At Agra Middle East 2025, Greeneration unveiled its strategic growth and innovations in vertical farming, positioning it as a key solution for food resilience amid regional challenges like urban sprawl, water scarcity, and climate change.
At Agra Middle East 2025, which is basically the region’s leading event for sustainable farming and agri-tech breakthroughs, Greeneration really highlighted its key role in pushing vertical farming as a vital fix for food resilience here in the Middle East. Daria Shchurik, who’s in charge of marketing and growth at Greeneration, took part in a panel called “Vertical Farming and the Rise of Layered Agriculture,” moderated by Luke Hutson, the chief editor at New Ag International in the UK. The discussion explored how innovations in controlled-environment agriculture—or CEA—are transforming how we produce food in tough urban and desert environments across the MENA region.
The panel pretty much emphasized how urgent it is to adopt sustainable farming methods, especially now, when arable land is shrinking and cities are expanding fast—both of which threaten global food security. Vertical farming was brought up as a scalable, tech-savvy approach to boost crop yields while using far less water and avoiding chemicals. They talked about techniques like hydroponics, aeroponics, and multi-tier systems as the backbone of operational efficiency and smarter energy use, with the added bonus of good returns on investment. There were examples shared from successful vertical farms around the Middle East, showing real-world paths for scaling these innovations—supported by progressive policies and smart partnerships, of course.
Ms. Shchurik shared some insights from Greeneration’s journey too, pointing out that vertical farming has moved well beyond just ideas—it’s now about robust infrastructure that can meet high-end market demands. She said, “The future of farming really hinges on precision, collaboration, and innovation to deliver super-fresh, locally grown food for everyone.” Greeneration, which is known for its upscale vertical farm in Dubai producing edible flowers, specialty leaves, and microgreens for luxury hotels, restaurants, and catering services, is actively working to reduce reliance on imports by delivering freshly harvested produce straight to chefs on the same day.
That said, the sector does face some economic challenges—like rising energy costs due to global political tensions. But industry data suggests that profitability is within reach, especially once farms hit a certain scale that allows for cost efficiencies, or if they focus on high-margin, premium crops where the yield justifies the investment in controlled environment systems.
Greeneration’s dedication to sustainable, local food production was further reiterated with their recent expansion. They’ve taken over another vertical farm in Dubai, boosting their growing space by 712 square meters to better meet rising demand from luxury restaurants and hotels. The company was founded in 2023 by Roman Ulyanov, and it currently supplies some of the top-tier venues—including Michelin-starred spots and luxury hotel chains like Atlantis The Royal and Jumeirah Hotels. This expansion shows resilience and potential for growth within the UAE’s vertical farming scene, bolstering their role in helping the country move toward food independence and environmental sustainability.
Their hydroponic, soil-free methods slash water use by up to 98% compared to traditional farming, and they cut carbon emissions by around 90% thanks to hyperlocal production—that’s especially relevant given the UAE’s climate and food security goals. By avoiding pesticides and making full use of vertical space, Greeneration exemplifies smart resource use and innovation, providing hygienic, ready-to-use ingredients that are raising the bar for the region’s vibrant culinary scene.
Roman Ulyanov, the founder and CEO of Greeneration, is a well-known advocate in the sustainable food economy. During the International Government Communication Forum (IGCF) 2025, he took the stage with Forbes Middle East and discussed how private-sector innovation plays a crucial role in establishing profitable yet eco-friendly food systems. He said, “Sustainable agriculture isn’t just an option anymore—it’s a necessity.” Ulyanov believes that businesses have the agility, funding, and incentives needed to lead the transformation of the food system—especially through vertical farming, which caters to both premium and mainstream markets.
On a broader level, the regional scene is clearly expanding its footprint. Events like Agra Middle East 2025 and the Global Vertical Farming Show, backed by key UAE governmental bodies like the Ministry of Climate Change and Environment (MOCCAE), serve as hubs for stakeholders working to develop resilient, high-tech agriculture sectors. These gatherings bring together innovators, investors, policymakers, and operators—fostering collaboration and helping scale sustainable practices.
Looking ahead, Greeneration’s strategy combines tech advancement with sustainability and commercial viability. They aim not just for experimental projects but also for a thriving, eco-conscious sector. Their focus on the luxury hospitality market, along with ongoing expansion and sustainable tech, provides a model for vertical farms that want to succeed despite rising costs and resource limitations.
All in all, Greeneration’s active presence at Agra ME 2025 and their ongoing growth clearly show how vertical farming is maturing in the UAE. Their efforts aim to tackle key regional issues—urban sprawl, reliance on imports, water shortages, and climate change. By leveraging cutting-edge hydroponics, targeting premium markets, and participating in knowledge-sharing forums, they demonstrate that vertical farming has huge potential as a cornerstone for the Middle East’s sustainable food future.
