3:10 am - February 14, 2026
Dubai-based vertical farm Greeneration partners with Harvest IQ to expand premium, hyperlocal produce supply for high-end hotels and Michelin-starred restaurants, advancing the UAE’s sustainable food future.
Greeneration, a trailblazing vertical farming firm based in Dubai, is really stepping up its efforts to boost the UAE’s food security and support its high-end hospitality scene. They recently announced a strategic partnership with Harvest IQ, a specialist in agritech innovations. Roman Ulyanov, who’s the founder and CEO of Greeneration, shared that this collaboration aims to strengthen their distribution channels and broaden the range of premium, hyperlocal produce supplied to luxury hotels and Michelin-starred restaurants across the region.
Founded only in 2023, Greeneration has quickly become a notable player in Dubai’s fine dining realm by focusing on growing edible flowers, microgreens, and specialty leaves—always with an emphasis on sustainability and freshness. Their standout feature is delivering these ingredients on the very day they’re harvested, which is crucial for preserving flavor, nutrients, and overall quality. Those in the luxury hospitality sector often stress how important fresh, high-quality ingredients are for creating memorable culinary experiences, and Greeneration seems to understand that perfectly.
This new partnership taps into Greeneration’s solid relationships within the hospitality industry, combined with Harvest IQ’s expertise in scaling agritech solutions. Petr Sergeev, co-founder at Harvest IQ, noted that the goal is to speed up the adoption of innovative farming tech and to bolster regional food security. Basically, they’re aiming for a more sustainable future—pretty ambitious, right?
The timing is fitting, too. Greeneration recently expanded by taking over management of an additional vertical farm in Dubai, increasing its growing space by about 712 square meters. This expansion? It’s mainly to ramp up microgreens production—a hot item in the high-end food scene—enabling them to fulfill more orders and improve distribution. This move solidifies Greeneration’s status as a leader in the UAE’s niche vertical farming market, serving elite clients like Michelin-starred spots such as Orfali Bros Bistro and Ossiano, among others.
The farm itself uses some top-of-the-line hydroponic tech to produce pesticide-free crops year-round, all while keeping sustainability at the forefront. Their systems recirculate up to 95% of the water used, and they use LED lighting optimized for developing intense flavors. Not only does this drastically cut down on environmental impact—saving up to 98% water compared to traditional farming—it also supports the UAE’s broader goals of food security and sustainable growth.
Sustainability isn’t just a buzzword for Greeneration, either. They operate with zero-waste principles embedded throughout their supply chain. The produce is grown to order, portioned out carefully, and shipped in reusable crates—no excess stock or single-use plastics here. They cultivate around 25 varieties of greens, like nasturtium, candy-striped amaranth, and micro basil, giving chefs a diverse palette of tastes, colors, and textures to elevate their menus.
This hyperlocal, sustainable produce fits right into the current luxury dining trend, where provenance, eco-responsibility, and freshness are increasingly viewed as markers of exclusivity. According to sustainability insights from Greeneration for 2025, today’s luxury dining experiences are as much about how responsibly ingredients are grown and sourced as they are about flavor. Dubai’s top chefs and mixologists now see locally grown edible flowers and microgreens as not only culinary tools but also symbols of an establishment’s eco-conscious values.
Beyond just supply relationships, Greeneration is woven into Dubai’s culinary landscape. The company works with over 20 top-tier hotels and restaurants, including names like Four Seasons, Marriott, and IHG Hotels & Resorts. This robust network ensures that some of the most discerning guests enjoy the freshest local ingredients, helping to cement Dubai’s reputation as a global gastronomic hub.
All in all, by combining cutting-edge tech, sustainability efforts, and culinary excellence through their partnership with Harvest IQ, Greeneration is essentially setting new standards for vertical farming in the UAE. It’s a significant move towards building resilient, local food systems that meet the demands of a luxury market—while still contributing positively to the region’s food security policies.
