Greeneration and 3F Partner to Revolutionize UAE’s Food Security with Sustainable Superfoods

Future Food Foundry (3F), a UAE-based agri-food tech company, has invested $5 million in Greeneration, a vertical farm in Dubai known for premium edible flowers, microgreens, and specialty leaves for high-end chefs. With 3F’s support, Greeneration will shift from premium ingredients to health and sustainability-focused products, including superfoods like spirulina and chia seeds, adaptogens such as ashwagandha, medical herbs like turmeric, functional foods with probiotics, and sustainable plant-based proteins. This investment will boost operations, scale production, and reduce the environmental impact of long-distance food transport. It will also help Greeneration achieve financial stability and launch new sub-brands under its longevity platform.

Leo Musatov, co-founder and managing director of 3F, stated that this partnership allows 3F to explore new superfood categories that benefit gut and brain health. He emphasized that 3F aims to revolutionize food production through sustainability and innovation, focusing on leafy greens, plant-based superfoods, functional ingredients, plant-based proteins, and value-added products.

Roman Ulyanov, founder of Greeneration, mentioned that the company is using vertical farming to diversify its offerings and become a sustainability-driven longevity brand. He highlighted the importance of consumer education on the benefits of superfoods and adaptogens, aiming to integrate these products into everyday diets. Greeneration’s longevity products will be available to both consumers and businesses, leveraging existing partnerships and potentially setting up direct-to-consumer channels.

In a region where nearly 80% of food is imported, Greeneration’s efforts are crucial for improving local food security. Ulyanov pointed out that 3F’s investment will greatly reduce dependence on imports by increasing Greeneration’s ability to grow high-quality, nutrient-rich foods locally. He noted that their vertical farms use 95% less water than traditional farming methods, creating a sustainable food system to meet the UAE’s growing demand for health-focused foods. By focusing on local production, they aim to cut down on food miles, enhance product freshness, and provide nutrient-dense greens to boost health and vitality.

Greeneration’s goals align with the Plant the Emirates initiative, launched by HH Sheikh Mohammed bin Rashid Al Maktoum, which aims to enhance agricultural development and food security in the UAE. Ulyanov emphasized that such initiatives support companies like Greeneration by promoting local food production and environmental sustainability. He mentioned that Plant the Emirates offers financial incentives, government support, and increased public awareness, all of which can help accelerate their expansion efforts.