Source: Noah Wire Services
- https://www.gulfagriculture.com/news/greeneration-at-agrame-2025-shaping-the-future-of-vertical-farming-in-the-mena-region/ – Please view link – unable to able to access data
- https://www.gulfagriculture.com/news/greeneration-at-agrame-2025-shaping-the-future-of-vertical-farming-in-the-mena-region/ – Greeneration participated in Agra Middle East 2025, a leading platform for sustainable agriculture and agri-tech innovation in the MENA region. Daria Shchurik, Head of Marketing and Growth at Greeneration, joined an expert panel to discuss the role of vertical farming in reshaping food production across urban and desert environments. The panel addressed the importance of controlled-environment agriculture (CEA) in meeting global food demand amid shrinking arable land and expanding cities. Vertical farming is presented as a scalable solution to produce more food using fewer natural resources, making it a key pillar of food resilience in the Middle East. The discussion covered innovative methods in hydroponics, aeroponics, and multi-tier farming systems, techniques to increase crop yields while reducing water use and avoiding chemical inputs, best practices for operational efficiency, energy management, and achieving strong ROI, success stories from urban and desert vertical farms across the MENA region, and the role of supportive policies and partnerships in enabling scalable and sustainable agriculture. Ms. Shchurik shared insights from Greeneration’s experience in sustainability, innovation, and growth, emphasizing that vertical farming has evolved from concept to infrastructure. Her contribution also highlighted the expanding role of women leaders in agri-innovation, connecting technology, marketing, and sustainable strategy. She stated, “The future of farming lies in precision, collaboration, and innovation for ultra-fresh locally grown food available to everyone.” Greeneration focuses on addressing the import-reliance challenge of the region, one restaurant at a time. The article also discusses the economic challenges faced by vertical farms amid rising energy prices driven by global political instability, noting that profitable players are those that have reached an economy-of-scale equilibrium or focus on premium, high-margin crops. AgraME 2025 brought together global experts, investors, and policymakers driving the region’s transition toward sustainable and climate-resilient agriculture. Greeneration’s participation highlighted its ongoing commitment to advancing smart farming systems and fostering dialogue that shapes the future of food production in the UAE.
- https://www.gulfagriculture.com/news/greeneration-expands-operations-with-new-vertical-farm-in-dubai/ – Greeneration, a leading vertical farming company in Dubai, announced the expansion of its operations by taking under management a new vertical farm in the city, focusing on growing microgreens. Founded in 2023, Greeneration operates from its state-of-the-art vertical farm in Dubai, specializing in premium edible flowers, leaves, and microgreens. The company supplies top-tier Michelin-star restaurants and luxury hotels across the UAE, providing same-day harvests to ensure maximum freshness. The expansion includes taking over another farm in Dubai, increasing its growing area by 712 square meters. This increase in capacity will enable the company to meet the growing demand from its high-end clientele and enhance its ability to serve a broader customer base across Dubai, further reinforcing its position as a leader in premium vertical farming. Greeneration’s reputation within the HORECA industry has been built through successful partnerships with renowned restaurants across Dubai, including Michelin-starred establishments, Orfali Bros Bistro, Atrangi, Ossiano, Moonrise, Smoked Room, and others. This new farm will significantly increase the growing area, allowing Greeneration to meet the rising demand for fresh, locally grown microgreens from an even broader client base across the city. Roman Ulyanov, Founder of Greeneration, expressed his excitement about the expansion, stating, “This new addition is a major step forward for Greeneration. By increasing our growing area, we are not only meeting the rising demand for fresh, premium ingredients but also strengthening our commitment to sustainability and innovation in food production. This achievement is a direct result of the relentless efforts of our team, who have gained deep market knowledge and refined their skills in vertical farming here in Dubai. The trust placed in us by other farm owners to manage their operations is a testament to the hard work and reputation we’ve built in the industry.” Sustainability remains at the core of Greeneration’s operations, and these principles will be fully integrated into the new farm. The company’s hyperlocal hydroponic systems reduce carbon emissions by 90% through local production, conserve up to 98% more water compared to traditional farming, and protect the environment by preventing soil erosion and eliminating the use of pesticides. Additionally, their vertical farming methods ensure the most efficient use of space, maximizing crop yields per square meter. Greeneration plays a key role in helping the UAE achieve its food security goals by producing fresh, local products, reducing the nation’s dependence on imports. By growing microgreens and edible flowers directly in Dubai, they ensure a reliable supply of high-quality produce, supporting the country’s move towards a more self-sufficient and sustainable food system. Through this expansion, Greeneration is further contributing to Dubai’s vibrant food scene and continues to support the region’s sustainability goals through innovative and eco-friendly farming techniques.
