Mastronardi Produce Ltd., Canada, partnered with visionary John Paul DeJoria to develop what is said to be 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. This project 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.
"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 of 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 DeJoria. "The introduction of this revolutionary model in the Middle East is the first step of many toward 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 take advantage of advanced automation and robotic devices, artificial intelligence processes for predictive analysis and real-time crop and soil monitoring.
Produce grown in the AgTech systems will be marketed under the SUNSET brand.