Dubai, United Arab Emirates – October 2024 – Future Food Foundry (3F), a leading force in agri-food technology based in the UAE, has made a substantial minority investment exceeding USD 5 million in Greeneration, a prominent longevity brand company. This strategic investment is set to advance local food supply and bolster the UAE’s objectives for food sustainability and security.
Greeneration has rapidly established itself as a vital player in Dubai’s agricultural sector, focusing on hyperlocal production through its high-end specialty greens vertical farm. The farm specializes in cultivating premium edible flowers, microgreens, and specialty leaves designed specifically for high-end culinary professionals. With this new investment, 3F aims to support Greeneration’s expansion beyond fine dining ingredients, guiding it toward its broader vision of becoming a comprehensive longevity brand.
Greeneration’s mission emphasizes health and sustainability, with plans to diversify its product offerings to include superfoods, adaptogens, and medicinal herbs. These products are intended to enhance long-term vitality and holistic well-being for consumers. The investment will facilitate Greeneration in achieving breakeven and launching its first sub-brands within its longevity platform while maintaining a commitment to food safety and culinary excellence in the UAE.
Leo Musatov, Co-Founder and Managing Director of Future Food Foundry, remarked, “This investment marks a significant milestone in our mission to create a new generation of superfoods with restorative health benefits. Greeneration’s innovative approach and rapid commercial success have positioned them as a leader in the sector. Their focus on functional foods aimed at longevity is redefining their brand and aligning perfectly with our goals of enhancing food security in the UAE.”
Roman Ulyanov, Founder of Greeneration, expressed his excitement about the partnership, stating, “Collaborating with Future Food Foundry aligns with our vision for the future of food. This investment strengthens our role as a supplier of premium ingredients while supporting our transition into a longevity brand. We are introducing new products centered on sustainable health, anti-aging, and holistic wellness, paving the way for a healthier future.”
The UAE’s historical reliance on food imports poses significant challenges to its food security. By investing in Greeneration, 3F is actively working to reduce this dependence and support the UAE’s vision for a resilient, self-sufficient food system. Greeneration’s innovative vertical farming practices align seamlessly with 3F’s mission to integrate cutting-edge technology with traditional knowledge for a more sustainable future.