Future Food Foundry Invests US$5 Million in Greeneration

Future Food Foundry (3F), a UAE-based agri-food technology company, has pumped US$5 million worth of investments in Greeneration, a specialty greens vertical farm. 

Greeneration, located in Dubai, is known for growing and supplying premium edible flowers, microgreens, and specialty leaves to meet the needs of high-end culinary professionals. With support from 3F, Greeneration will expand its focus from premium ingredients to developing products aimed at long-term health and sustainability, including a range of superfoods like spirulina, chia seeds, and goji berries, as well as adaptogens such as ashwagandha and rhodiola, medical herbs like turmeric and ginger, functional foods with probiotics, and sustainable plant-based proteins. 

The investment will enhance operations and scale production, ensuring fresher and more accessible produce for the local market while minimizing the environmental impact associated with long-distance food transport. It will also help Greeneration reach financial breakeven and launch its first sub-brands under its new longevity platform. 

Leo Musatov, co-founder and managing director of 3F, told Inc. Arabia that the partnership with Greeneration allows 3F to expand beyond premium culinary ingredients and explore new categories of superfoods that focus on health benefits, particularly for the gut and brain. 

“We are taking a significant step toward revolutionizing food production to meet both nutritional needs and sustainability demands,” Musatov said, adding that 3F’s strategy is to build a network of companies that will transform food production through sustainability and innovation. Musatov explained that the company's investment focus is built upon four key pillars: leafy greens and plant-based superfoods, which form the foundation for nutrient-dense, sustainable food options; functional ingredients like edible flowers and microgreens, which are essential for culinary applications and promoting health; plant-based proteins, which represent what he says is “an exciting avenue with immense growth potential;” and value-added products that will elevate nutritional and functional benefits.  

Roman Ulyanov, founder of Greeneration told us that Greeneration is utilizing its vertical farming technology to diversify its offerings as it evolves into a sustainability-driven longevity brand that will support extended healthspans through a range of specialized nutrition products that support physical and cognitive well-being. 

“Our vertical farm is just the first step toward this goal,” he remarked. "While we are currently recognized for specialty greens, the future of Greeneration lies in producing functional foods — such as adaptogens and superfoods — that are scientifically proven to support well-being, boost health, and promote longevity.” 

Ulyanov acknowledged the challenges that lie ahead, particularly in consumer education. “One of the primary challenges we anticipate is consumer education. While there is growing awareness of functional foods, many consumers in the region may not yet fully understand the health benefits of superfoods or adaptogens. We will need to bridge this gap and demonstrate how longevity products will fit into everyday diets,” he said. 

Greeneration’s longevity products will be available to both consumers and businesses, leveraging its pre-existing partnerships and potentially setting up direct-to-consumer channels like online platforms and premium retail outlets.  

In a region where nearly 80 percent of food is imported, Greeneration’s initiatives are vital for enhancing local food security. Ulyanov highlighted that the investment from 3F will significantly reduce reliance on imports by expanding Greeneration's capacity to grow high-quality, nutrient-rich foods locally. “Our vertical farms utilize 95 percent less water than traditional farming methods,” he noted, explaining how this approach creates a sustainable food system to meet the UAE’s rising demand for health-focused foods. 

“By focusing on local production, we aim to reduce food miles, improve product freshness, and provide nutrient-dense greens designed to enhance health and vitality,” said Ulyanov. 

Greeneration’s ambitions align with Plant the Emirates, a national initiative launched by HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Ruler of Dubai in October. The initiative aims to improve agricultural development and boost food security in the UAE. Ulyanov emphasized that initiatives like Plant the Emirates create a supportive environment for companies like Greeneration by promoting local food production and environmental sustainability. 

“By encouraging local food production, initiatives like Plant the Emirates provide financial incentives, government support, and increased public awareness, all of which can accelerate our expansion efforts,” he stated.