KASO supports Greeneration’s efforts to boost GCC sustainability and food security

KASO, the leading digital food procurement platform, has partnered with Greeneration, Dubai’s high-end vertical farm, to boast the GCC’s sustainability and food security.

This collaboration grants restaurants access to fresh, locally grown microgreens, herbs, and edible flowers — addressing the region's reliance on imported produce and the pressing issue of food waste. 

With the UAE importing 80-90% of its food, the region faces significant supply chain vulnerabilities. Food waste in the UAE is staggering at 1.3 million tons per year, with restaurants relying heavily on imported produce. Through KASO's innovative platform, restaurants can now directly connect with local suppliers like Greeneration, streamlining procurement and reducing both environmental impact and food waste. 

This direct link provides restaurants with quick, seamless ordering and ensures they receive the freshest, most sustainable products available, supporting their eco-friendly initiatives. KASO helps suppliers like Greeneration target the right clients, ensuring their premium ingredients reach top-tier establishments that can maximize their impact. 

Fresh, Local, and Unique Ingredients

The UAE’s vibrant food scene, fueled by the arrival of Michelin-starred restaurants and celebrity chefs, has significantly accelerated the demand for fresh, local, and unique ingredients. Microgreens and edible flowers are leading this culinary evolution, offering chefs a way to enhance both the visual appeal and nutritional value of their dishes. 

With Dubai adding five Michelin stars in 2024 and globally recognized restaurants such as La Dame de Pic and Row on 45 gaining traction, the appetite for niche, premium ingredients has grown exponentially. Greeneration has been integral to this transformation, providing chefs with fresh produce that meets sustainability goals while allowing them to push the boundaries of fine dining. 

A Sustainable Partnership for the F&B Sector

“Our mission is to connect restaurants with the highest-quality ingredients while championing sustainability. By partnering with Greeneration, we’re helping restaurants access fresher, longer-lasting produce, which not only reduces waste but also enhances their menu offerings,” said Manar Alkassar, co-founder of KASO.

The rise of vertical farming is pivotal to reshaping the F&B sector in the GCC, reducing reliance on imports, and providing a viable, sustainable supply of fresh ingredients. Greeneration’s produce allows chefs to push culinary boundaries, from fine dining to casual eateries, without compromising on quality or sustainability.

Chef Gabriela from Girl and The Goose, an upscale supper club in Dubai, shared her excitement for Greeneration’s ingredients and their role in her menu: “I am currently developing a new dish for our seasonal menu with a very traditional cheese from Central America. It is served as a light and airy foam top with tomato confit and morita chili oil. The Calendula edible flowers, along with the Coriander and Basil microgreens from the Greeneration collection, add a unique depth and fresh flavors to the dish, contributing to a well-rounded and balanced bite.”

Driving Food Security and Sustainability in the GCC

As governments across the region invest in food security, the partnership between KASO and Greeneration is a critical step toward building a more resilient and eco-friendly supply chain.

Roman Ulyanov, Founder of Greeneration, added: “We are proud to bring our fresh, locally grown produce to the region’s top restaurants even easier than before – through a streamlined app. Our partnership with KASO allows us to contribute to the GCC’s food security goals while offering restaurants the best in sustainable ingredients.”