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To celebrate its first harvest and a widely-anticipated grand entry into the rental market, Abu Dhabi-based agri-tech startup Pure Harvest Smart Farms hosted a spectacular product launch event earlier this week. 

From international investors and customers to eminent personalities from all walks of life — the event, held at the company’s own farmland, drew visitors from all across the region and beyond. Among the attendees were H.E. Mariam bint Mohammed Saeed Hareb Al Almheiri, the Minister of State for Food Security; H.E Mr. Mohammed Bin Obaid Al-Mazrooei, President of Arab Authority for Agricultural Investment and Development;  H.E. Ambassador Frank Mollen representing the Kingdom of the Netherlands; and Mr. Magnus Olsson, Founder and MD of Careem, among others.

Just in case you haven’t yet heard about this transformational startup, Pure Harvest aims to revolutionize the realm of agri-tech by deploying sophisticated technologies that ensure year-round, high yielding of fresh vegetables and fruits throughout the GCC region.

To accomplish that objective, the startup has developed a proprietary growing system optimized to reduce or mitigate the impact of the harsh summers prevalent in the region. The company developed its first greenhouse in collaboration with CerthonTM Greenhouse Solutions, a leading Netherlands-based developer of modern greenhouses.

Pure Harvest is currently targeting some of the largest retail brands across the country including Zoom, Carrefour, Spinney’s, Zoom, alongside a number of hotels and restaurants.

“I am extremely proud of what my team has achieved with this first-of-its-kind growing solution.  We are overwhelmed by the strong feedback from early customers regarding our products. The tomatoes truly ‘taste as they should’! I’m excited to begin our expansion in early 2019 and to diversify our production, including always-available, sustainably-grown strawberries,” Pure Harvest Co-Founder and CEO Sky Kurtz, said at the product launch event on an optimistic note.