Speaking at the Sharjah International Government Communication Forum 2025, Roman Ulyanov, founder and CEO of Dubai-based vertical farmer Greeneration, urged the private sector to take the lead in building a sustainable food economy.
“We’re the engine of change”
Ulyanov said that while governments set the rules, it is businesses – driven by market demand and innovation – that have the agility and capital to reshape the future of food.
“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,” he said.
Redefining luxury dining with sustainability
Greeneration operates a high-tech vertical farm specializing in premium edible flowers, microgreens, and rare crops, using hydroponic and aeroponic systems to minimize water use and maximize freshness for hotels, restaurants, and catering businesses. Clients include Atlantis The Royal, Jumeirah Hotels & Resorts, and Ossiano
Ulyanov 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.
“Sustainable agriculture is no longer optional – it’s essential,” he said. “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.”
A call to action for sustainable innovation
Ulyanov emphasized that going green is about innovation, collaboration, and education and closed with a call for collaboration, education, and bold innovation across the food sector.
“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,” he said. “By innovating today, we are securing the food economy of tomorrow.”
