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Pure Harvest Smart Farms, How To Grow Local In The Middle East ?
In the UAE where the climate is arid and very hot most of the time of the year, growing local and fresh vegetables can be a challenge or even impossible
03.11.20
Pure Harvest Smart Farms is a tech company that tries to disrupt the agricultural market in the UAE by tackling the problem of food security.
In the UAE where the climate is arid and very hot most of the time of the year, growing local and fresh vegetables can be a challenge or even impossible. There are imports from other countries to secure fresh vegetable supply year-round, but due to the air freight, the products aren’t fresh and are expensive. An issue that Pure Harvest farm tries to address by bringing the best of agriculture technology to develop fresh and locally grown tomatoes in the UAE. Today the company has raised $100 million to expand its production, and start growing in Saudi Arabia and Kuwait. We met Sky Kurtz, its CEO, and Co-Founder.
What is controlled environment agriculture and why is it so important in the UAE today?
Controlled environment agriculture (CEA) is the strategy taken by Pure Harvest to tackle the issue of food security. This means we engage in CEA with hybrid growing solutions that provide precise climate and environmental controls to deliver quality fresh produce. Pure Harvest’s CEA ensures increased productivity and reduced waste (including water, energy, time, and transport). The UAE is the perfect starting point for us to expand our agritech solutions into other import-reliant regions. There is a huge amount of sun energy waiting to be harnessed!
In which aspects is Pure Harvest disrupting the industry compared to other traditional greenhouses?
The UAE’s arid climate is the right laboratory for the conditions needed for this kind of project and as a result, Pure Harvest is now entering the world stage as a tech-agricultural business tackling the problem of food security. Some other vertical farming countries in the world such as the United States, Holland, France are looking at similar solutions but don’t have the right conditions or a laboratory. The gap between traditional greenhouse countries and import countries has been bridged, this is particularly relevant given the risk of long term import reliance exposed by the Covid-19 pandemic.
What kind of technologies do you use to grow fresh vegetables in the hostile climate of the UAE?
Pure Harvest integrates world-leading Dutch greenhouse growing technologies together with our proprietary climate management systems. Pure Harvest seeks to leverage innovative semi-closed growing technology (with overpressure climate control and mechanical cooling) in order to pioneer year-round production of affordable, premium quality fresh produce.
What kind of crops do you grow in your greenhouses today?
We are currently growing 26 varieties of tomatoes and 6 varieties of strawberries. We are creating new markets, not just displacing existing commercial import markets. There are over 400 commercial varieties of tomato, and Pure Harvest is proud to grow six that have never before been seen. We’re aiming to be able to produce anything which already grows under a Mediterranean climate in any variety.
Last April, you secured a multi-stage investment commitment valued at over USD 100 million with Wafra Investment company. Which kind of developments do you expect for the company?
This year, the company entered into a first-of-its-kind retailer-integration partnership with The Sultan Centre (TSC) in Kuwait, creating a ‘farm center’ that will include edutainment, a retail farmers’ market, and an integrated café. We are completely committed to supporting public initiatives focused on improved food security, water conservation, skilled job creation, and economic diversification. Through constant engagement with governments, schools, and research institutions, we believe that together, we can lead the Middle East into the next generation of sustainable agriculture.
SEE ALSO A French-Tunisian startup changes the future of sustainable agriculture with insect proteins
3 November 2020
VIDEO: “Everyone Can Become A City Farmer”: Interview With iFarm’s Co-Founder And CEO Max Chizhov
If you’re interested in agtech and the future of food but also in having a positive social impact, reducing our carbon footprint, or how to build a solid team in a startup, you’ll find some good advice from Max
October 13, 2020
Today’s agricultural models have shown their limits in terms of their impact on the environment, biodiversity, and production. In a bid to reduce pollution, biodiversity loss, and shrinking yields, one solution presented has been ‘vertical farming’, otherwise known as growing crops in vertically stacked layers, and in a controlled environment.
We recently caught up with Max Chizhov, co-founder and CEO of Helsinki-based iFarm, a startup founded in 2017 that are providing ‘plug&play’ automated vertical farms for stores, restaurants, warehouses, and even homes. We asked him a few questions about things that matter when you’re an entrepreneur and leading your company to grow.
If you’re interested in agtech and the future of food but also in having a positive social impact, reducing our carbon footprint, or how to build a solid team in a startup, you’ll find some good advice from Max down below.
Hello Max, thank you for being with us today. Could you please give us a short overview about how you became an entrepreneur as well as why you founded iFarm?
In 2017, I was looking for a project that, on the one hand, would be interesting for me from a professional point of view, and on the other, bring tangible benefits to the society. I already had experience in the technological field, that is why I focused on that area. At that time, I also met Alex Lyskovsky, who had just finished a course at a culinary school in France. That experience left him wondering whether it was possible to grow high-quality vegetables all year round, regardless of climate conditions and with the least environmental impact, ideally making profit. His story resonated with me, so I researched the topic thoroughly and realized that that was something I really wanted to do — that’s how iFarm was born.
iFarm is based in Vantaa, Finland. What is your opinion on the environment for creating a tech company there?
Finland offers a favorable environment for tech startups that care about the social side of business as much as the profits. It has a strong community of tech entrepreneurs, an excellent networking base, and government support.
iFarm has announced recently an approx. €3.6 million seed investment. What are your future plans with such capital?