- https://www.gulfagriculture.com/news/greenerations-roman-ulyanov-champions-sustainable-food-economy-at-the-forbes-middle-east-stage-of-igcf-2025/ – Roman Ulyanov, Founder & CEO of Greeneration, championed the sustainable food economy at the Forbes Middle East stage of the International Government Communication Forum (IGCF) 2025. He emphasized that while governments set the rules, the private sector, driven by market demand and the need to innovate, is the true engine of change and has the agility and capital to build a profitable, sustainable, and revolutionary food economy. Ulyanov stated, “Sustainable agriculture is no longer optional — it’s essential. The private sector has the responsibility and the capability to lead the shift towards greener, smarter food systems, not just through innovation in technology, but by fundamentally realigning incentives. We’re the ones who can attract the necessary capital and talent, create scalable, profitable models that reduce environmental impact, and build resilient supply chains from the ground up.” He highlighted vertical farming as the future of sustainable produce, capturing both the premium sector where brands like Greeneration win, and the consumer sector, where everyday salads and vegetables are revolutionized. By innovating today, Ulyanov believes we are securing the food economy of tomorrow. Under his leadership, Greeneration has rapidly established itself as a pioneer in hydroponic vertical farming. Founded in Dubai in 2023, the company has since expanded to a second vertical farm and specializes in edible flowers, specialty leaves, and rare crops for the luxury HoReCa sector, serving Michelin-starred restaurants and top-tier hospitality brands including Atlantis The Royal, Jumeirah Hotels & Resorts, and Ossiano. Greeneration combines sustainability, innovation, and premium quality to redefine the UAE’s luxury dining landscape. At the Sharjah IGCF 2025, Greeneration showcased how vertical farming can strengthen regional food security and support innovation while maintaining efficiency and consistent quality for the HoReCa sector. The forum gathered global leaders, innovators, and businesses to discuss sustainability, innovation, and the future of communication, providing a powerful platform for sharing knowledge and best practices.
- https://www.gulfagriculture.com/event/agrinext-conference-dubai/ – The AgriNext Conference Dubai is scheduled for 5-6 November 2025 at Le Méridien Dubai Hotel & Conference Centre. The conference aims to create a virtual hub for the global agricultural sector, offering a unified platform for tech start-ups, SMEs, established tech providers, investors, institutions, and other stakeholders to connect and engage collectively. Topics covered include agricultural security, precision farming, sustainable practices, and technological innovations in the agriculture sector. The conference aspires to serve as a platform for entrepreneurs, investors, innovators, practitioners, and enthusiasts to exchange insights, build alliances, and gain knowledge from one another. For more information, visit the official website.
- https://www.gulfagriculture.com/event/global-vertical-farming/ – The 6th Global Vertical Farming Show 2025 is held under the patronage of the Ministry of Climate Change and Environment (MOCCAE). It is the Middle East’s largest and only exclusive vertical farming event, backed by various industry-specific government bodies including the Abu Dhabi Agriculture and Food Safety Authority (ADAFSA), Arab Authority for Agricultural Investment and Development (AAAID), Food Tech Valley, Emirates Development Bank (EDB), World Green Economy Organization (WGEO), Sharjah Research, Technology and Innovation Park (SRTI Park), Abu Dhabi Food Hub, Sharjah Sustainable City, Environment Agency Abu Dhabi, Oman Food Investment Holding (Nitaj), International Center for Agricultural Research in the Dry Areas (ICARDA), Ind Food & Beverage Association (IFBA), ne’ma, and others for several past editions now. With over 5,000 targeted attendees, 750+ vertical farming and related companies, 500+ senior conference attendees, 100+ exhibitors/sponsors, and 50+ expert speakers from over 35 countries, this show facilitates an ideal platform for vertical farming companies, technology providers, growers, investors, key government associations, and other stakeholders to come together and forge meaningful partnerships.
- https://www.gulfagriculture.com/event/agra-middle-east-2025/ – Agra Middle East 2025 is the largest agricultural trade show in the Middle East, focusing on creating a sustainable food supply in arid landscapes. The event brings together solutions for crops, animal husbandry, and horticulture under one roof. It features an expanded exhibition hall with exhibitors in vertical farming, aquaculture, and sustainable agriculture innovations and practices. For more information, visit the official website.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is current, dated October 28, 2025, and pertains to recent events at Agra Middle East 2025. No evidence of recycled content or prior publication was found. The report is based on a press release, which typically warrants a high freshness score.
Quotes check
Score:
10
Notes:
The direct quote from Daria Shchurik, “The future of farming lies in precision, collaboration, and innovation for ultra fresh locally grown food available to everyone,” appears to be original, with no prior usage found online.
Source reliability
Score:
8
Notes:
The narrative originates from Gulf Agriculture, a specialised publication focusing on agricultural news. While it is a niche source, it is relevant to the subject matter. The press release is attributed to Gulf Agriculture News Desk, indicating a direct connection to the publication.
Plausability check
Score:
9
Notes:
The claims about Greeneration’s participation in Agra Middle East 2025 and their focus on vertical farming in the MENA region are plausible and align with known information about the company. The narrative lacks specific factual anchors such as exact dates and detailed figures, which slightly reduces its credibility.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is current, based on a recent press release, and presents original content with no evidence of recycled material. The source is relevant, and the claims made are plausible, though lacking some specific details. Overall, the narrative passes the fact-check with high confidence.
