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Future Food Foundry Investmented in Greeneration to Transform UAE Food Production

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Greeneration

Future Food Foundry (3F), headquartered in the UAE and a leader in transformative agri-food technology, announces a significant investment in Greeneration, a longevity brand company. This strategic deal is a pivotal step forward for 3F in creating an ecosystem of unique companies and technologies that are revolutionizing the future of food production.

Greeneration has quickly become a key player in Dubai’s agricultural landscape. The high-end specialty greens vertical farm specializes in growing hyperlocally and supplying premium edible flowers, microgreens, and specialty leaves tailored to the needs of high-end culinary professionals. 

With this investment, 3F supports Greeneration in expanding beyond premium ingredients for fine dining. Greeneration’s ultimate vision is a longevity brand company, focused on health and sustainability. This new direction will encompass superfoods, adaptogens, medical herbs, and more, offering products that support long-term vitality and holistic well-being for end customers. 

The strategic tranche will be used by Greeneration to achieve breakeven and launch the first sub-brands of the longevity platform while continuing to support the food safety, and the culinary excellence of the UAE.     

Leo Musatov, Co-Founder and Managing Director at Future Food Foundry commented, “Our investment in Greeneration marks a pivotal moment in 3F’s mission to create a new generation of superfoods with restorative health benefits. Greeneration’s rapid commercial success showcases their innovative approach, quickly becoming a leader in the sector and establishing a financially self-sustainable company. While technology is a key enabler, their product focus on novel functional foods aimed at extending life spans is transforming the business into a  ‘longevity brand company.’ As we continue to grow, this partnership not only reinforces Greeneration’s success but also supports our commitment to enhancing food security in the UAE, ensuring that the region can thrive independently amidst global food supply challenges.” 

“We are thrilled to partner with Future Food Foundry as we share the same vision for the future of food,” said Roman Ulyanov, Founder of Greeneration. “This investment not only strengthens our financial success as a supplier of high-end ingredients for HoReCa but also supports our transition towards a longevity brand company. We are bringing a new product category to the market, centered on sustainable health, anti-aging, holistic wellness, and preventive care, paving the way for a healthier, more sustainable future.”      

The UAE’s heavy reliance on food imports has long posed a challenge to the nation’s food security. By supporting Greeneration’s growth and expansion, 3F is directly contributing to reducing this reliance and advancing the UAE’s vision for a resilient and self-sufficient food system. Greeneration’s vertical farming techniques, which include water-efficient hydroponic systems and environmentally responsible practices, align perfectly with 3F’s mission to blend innovative technologies with traditional knowledge for a more sustainable future.

Hospitality

STEP ABOVE THE CITY: FIVE CURATED MOMENTS ON THE 122ND FLOOR ONLY AT AT.MOSPHERE BURJ KHALIFA

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Some experiences are defined by where they take place. At.mosphere, perched on the 122nd floor of the Burj Khalifa, is one of them. For a limited time, five distinct moments trace the day’s passage, from sunrise to midnight, each tied to the rhythm of the city below. Priced at AED 122, the experience follows its setting with intention, offering the city from a perspective reserved for the rarest of visits.

From first light to nightfall, At.mosphere invites you to rise above the city, where the skyline stretches endlessly and each dish draws your attention as much as the view. This isn’t just dining; it is an experience worth savouring. 

The Five Daily Experiences at At.mosphere Lounge

Sunrise in the Sky – Breakfast
Start your day above the city. Freshly baked pastries and signature coffee come with uninterrupted views of Dubai as it wakes, making mornings feel a little more special.
Time: 8:00 am – 11:30 am

Midday Pause – Lunch
Take a break from the rush. Lunch here is simple, satisfying, and perfect for busy days, with dishes that keep you going while the city moves below.
Time: 12:30 pm – 3:00 pm

Twilight Indulgence – Afternoon Tea
As the afternoon softens, enjoy a sweet treat and a cup of tea. The city carries on below, while up here you can just take a moment for yourself.
Time: 2:30 pm – 3:00 pm

Sunset Aperitivo – Cocktails & Bites
Golden hour glows over the skyline. Sip a signature cocktail, nibble on light bites, and watch the city shift as the sun sets.
Time: 5:00 pm – 8:00 pm

Midnight in the Sky – Drinks
When Dubai comes alive at night, two signature drinks and ambient sounds make for a quiet, memorable evening above it all.
Time: 10:00 pm – 12:00 am

Five moments. Five moods. One destination. At.mosphere Lounge gives you a view of Dubai you won’t forget.

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Hospitality

MÖVENPICK HOTEL APARTMENTS DOWNTOWN DUBAI INVITES GUESTS TO A RELAXED SUMMER ESCAPE IN THE HEART OF THE CITY

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Mövenpick Hotel Apartments Downtown Dubai welcomes guests to experience a seamless blend of comfort, space, and convenience with its thoughtfully designed rooms and apartments, ideal for a stress-free city escape.