The company will use the funding to develop our iFarm Growtune IT platform that enables operations of multiple varieties of vertical farms and quadrupling the number of plants available to iFarm’s tech. In addition, iFarm will be optimizing its automated production lines to reduce labor costs and complete experiments with growing strawberries, cherry tomatoes, sweet peppers, radish, and other crops.
We are also currently preparing for Series A round, which will take place in Q4’2020 – Q1’2021. Next year we are planning to expand our presence in Northwest and Central Europe and the Middle East.
This news comes amidst great uncertainties with COVID-19. Has the pandemic impacted your activities and priorities as a company?
Over the last few years, the overall trend in agriculture has been to localize production. This is due to the high rates of urbanization, growth of population, and in 2020 the additional impact of the Covid-19 pandemic and the quarantine following it that made the problems of long supply chains and food security even more obvious.
Such conditions make growing vegetables, berries, and greens in the immediate vicinity of the consumer a necessity. Countries have begun to think strategically about food security issues, which brought us several large customers.
From the point of view of organizing teamwork, we did not face any difficulties. Even before the pandemic, we had been building processes and implementing tools for smooth work of an effective remote team.
Since 2017, your team has grown to over 20 people. What tips would you give to someone who wants to build a solid team?
Create a welcoming atmosphere and avoid strict hierarchies. At iFarm, every employee has the opportunity to contact the founders, ask any question, or come up with a proposal. This does not require full control over tasks and is based on the trust and professionalism of each team member. Top management is to come to the rescue when necessary and prioritize a large pool of operational issues. This increases the level of employee motivation and loyalty, that is how we manage to achieve our goals and to meet deadlines, while maintaining high quality.
Hire people that share your company’s mission and values, are independent and self-organized. We allow for mistakes to take place, they can happen and it is part of the process. Reflecting on these mistakes, understanding their essence and cause helps employees to become stronger and more confident, and to avoid them in the future.
In your opinion what makes iFarm stand out from the competition?
iFarm provides a turnkey solution, so our clients do not need to have special knowledge — everyone can become a city farmer and produce crops for sale; traditional agricultural productions will be able to modernize their capacities, and such businesses as HoReCa, retail and food manufacturers will receive a technological solution that ensures uninterrupted supply of ingredients for their dishes and goods.
Another important advantage of iFarm is the range of crops that can be grown using our technology, while most vertical farms in the world produce the same salads and greens, which is often criticized in the market.
What is it like to tackle such an important issue as food and agriculture?
That is a great challenge and a great responsibility. On the one hand, we want to ensure access to healthy and high-quality food for as many people in the world as possible, on the other hand, we want to conserve the natural resources of our planet and minimize our carbon footprint. Thus, creating iFarm technology, we are always guided by these principles when making decisions that affect this result.
What is your advice to young entrepreneurs looking to kick off their own agtech company?
Don’t be afraid to make mistakes, set ambitious goals, work in a team, and remember to delegate.
FREE ZOOM WEBINAR'S: Perennia's Virtual Field Days - Sept 8, 9 and 10
Virtual Field Days – Sept 8, 9 and 10
Tuesday, September 8, 2020, at noon (ADT)
You’re invited to Perennia’s Virtual Field Day on Insects and Pests. Join us for an online session on Tuesday, September 8, at noon (ADT) to hear from Perennia crop specialists, researchers and producers.
AGENDA
Viticulture Specialists, Francisco Diez, will discuss Grape Phylloxera with guest Dr. Deb Moreau, AAFC
Acting Vegetable Specialist, Caitlin Congdon will present information on a trial for management of cucumber beetle and squash bug, with guest Dr. Suzie Blatt, AAFC
Field Crops Specialist Sonny Murray, Acting Vegetable Specialist Caitlin Congdon and Dr. Jocelyn Smith of the University of Guelph discuss Bt Trials for Control and resistance development of corn insect pests
Wednesday, September 9, 2020, at noon (ADT)
You’re invited to Perennia’s Virtual Field Day on Production Systems. Join us for an online session on Wednesday, September 9, at noon (ADT) to hear from Perennia crop specialists, researchers and producers.
AGENDA
Manager of Horticulture Jennifer Haverstock and Protected Crops Specialist Talia Plaskett will chat about strawberry production substrate with guest speakers Jackson Lore etc.
Protected Crops Specialist Talia Plaskett will discuss shipping container greens with guest speaker Phil Hatcher from Very Local Greens
Thursday, September 10, 2020, at noon (ADT)
You’re invited to Perennia’s Virtual Field Day on Weed Management. Join us for an online session on Thursday, September 10, at noon (ADT) to hear from Perennia crop specialists, researchers and producers.
AGENDA
Wild Blueberry Specialist Hugh Lyu discusses the major weed species in wild blueberries
Tree Fruit Specialist Michelle Cortens talks about weed identification in apple production
Manager of Horticulture Jennifer Haverstock and Gavin Graham, Weed Management Specialist with the New Brunswick Department of Agriculture, discuss weed management in strawberries and a demo trial highlighting the opportunity of fall herbicide application.
REGISTRATION
Registration is required.
Cost: Free
QUESTIONS?
Caitlin Congdon
Phone: 902-698-9473
Email: congdon@perennia.ca
