Pure Harvest Smart Farms-A Technology-Enabled Agribusiness Startup Addressing the Food Security Challenges in the Middle East
| Case Code: LDEN216 Case Length: 14 Pages Period: 2011-2023 Pub Date: 2024 Teaching Note: Available |
Price: Rs.400 Organization : Pure Harvest Smart Farms Industry :Agriculture & Forestry Countries : United Arab Emirates Themes: Entrepreneurship, Business Models , Socially-responsible Business Practices,Sustainability |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
The UAE being a desert country, farming was a challenge and it had to depend on imports to fulfil most of its food demand. But importing was not sustainable in the long run, considering how volatile the global economy was.
Pure Harvest Smart Farms, a startup in the UAE, had been using technology to grow crops hydroponically in a nutrient-rich bath, without soil. The crops were monitored by sensors to measure nutrients, temperature, and other factors related to plant health. Pure Harvest realized that the way forward lay in sustainable farming and that the use of the latest innovative technologies was the key to improving food security in the harsh climatic conditions of the Gulf region.
The vertical farming technology used by Pure Harvest was new in the UAE region and hence the company faced challenges in securing funds for its startup. But with the hard work of its founders, the company was able to bag funds and scale up to various countries of the Middle East and North Africa (MENA) region. The company also got into partnerships with many retailers to sell its produce. The efforts of Pure Harvest also helped it in bagging a good number of awards in the agritech and startup arenas.
Issues
The case is structured to achieve the following teaching objectives:
- To understand the importance of food security
- To examine controlled environment farming and its advantages
- To explain the importance of sustainable agriculture
- To discuss the life cycle and challenges of a startup
Contents
-
Introduction
New Ways of Farming In UAE
Pure Harvest Smart Farms – The Idea
The Partners
The Funding Challenge
The Technology
Scaling Up
Pure Harvest Smart Farms – The Farming Experience
The Road Ahead
Exhibits
Keywords
food security, controlled environment farming, sustainable agriculture, life cycle and challenges of a startup, hydroponical crops, vertical farming technology, MENA Region; Startup; agritech; food security;
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