurement teams and culinary decision-makers present in one place, discussions progressed quickly from tastings and feedback to structured trials, menu testing and supply planning. The on-the-ground feedback helped sharpen Greeneration’s focus on specific SKUs and service expectations most likely to convert into repeat orders.
Roman Ulyanov, Founder and CEO of Greeneration, added:
“The global food economy is undergoing a massive reconfiguration, and Gulfood serves as the headquarters for this transformation. It is the only platform where producers, investors, and policymakers converge to solve the water-energy-food nexus. For Greeneration, it is the primary venue to prove that urban farming is no longer a theoretical concept but a scalable, commercial reality essential for the UAE’s National Food Security Strategy 2051.”
“The global food economy is undergoing a massive reconfiguration, and Gulfood serves as the headquarters for this transformation. It is the only platform where producers, investors, and policymakers converge to solve the water-energy-food nexus. For Greeneration, it is the primary venue to prove that urban farming is no longer a theoretical concept but a scalable, commercial reality essential for the UAE’s National Food Security Strategy 2051.”
Roman Ulyanov, Founder and CEO of Greeneration
Greeneration’s exhibition stand showcasing farm-to-kitchen produce.
Beyond hospitality partnerships, Gulfood 2026 also proved valuable as a platform for investor engagement. Targeted introductions and dedicated meeting spaces enabled focused conversations around growth timelines, responsible scale and maintaining product quality within the UAE market. These discussions supported Greeneration’s execution-driven priorities for the year ahead.
Looking forward, Greeneration’s focus for 2026 is centred on execution and scale. The company is expanding local production through partnerships with UAE farms, actively participating in operations to improve consistency and raise output quality to hospitality-grade standards. A key initiative for the year includes the development of a premium, locally grown cucumber programme, designed to deliver stable volumes, clear specifications and reliable delivery for professional kitchens.
Gulfood 2026 reinforced a simple reality: the UAE market is ready for local produce that performs. For Greeneration, the task now is to convert momentum into consistent supply partnerships, measurable kitchen outcomes and a locally grounded production model that continues to raise the standard of fresh produce in the region.
Looking forward, Greeneration’s focus for 2026 is centred on execution and scale. The company is expanding local production through partnerships with UAE farms, actively participating in operations to improve consistency and raise output quality to hospitality-grade standards. A key initiative for the year includes the development of a premium, locally grown cucumber programme, designed to deliver stable volumes, clear specifications and reliable delivery for professional kitchens.
Gulfood 2026 reinforced a simple reality: the UAE market is ready for local produce that performs. For Greeneration, the task now is to convert momentum into consistent supply partnerships, measurable kitchen outcomes and a locally grounded production model that continues to raise the standard of fresh produce in the region.
Why Order from Greeneration?
Greeneration is Dubai’s premium hydroponic microgreens farm, delivering weekly to restaurants, hotels, and private chefs. Our greens are:
Greeneration is Dubai’s premium hydroponic microgreens farm, delivering weekly to restaurants, hotels, and private chefs. Our greens are:
- Locally Grown – Cut hours before delivery, never flown in, never wilted.
- Hydroponically Cultivated – Clean, sustainable, pesticide-free.
- Chef-Approved – Trusted by fine dining professionals across the UAE.
- Consistent Supply – Grown year-round in a climate-controlled farm.
How to get free samples and place an order for DUBAI?
Go to this page and fill the form! We would be happy to deliver samples to your restaurant or hotel kitchen!
Greeneration is the UAE’s trusted B2B supplier of fresh, locally grown edible flowers, serving: Fine dining restaurants, Boutique hotels, Vegan cafés, Caterers, Cocktail bars & mixologists.
Greeneration is the UAE’s trusted B2B supplier of fresh, locally grown edible flowers, serving: Fine dining restaurants, Boutique hotels, Vegan cafés, Caterers, Cocktail bars & mixologists.