Greenhouse Canada

Indoor farming project to start in Middle East

August 19, 2019  By Mastronardi Produce

Kingsville-based greenhouse operator, Mastronardi Produce have partnered with entrepreneur John Paul DeJoria to develop the world’s largest and most 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.

Its first project will take place in the Middle East, aiming to reduce the area’s dependence on imported food, create a sustainable source of local employment, and significantly increase the region’s non-petroleum-based exports.


“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 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.”

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 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 technology, 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 systems will be marketed under the Sunset brand. Known for award-winning flavour, innovation, and packaging, Sunset’s many exclusive labels include Campari and the uniquely colourful Aloha pepper.

Sunset of Holland will be the first distributor for the GIVE partnership.

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