Mastronardi Produce, North American grower and distributor of greenhouse produce, and John Paul DeJoria have selected the Middle East as the first market in which to develop their large scale technologically advanced indoor farming project.
The newly formed company, Green International Ventures LLC (GIVE), will make locally grown fresh produce more widely available around the globe via its proprietary Advanced High-Density Farming System. "This will be the first project for the GIVE venture, and it will reduce the Middle East's dependence on imported food, create a sustainable source of local employment, and significantly increase the region's non-petroleum-based exports", they said.
Earlier they explained how Advanced High-Density Farming Systems are individual collections of existing and developing high-tech growing innovations and equipment. "Each customized system will include cutting-edge growing facilities, revolutionary automation, water-saving irrigation, energy efficient lighting, and state-of-the-art systems for monitoring growing conditions."
"As pioneers in the greenhouse industry, we are passionate about increasing access to local, sustainably grown fruits and vegetables," says Paul Mastronardi, President and CEO, and the fourth-generation family member to lead Mastronardi Produce. "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."
GIVE will also support the integration of modern AgTech initiatives into the local farming community and expand knowledge of sustainable agricultural techniques by establishing a permanent Research and Development facility in the region.
"It has long been my passion to help feed the world's population," says John Paul DeJoria. "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."
All GIVE projects use innovative Advanced High-Density Farming Systems that incorporate a multitude of cutting-edge growing systems, such as water-saving irrigation and energy-efficient lighting, and they take advantage of advanced automation and robotic devices, AI processes for predictive analysis, and real-time crop and soil monitoring.
Produce grown in these AgTech systems will be marketed under the SUNSET brand. SUNSET's many labels include Campari, the world's first branded tomato, and the colorful Aloha pepper.