Canadian home hydroponics start-up finds UAE distributor

By RJ Whitehead

- Last updated on GMT

Canadian home hydroponics start-up finds UAE distributor
Urban Cultivator has appointed Italian Food Masters as its sole distributor to supply its hydroponic gardening appliances to consumers and food service operators in the United Emirates.

The Canadian company’s equipment serves as an indoor garden for fresh herbs, microgreens and vegetables.

Its pre-programmed control centre self-regulates water, light and humidity levels inside the unit​,” said Corrado Chiarentin, general manager of Italian Food Masters. 

With a little weekly maintenance you’ll be able to enjoy lush, flavourful greens in days​.” 

An HACCP-certified importer and distributor of frozen and fresh food and beverages Dubai-based Italian Food Masters supplies hotels, restaurants, and food retailers across the GCC.

Last year, Urban Cultivator launched its first Living Produce Aisle, a brick-and-mortar store that combines a local grocer, salad bar and the company’s appliances, in Vancouver. 

"Our objective is to open Living Produce Aisle franchises worldwide, so that we may educate people on the many benefits of harvesting live greens compared to pre-cut herbs and microgreens​,” said Tarren Wolfe, the start-up’s founder and chief executive. 

In most cases, within 24 hours of plucking a live green, half of the nutritional value is lost. The Living Produce Aisle affords communities greens at peak nutrition and reduces the carbon footprint of unnecessary food transport​.”

Though Urban Cultivator, which was founded in 2010, will not as yet export the Living Produce Aisle concept to the notoriously convenience-led Middle Eastern retail segment, Chiarentin said that its hydroponic appliances fit in line with the UAE’s commitment towards reducing carbon emissions in the country by producing locally grown produce. 

Growing your own shows an operator’s commitment to locally sourced and sustainably grown ingredients, cutting down on transportation and unnecessary waste. The concept is simple: harvest what you need, when you need it, and let the rest continue to grow​.” 

Related topics: Business, Middle East, Supply chain

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