Daria Shchurik, Head of Marketing and Growth at Greeneration, joined leading experts at Agra Middle East 2025 to discuss the economics and viability of vertical farming in the MENA region.
On 7th of October, Greeneration took part in Agra Middle East 2025, the region’s leading platform for sustainable agriculture and agri-tech innovation. Representing the company, Daria Shchurik, Head of Marketing and Growth, joined the expert panel “Vertical Farming and the Rise of Layered Agriculture” moderated by Luke Hutson, Chief Editor at New Ag International, UK, to explore how innovation is reshaping food production across urban and desert environments.
The discussion addressed the growing importance of controlled-environment agriculture (CEA) in meeting global food demand amid shrinking arable land and expanding cities. Vertical farming now stands as a scalable solution to produce more food using fewer natural resources, making it a key pillar of food resilience in the Middle East.
Panel Highlights
- Innovative methods in hydroponics, aeroponics, and multi-tier farming systems
- Techniques to increase crop yields while reducing water use and avoiding chemical inputs
- Best practices for operational efficiency, energy management, and achieving strong ROI
- Success stories from urban and desert vertical farms across the MENA region
- The role of supportive policies and partnerships in enabling scalable and sustainable agriculture
Ms. Shchurik shared insights from Greeneration’s experience in sustainability, innovation, and growth, emphasizing that vertical farming has evolved from concept to infrastructure. Her contribution also reflected the expanding role of women leaders in agri-innovation, connecting technology, marketing, and sustainable strategy.
“The future of farming lies in precision, collaboration, and innovation for ultra fresh locally grown food available to everyone,” said Daria during the session. “As a high-end vertical farm for luxury HoReCa, we are focused on addressing the import-reliance challenge of the region, one restaurant at a time.”
While many vertical farms have struggled economically amid rising energy prices driven by global political instability, a clear pattern has emerged among those that succeed. The profitable players are either the ones that have reached an economy-of-scale equilibrium — large enough to spread fixed costs and negotiate better energy terms — or those that focus on premium, high-margin crops whose value justifies the high costs of controlled-environment infrastructure.
AgraME 2025 brought together global experts, investors, and policymakers driving the region’s transition toward sustainable and climate-resilient agriculture. Greeneration’s participation highlighted its ongoing commitment to advancing smart farming systems and fostering dialogue that shapes the future of food production in the UAE.
