Roman Ulyanov, Founder and CEO of Greeneration, highlighted the critical role of the private sector in shaping a sustainable food economy at the Forbes Middle East Stage. The panel “Green is the New Growth: Unlocking Private Sector Potential in Driving the Food Economy” took place during the Sharjah International Government Communication Forum 2025 (Sharjah IGCF).
Joined by Mark Wyllie, CEO of Camelicious, and moderated by Layan Abo Shkier of Forbes Middle East, Roman explored how businesses can lead the transition to greener food systems through circular practices, regenerative agriculture, and sustainable value chains.
Roman emphasized that going green is about innovation, collaboration, and education. He shared his insights on how companies can drive meaningful change while delivering high-quality, sustainable products, underscoring why Greeneration is committed to spreading the message of sustainability and inspiring positive transformation across the food sector.
Roman Ulyanov, Founder & CEO of Greeneration, commented:
- “Governments set the rules, but the private sector, driven by market demand and the need to innovate, is the true engine of change and has the agility and capital to build a profitable, sustainable, and revolutionary food economy.”
- “Sustainable agriculture is no longer optional — it’s essential. The private sector has the responsibility and the capability to lead the shift towards greener, smarter food systems, not just through innovation in technology, but by fundamentally realigning incentives. We’re the ones who can attract the necessary capital and talent, create scalable, profitable models that reduce environmental impact, and build resilient supply chains from the ground up.”
- “Vertical farming represents the future of sustainable produce, capturing both the premium sector where brands like Greeneration win, and the consumer sector, where everyday salads and vegetables are revolutionized. By innovating today, we are securing the food economy of tomorrow.”
Under Roman’s leadership, Greeneration has rapidly established itself as a pioneer in hydroponic vertical farming. Founded in Dubai in 2023, the company since expanded to a second vertical farm, and specializes in edible flowers, specialty leaves, and rare crops for the luxury HoReCa sector, serving Michelin-starred restaurants and top-tier hospitality brands including Atlantis The Royal, Jumeirah Hotels & Resorts, and Ossiano. Greeneration combines sustainability, innovation, and premium quality to redefine the UAE’s luxury dining landscape.
At the Sharjah IGCF 2025, Greeneration showcased how vertical farming can strengthen regional food security and support innovation while maintaining efficiency and consistent quality for the HoReCa sector. The forum gathered global leaders, innovators, and businesses to discuss sustainability, innovation, and the future of communication, providing a powerful platform for sharing knowledge and best practices.