As the UAE continues pushing for economic diversification and environmental sustainability, Greeneration’s growth and strategic collaborations really show how agritech innovation can play a vital role in achieving those goals. Their forward-thinking approach—merging advanced cultivation methods with a keen understanding of the luxury hospitality scene—points toward a future where farm-to-table is not just a trend, but a sustainable, flavorful staple of the UAE’s culinary landscape.
Source: Noah Wire Services
- https://www.zawya.com/en/world/middle-east/uae-greeneration-harvest-iq-to-boost-distribution-for-luxury-hospitality-tywmknnl – Please view link – unable to able to access data
- https://www.zawya.com/en/press-release/companies-news/greeneration-expands-operations-with-new-vertical-farm-in-dubai-ixifotot – Greeneration, a Dubai-based vertical farming company, has expanded its operations by taking over a new vertical farm in the city, focusing on growing microgreens. This expansion increases their growing area by 712 square meters, enabling them to meet the rising demand from high-end clientele and reinforcing their position as a leader in premium vertical farming. Greeneration supplies top-tier Michelin-star restaurants and luxury hotels across the UAE, providing same-day harvests to ensure maximum freshness. Their reputation within the HoReCa industry has been built through successful partnerships with renowned restaurants across Dubai, including Michelin-starred establishments like Orfali Bros Bistro, Atrangi, Ossiano, Moonrise, and Smoked Room. The company is well-positioned to partner with other farms, offering expertise in procurement, cultivation, distribution, sales, and full operational management. This venture marks a significant step forward, positioning Greeneration to elevate the farm’s potential and expand its reach in Dubai’s food and beverage market.
- https://www.gulfagriculture.com/news/greeneration-expands-operations-with-new-vertical-farm-in-dubai/ – Greeneration, a leading vertical farming company in Dubai, has 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 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 like Orfali Bros Bistro, Atrangi, Ossiano, Moonrise, and Smoked Room. The company is well-positioned to partner with other farms, offering expertise in procurement, cultivation, distribution, sales, and full operational management. This venture marks a significant step forward, positioning Greeneration to elevate the farm’s potential and expand its reach in Dubai’s food and beverage market.
- https://www.gulftoday.ae/business/2024/03/04/innovative-food-hub-launched-in-dubai – Greeneration, a forward-thinking horticulture company specializing in the cultivation of rare crops and ingredient sourcing tailored to meet the unique needs of the HoReCa industry, has officially launched in Dubai. Established by a team of seasoned professionals with years of experience in the HoReCa and agriculture sectors, Greeneration is located in Dubai Industrial City and 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. Greeneration is committed to providing the most extensive range of premium products available in the market, including microgreens, specialty greens, baby leaves, and edible flowers, offering chefs and bartenders access to the freshest, locally grown ingredients. The company is thrilled to introduce over 70 new types of rare crops to the UAE, grown using top production technology with hydroponic units, enabling year-round, pesticide-free crops, including some that are exclusive to Greeneration.
- https://greeneration.ae/why-sustainability-is-the-new-luxury-in-fine-dining – Greeneration, a Dubai-based vertical farm, emphasizes the importance of sustainability in fine dining. In 2025, luxury in dining is defined by how responsibly each component is grown, delivered, and used. Greeneration supplies chefs with premium sustainable edible flowers and microgreens, offering locally grown, hydroponic, and zero-waste sourcing as the ultimate status symbol in Dubai’s fine-dining scene. Their vertically farmed micro basil, purple radish, and edible petals arrive vibrant, nutrient-dense, and pesticide-free, qualities impossible to match with imported produce. Greeneration’s hydroponic channels recirculate 95% of their water, while stacked grow racks use LED spectra tuned for flavour development, ensuring consistent quality year-round. Their zero-waste mindset includes seeding to order, packing to portion, and delivering in reusable crates, eliminating excess stock and single-use plastics. Greeneration cultivates over 25 varieties of specialty greens, from tangy nasturtium to candy-striped amaranth, building depth, texture, and colour into tasting-menu courses and premium canapés. Their mission is to provide hyperlocal, high-quality, and nutritious greens in the UAE, contributing to the national food security and sustainability initiatives.
