Time out with Roman Ulyanov, founder and MP of Greeneration

Time out with Roman Ulyanov, founder and MP of Greeneration

Roman Ulyanov is a serial entrepreneur and visionary of the future. In addition to spearheading Greeneration, a leading food hub in Dubai, he serves as an investment director for a major international company. In this exclusive interview, we learn more about his work and how Greeneration is assisting businesses.

What specific role do microgreens play in promoting sustainability and resilience within urban farming initiatives?

Microgreens grow fast, ready in one to three weeks, offering year-round fresh produce while reducing long-distance food transportation, thus benefiting the environment. Moreover, packed with vitamins and antioxidants, they provide significant nutritional benefits even in small amounts. Grown indoors using hydroponics or vertical farming, microgreens are ideal for year-round farming, decreasing cities’ dependence on external food sources and enhancing food security. In short, growing microgreens in cities produces food locally, reduces environmental impact and enhances resilience against food supply disruptions. Additionally, requiring little space, nutrient-dense microgreens grow quickly. Furthermore, Greeneration stands out with precision farming, consistent year-round produce and a unique range of 70 crops. Ultimately, by ensuring a steady food supply year-round, microgreens promote urban farming sustainability and security.

What is your specialty in terms of cultivation and distribution?

Our company takes complete responsibility for managing all aspects related to the growth and delivery of top-quality microgreens and edible flowers. Firstly, we select the best seeds available in the market. We ensure that these seeds are of the highest quality, promising a superior product once they grow. Next, the cultivation process begins. Here, we monitor the growth of these plants, ensuring that they receive optimal care and attention. This includes providing the right amount of water, sunlight and nutrients necessary for their growth. It’s a delicate process, and every detail matters.

Following the cultivation stage, comes the harvesting stage. We use precise techniques to carefully pick these microgreens and edible flowers at their peak. This ensures that they remain fresh and retain their flavor until they reach our customers.

Finally, we have the distribution process. It’s our responsibility to ensure that our produce reaches our customers in the best condition. This involves careful packaging and swift delivery, maintaining the freshness and quality of our produce. All of these efforts are centered on one thing: quality. Our aim is to provide our customers with the best range of flavorful produce. By focusing on every detail, from seed selection to delivery, we ensure a consistent supply of exceptional produce to our customers.

Why do you emphasize the importance of ingredient quality in creating memorable dining experiences for customers?

Creating a food experience is at the heart of what we do, and using top-quality ingredients is an essential part of that. Firstly, we believe that the secret to a truly unforgettable dining experience lies in the details. It can be found in the choice of premium ingredients that deliver a symphony of flavors, textures and visual appeal. By choosing only the best, we do more than just meet our customers’ expectations. Instead, we strive to surpass them, presenting a culinary journey that’s defined by exquisite tastes, tantalizing textures and a feast for the eyes. From plating to the last bite, we strive to create memorable dining experiences that linger in our diners’ memories. Moreover, our commitment doesn’t end at the dining table. Instead, it’s a promise that begins at the source.

It is about the selection of the finest ingredients and extends to every aspect of our service. Our dedication to excellence shines through in every aspect, from warm greetings to attentive service and careful dish preparation. This unwavering commitment to quality and excellence underscores our dedication to providing a gastronomic experience that is second to none. With premium ingredients and exceptional service, we strive to create memorable dining experiences that our customers will cherish forever.

What types of products do you offer in your range of high-quality microgreens and edible flowers?

We offer a broad collection of high-quality microgreens, baby leaves, specialty greens and edible flowers, catering to diverse culinary tastes. Firstly, our assortment is carefully chosen to meet a wide variety of preferences. Secondly, we have everything from flavorful arugula microgreens to vibrant nasturtium flowers. Moreover, we also offer specialty greens like Shiso or Buzz Flowers, adding an exotic touch to dishes. Additionally, our tender baby leaves offer a mild flavor, perfect for those who prefer a lighter taste. Furthermore, in addition to individual plants, we provide microgreens in punnets and cut forms. These options allow for versatility in use, whether you’re a professional chef or a home cook. Lastly, grown with meticulous care, our products meet the highest quality standards, ensuring a culinary masterpiece every time.

How are your microgreens and edible flowers cultivated and what technology do you use in their growth process?

Our microgreens and edible flowers thrive in hydroponic systems enhanced by advanced AI technology, ensuring optimal growth conditions. This innovative method empowers us to meticulously control crucial parameters such as light, nutrients, and temperature. Additionally, our operations are bolstered by a sophisticated IT infrastructure integrated with AI, maintaining stringent quality standards. This constant monitoring ensures that our produce consistently meets the highest quality benchmarks. Moreover, we continuously invest in expanding our IT capabilities to accommodate a diverse range of crops, catering to regional culinary preferences. Furthermore, our hydroponic cultivation method conserves water and eliminates the need for pesticides, promoting cleaner and healthier greens. We take pride in our just-in-time harvesting approach, guaranteeing maximum freshness and nutritional value. Ultimately, our commitment to cutting-edge technology and smart farming practices enables us to deliver superior-quality microgreens and edible flowers, ensuring a fresh and nutritious dining experience for our customers.


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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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