Ever since they started harvesting their first tomatoes in November 2018, the team with Pure Harvest has been battling the temperatures in Abu Dhabi (UAE), that reach up to 53 degrees Celcius. Now that they've managed to find their way around, it's time for a new challenge: growing leafy greens and berries.
"2019 has been a year full of revelations as well as confirmations of what we set out to achieve as a company. We have proven not only that growing food in the desert is possible but that is a truly delicious and rewarding experience", they say. "We have shown that technology used as a force for good to tackle pertinent food security concerns in the region can be transformative. There has been a conscious awakening of our consumers and the GCC has exhibited a real appetite for home-grown, high quality food no longer out of their reach."
Saudi Arabia
So what will 2020 bring? Success is just around the corner, they say. "We will continue to increase local production and our expansion efforts into Saudi Arabia", they say. Their wish to expand into this country was exclaimed last year, when they raised $1.75 million in the first phase of their $20m expansion round. “Our next phase of growth is to penetrate neighbouring and regional markets including Saudi Arabia and the broader GCC", is what Mahmoud Adi, co-founder and director at Pure Harvest, said back then, revealing later on that they want to start operations there in the second half of 2020.
A peek in the Pure Harvest greenhouse, realized by Certhon. The semi-closed greenhouse is equipped for the harsh conditions in the UAE and makes it possible for a Mediterranean climate year-round.
New crops
And there's more on the agenda. The Pure Harvest team wants to introduce new crops not seen before in the market including leafy greens and berries.
"As we grow, we will work even harder on our sustainability efforts as we know anything we do today will have lasting consequences on our planet. And lastly, we will continue to do what we do best which is to consistently delivery top quality tasting produce to your dining tables and kitchens."