Located moments away from iconic attractions, the property offers a tranquil retreat amidst the vibrancy of Downtown Dubai. Whether for a short staycation or an extended getaway, each apartment is designed to provide a sense of ease, combining modern interiors with practical living spaces.

Guests can unwind in spacious accommodations featuring fully equipped kitchens, dedicated living and dining areas, and serene bedrooms, creating a home-away-from-home experience tailored for both leisure and business travellers.

Perfect for the summer season, the hotel presents an inviting setting for those looking to slow down and recharge, while still staying connected to the energy of the city. From relaxing mornings in light-filled spaces to evenings spent exploring nearby landmarks, every stay is curated to offer both comfort and flexibility.

With warm, intuitive service and a focus on guest well-being, the property continues to deliver experiences that are both comfortable and memorable.

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Hospitality

THE AGILITY AND RESILIENCE OF THE UAE HOSPITALITY SECTOR

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Words by Professor Scott Richardson, PhD. Academic Dean, Abu Dhabi Hospitality Academy – Les Roches

The UAE’s hospitality sector has, despite major unprecedented situations over the last few years, consistently demonstrated strong resilience, supported by strategic planning and long-term investment. This resilience is built on four key factors: continued government support and foreign capital investment in hospitality attractions and large-scale events, strong air connectivity and ease of travel, diversified guest and visitor experiences, and world-class infrastructure. These elements position the nation as one of the most adaptable markets in the world, where operational excellence is reinforced by a highly skilled workforce capable of responding to shifting global conditions with agility and empathy.

The Role of Education in Driving the UAE’s Hospitality Sector

The UAE’s Tourism Strategy 2031 outlines an ambitious vision to increase the sector’s contribution to AED 450 billion in GDP while attracting 40 million visitors annually. Tourism has a direct correlation to hospitality, and the sector is already performing strongly. Over the first nine months of 2025, hotels across the Emirates welcomed more than 23 million visitors, up nearly 5% on the same period in 2024. By late 2025, the UAE’s hotel inventory had reached approximately 1,260 properties with 216,900 rooms, and occupancy reached 79.5% between January and November. Looking ahead, the market is projected to add over 26,000 new hotel rooms across more than 100 projects through 2026, highlighting a substantial development pipeline that will shape the sector’s growth trajectory. As both capacity and demand rise, the focus inevitably shifts towards the people behind the experience, reinforcing the need for a workforce equipped to support this growth and deliver unparalleled visitor experiences.

Educational institutions are uniquely positioned to drive this growth. By embedding real-world training, critical thinking, and adaptability into academic frameworks, they ensure that graduates enter the industry prepared to navigate complexity without compromising on service standards. Through our curriculum here at Abu Dhabi Hospitality Academy – Les Roches, for example, students not only acquire world-class operational and management skills, but also embrace the Emirati Hospitality Identity in everything they do. They are prepared to deliver service grounded in the warmth of Emirati customs, guest etiquette, and cultural storytelling, while ensuring a modern guest experience. In this way, our graduates are prepared to respond to any operational challenges while meeting the nuanced expectations of a diverse and international guest base.

Industry Collaboration

Collaboration between tourism boards, private-sector operators, and education institutions helps hospitality professionals develop the skills required to navigate periods of uncertainty, while maintaining high service standards. At Abu Dhabi Hospitality Academy – Les Roches, our programmes are designed in close collaboration with public and private sector partners to support the UAE’s Emiratization goals and larger 2030 Tourism Strategy, empowering local talent with the tools and leadership capabilities needed to shape the future of the nation’s hospitality sector. Emiratis currently represent 41% of the student body, including 21% of BSc students and 59% of MSc students who are Emirati women, underscoring our commitment to advancing inclusive talent development, while supporting long-term workforce stability. As educators, it’s our responsibility to ensure that learning extends beyond the classroom, for our future leaders to grow alongside an industry that continues to evolve quickly.

Looking Ahead: Building a Workforce for a Resilient Hospitality Sector

Agility has become a defining feature of the UAE’s hospitality sector, evident in the way service is delivered, guest expectations are managed, and how teams maintain composure under pressure. The impact of recent regional airspace closures, which left many travelers unexpectedly stranded, highlights this. Hotels across the country worked closely with local authorities to provide extended accommodation and meals for affected travelers at no extra cost, with some properties opening additional rooms, ensuring all guests were looked after. It’s a testament to the sector’s high responsiveness and commitment to guest wellbeing, even in the most unexpected situations.

The UAE’s position as a leading global destination is the result of sustained investment, robust infrastructure, and an unwavering commitment to excellence. As the hospitality sector continues to evolve, it is essential to nurture talent that is ready to strengthen that position, responding with agility, professionalism, and genuine care for every guest. By placing education at the center of this progression, we can reinforce the foundation of the sector, equipping our talent to maintain high service standards through periods of change and uncertainty, while supporting the UAE in rebuilding and delivering the world-class hospitality it’s renowned for.

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