Inayat-ur-Rahman, Business Editor

Greeneration, a forward-thinking horticulture company specialised in the cultivation of rare crops and ingredient sourcing specifically tailored to meet the unique needs of the HoReCa industry, has officially launched in Dubai, introducing an unparalleled range of high-quality, locally grown products to the UAE’s vibrant culinary scene.

Established by a team of seasoned professionals with years of experience in the HoReCa and agriculture sectors, Greeneration, which is located in Dubai Industrial City, is committed to delivering excellence in every aspect of its offerings. Spearheaded by Roman Ulyanov, Founder and Managing Partner, the company brings forth a wealth of expertise from supplying Europe’s finest restaurants to operating a chain of vertical farms in Eastern Europe.

“At Greeneration, we are committed to providing the most extensive range of premium products available in the market,” says Roman Ulyanov. “Our focus is on delivering an array of high-quality offerings, including microgreens, specialty greens, baby leaves and edible flowers, offering chefs and bartenders access to the freshest, locally grown ingredients. We are thrilled to introduce over 70 new types of rare crops to the UAE, grown using top production technology with hydroponic units. This enables us to produce year-round, pesticide-free crops, including some that are exclusive to Greeneration.”

With a capacity to supply up to 1,200 of the best restaurants in the city, Greeneration is poised to revolutionise the local culinary landscape. The company is proud to introduce new premium offerings, such as shiso leaves of exceptional quality, eliminating the need for chefs to import them from Japan. The company’s offerings include exclusive selections such as verbena, Peruvian huacatay, Shiso leaves, and oxalis, cherished by culinary connoisseurs. Additionally, Greeneration offers around 10 new types of specialty and edible flowers, previously unavailable in the market.