The technologically advanced indoor farming project will significantly increase the Middle East’s non-petroleum-based exports

Mastronardi Produce Ltd--Mastronardi- DeJoria Launch GIVE Partne

Image: GIVE's Middle East location will be the world's largest and most technologically advanced indoor farming project. Photo: courtesy of CNW Group/Mastronardi Produce Ltd.

North American greenhouse grower Mastronardi Produce has partnered with serial entrepreneur John Paul DeJoria for the development of world’s largest and technologically advanced indoor farming project in the Middle East.

Green International Ventures (GIVE), a newly formed company, will work on the Middle East indoor farming project and will spread locally grown fresh produce across the world through its advanced high-density farming system.

John Paul DeJoria said: “The introduction of this revolutionary model in the Middle East is the first step of many towards increasing global access to sustainably grown fruits and vegetables.”

Technologically advanced indoor farming project in Middle East

The project, which will be the first one for GIVE venture, will help decrease the Middle East’s dependence on imported food and increase the region’s non-petroleum-based exports.

GIVE will also help in the integration of advanced AgTech initiatives into the local farming community, in addition to expand knowledge of sustainable agricultural techniques by creating a permanent research and development facility in the region.

All GIVE projects deploy advanced high-density farming systems, which integrate a multitude of modern growing systems such as water-saving irrigation and energy-efficient lighting.

They will also take the support of advanced automation and robotic devices, AI processes for predictive analysis, and real-time crop and soil monitoring.

Produce grown in the advanced systems will be commercialised under the Sunset brand, which has multiple exclusive labels such as Campari branded tomato and Aloha pepper.

In a statement, Mastronardi Produce president and CEO Paul Mastronardi said: “As pioneers in the greenhouse industry, we are passionate about increasing access to local, sustainably grown fruits and vegetables.

“Our first location in the Middle East will allow us to reach over half the world’s population in less than 8 hours, and this is just the start. Look for more global locations as we continue to scale to meet the growing need for food security, safety, and sustainability.”