- https://www.zawya.com/en/press-release/companies-news/greeneration-farm-partners-with-uaes-top-chefs-and-restaurants-to-elevate-fine-dining-experience-in-uae-jgt7lih7 – Greeneration, a modern vertical farm in Dubai, has secured strategic partnerships with some of the city’s most esteemed chefs and restaurants, enhancing the fine dining experience for discerning guests who come to UAE for a gastronomic journey. Leveraging modern farming technologies, Greeneration supports sustainability, reduces environmental impact, and delivers fresh, locally sourced ingredients that are essential for Dubai’s culinary scene. Greeneration’s advanced vertical farming techniques ensure that all products are fresh, pesticide-free, and ready to eat. These high-quality ingredients include over 70 customizable varieties of microgreens, edible flowers, and specialty leaves such as Shiso, Oxalis, Watercress, and Tagetes, as well as popular microgreens like Pea Shoots, Basil, Mustard, and Arugula. Greeneration’s hyperlocal hydroponics vertical farming significantly reduces CO2 emissions and conserves up to 98% more water compared to traditional farming methods. This sustainable approach supports healthier ecosystems and minimizes environmental impact, helping restaurants and hotels achieve their sustainability goals. Greeneration is trusted by over 20 esteemed clients, including Millennium Hotel & Resorts, Salmon Guru, Orfali Bros, Bistro Aamara, Girl and the Goose, Lulu & The Beanstalk, Atrangi Restaurant, Alici Restaurant, IHG Hotels & Resorts, Four Seasons, Iris Dubai, Jun’s, Marriott, Intercontinental, KRASOTA and more. These collaborations ensure that Dubai’s fine dining establishments can offer dishes that feature the freshest and most flavorful ingredients.
- https://www.foodhq.world/issue-sections/latest-news/vertical-farming-growth/greeneration-expands-operations-with-new-vertical-farm-in-dubai/ – Greeneration, a leading vertical farming company in Dubai known for its innovative approach, has 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 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 like Orfali Bros Bistro, Atrangi, Ossiano, Moonrise, and Smoked Room. The company is well-positioned to partner with other farms, offering expertise in procurement, cultivation, distribution, sales, and full operational management. This venture marks a significant step forward, positioning Greeneration to elevate the farm’s potential and expand its reach in Dubai’s food and beverage market.
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:
8
Notes:
The narrative presents recent developments, including Greeneration’s expansion and partnership with Harvest IQ. The earliest known publication date of similar content is from 2024, indicating freshness. The report appears to be based on a press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were found. The content does not appear to be recycled across low-quality sites or clickbait networks.
Quotes check
Score:
9
Notes:
The direct quotes from Roman Ulyanov and Petr Sergeev are unique to this narrative, with no identical matches found in earlier material. This suggests potentially original or exclusive content.
Source reliability
Score:
7
Notes:
The narrative originates from Zawya, a reputable news outlet. However, the report appears to be based on a press release, which may affect the perceived objectivity. The individuals mentioned, Roman Ulyanov and Petr Sergeev, are associated with Greeneration and Harvest IQ, respectively, and can be verified online.
Plausability check
Score:
8
Notes:
The claims about Greeneration’s expansion and partnership with Harvest IQ are plausible and align with known industry trends. The narrative includes specific details about the partnership’s goals and the companies’ backgrounds, enhancing credibility. The language and tone are consistent with typical corporate communications.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative presents recent developments regarding Greeneration’s expansion and partnership with Harvest IQ, with no significant issues identified in freshness, quotes, source reliability, or plausibility. The content appears original and credible, warranting a ‘PASS’ verdict with high confidence.
