Canadian greenhouse company Mastronardi Produce and entrepreneur John Paul DeJoria have partnered to develop a technologically advanced indoor farming project in the Middle East.

Using the advanced high-density farming system, the newly formed Green International Ventures (GIVE) partnership will manufacture fresh produce to make it available across the globe.

This will help the region to enhance its non-petroleum-based exports and minimise dependence on imported food products.

The new farming systems incorporate water-saving irrigation and energy-efficient lighting and will make use of automated and robotic devices, artificial intelligence (AI) for predictive analysis and real-time crop and soil monitoring.

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 eight 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.”

Additionally, the company is planning to establish a research and development facility in the Middle East to facilitate the integration of AgTech techniques in local farming, as well as provide information and knowledge about sustainable agricultural methodologies.

The produce grown using AgTech systems will be marketed and distributed under the Sunset brand.

Sunset of Holland will serve as the first distributor for the GIVE partnership.

Mastronardi Produce currently grows and sells tomatoes, peppers, cucumbers and berries under the Sunset brand.

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