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Disrupting the costly and wasteful fresh fruit and vegetable supply chain THE COST OF DOING BUSINESS Close to five-thousand tonnes of food spoils and is thrown away in the Gulf States alone before it even reaches the point of sale – every day! That’s nearly two million tonnes of spoiled food a year at an average cost of EUR 4,000 per tonne – eight billion euros a year simply thrown away as a ‘cost of doing business’. Eden can do away with this waste completely.

The CAPEX is very quickly recouped. Sixteen thousand tonnes of fresh produce is imported into the Gulf States every day, and twenty percent more during Ramadan. The disturbing fact is that around fivethousand tonnes of that food spoils and is thrown away before it even reaches the point of sale – every day! That’s nearly two million tonnes of spoiled food a year at an average cost of EUR 4,000 per tonne – eight billion euros a year simply thrown away as a ‘cost of doing business’. Eden Enterprises has been created to disrupt this costly and wasteful fresh fruit and vegetable supply chain throughout the Middle East and North Africa. It aims to bring food security to the region once, and for all. Eden has brought together the world’s leaders in horticulture, plant physics, air handling equipment, vertical farming equipment, low energy lighting, water recycling, low energy climate control, sustainable building technologies, architecture, engineering, passive building design, human resource management, marketing and logistics. This has created the most powerful knowledgebank and functional powerhouse in the industry, at exactly the right time. Eden facilities, no matter what the size and no matter what crops will be grown in them, are all designed along the same lines, minimising both the capital expenditure and the operating costs so that that the cost of the fruit and vegetables produced, at least in hot climates, will have a lower cost than the best imports from anywhere in the world.

Eden represents a complete Renaissance in food production methods

The amount of time, money, energy, and uncertainty surrounding the importation of crops from over sixty countries across the world is a logistical nightmare. The huge amounts of fossil fuels, plastic, cardboard and timber packaging, and the wear and tear on our infrastructure are simply not sustainable. Eden represents a complete Renaissance in food production methods. It is the convergence of a range of sustainable energy and water treatment technologies that reduce the traditional operational costs of indoor farming by over 75%, and the readiness of the world’s leading specialists in high tech indoor farming to literally reach for the sky. The Eden vertical farming solution is a modular system that can scale from 1,500 square metres of growing area to five million square metres of growing area per facility. Eden facilities can be above ground or below ground. They do not use any natural light and all air is filtered. One of the major reasons that this scale of vertical farming is now feasible is due to a ground-breaking solar thermal air

conditioning system that has only just been released in the Middle East. The jChiller solar hybrid space cooling technology has a significant impact on the cost of growing produce in a vertical farm. Forty percent of the cost of running a vertical farming operation relates to climate control and this system almost eliminates this cost. Two other technologies that Eden employs minimize the cost of the water it uses in the growing process and dehydrates and captures water in the cuttings and stalks of plants that need to be digested and converted into energy and usable CO2. Both of these technologies also operate using solar thermal energy and only use electricity to run low wattage pumps. Electricity for lighting accounts for over 50% of a vertical farm’s operating costs. Merging the solar air conditioning, the solar driven water and wastewater treatment, and the hybrid energy system, the operating costs within Eden make it possible to grow Produce in the Middle East at the same cost as it would be in a Dutch greenhouse.

“We are at the intersection of technology and biology.”

Gertjans Meeuws, CEO and Co_founder of Seven Steps To Heaven

Courtesy Unfold | 365 days of Spring – Eindhoven City

“An indoor farm is a closed environment where crops grow and where everything is provided to let the crops grow best. In this way we help plants to perform much better than they ever could outside, or even in a greenhouse. The difference between this method of agriculture and the traditional is that we can extract much more from the plants because the time that the plants gets to grow optimally is many times greater than in a greenhouse or in the field Our goal today is to make the technique of indoor farming so professional and scalable that you can roll it out anywhere in the world.

The world leaders in vertical farming Technologies mean nothing without the expertise, experience and applied knowledge of those who hold the essential intellectual property of growing produce in a closed, controlled environment, those who design and build the superstructure in which all the growing takes place, those who process, sell and deliver that produce, and those who design, brand and administer all activities. None of these specialists are more important that the grower, Seven Steps To Heaven. Controlled Environment Agriculture produces food and medicine in vertically stacked layers in an hermetically sealed building with complete climate control, artificial light and the control of all other environmental factors. Controlled Environment Agriculture is used to accelerate growth, enhance nutrition and maximize taste in plants. The modern industrial food system makes unhealthy food cheap while fresh produce is more expensive, encouraging poor eating habits that lead to health problems such as obesity, heart disease and diabetes. At Eden, new avenues of qualitative growth are opened up as plants make the compounds we need in healthy food - the secondary metabolites. Produce grown to the correct prescription indoors is harvested at the peak of its nutrient levels fresh, ripe, accessible, nutritious, tasty and affordable. As plants first evolved, they learned to survive, then thrive and bear fruit and, when conditions are right, they went on to produce these secondary metabolites. These organic compounds produced by bacteria or fungi, which are not directly involved in growth, development, or reproduction, give us healthier food, more natural food, and tastier food.

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“We can extract much more potential from the plant.”

Marc Kreuger, Global Head Innovation - Seven Steps To Heaven

Courtesy Unfold | 365 days of Spring – Eindhoven City

always Spring at Eden, because the plants grow optimally all year d and we can guarantee the same quality.

has a huge impact on the harvest but, more importantly, on the ity of the harvest. The food can be harvested when it is at its lute peak and can be consumed immediately.

u want to make this big, it must be simple, so what we make is very le in principle but also scalable. Only then can one feed the world.

“The first time I tasted the vegetables from them I thought, ‘Wow, this certainly has a lot of taste’.”

Dick Middelweerd, Chef Kok – De Treeswijkhoeve

Courtesy Unfold | 365 days of Spring – Eindhoven City

“I was greatly surprised with the quality, the freshness, especially the quality characteristics and the unique intensity of these plants.”

Björn Cocu, Founder – Intelligentia ICE

Courtesy Unfold | 365 days of Spring – Eindhoven City

A Climate Positive, Net Zero Energy building at a lower cost than using concrete & steel

Environmentally sustainable building construction The least environmentally friendly building material in use today is the one we have come to rely on the most - concrete. The production and the use of concrete amounts to 8% of global greenhouse gas emissions and if concrete were a country it would be the third largest emitter in the world. Timber is the only renewable building resource that can be grown on a large scale and in a responsible way. All Eden facilities will have a carbon negative footprint and will be complete net Zero Energy Buildings, where one hundred percent of its energy needs come from renewable energy, thus developing a low carbon, low energy economy and setting an example for other countries throughout the world. Cross laminated timber beams and columns, timber studs, sheathing of structural plywood and decorative timber floors and wood panelling will be made from renewable pine, modified to strengthen it, make it rot proof, termite proof, waterproof and fire retardant. The outer walls of Eden are a huge solar thermal collector producing its own air conditioning. No gases, water, solid waste or particulate matter emits from the facility. All energy is generated from renewables, and CO2 will be captured and absorbed by the plants. Food grown at Eden will produce approximately 50 kg CO2 equivalent compared to 540 kg CO2eq for open field agriculture.


The entire roof and sun-side wall supports the solar thermal absorbers that supply the climate control syste,

Modular, economical, efficient and cost effective Eden is a completely modular indoor farming system based on Seven Steps’ patented laminar air flow technology and the jChiller solar hybrid climate control system. Coupled with Seven Steps energy efficient lighting system, the Eden Large Scale Modular Vertical Farming System has the lowest CAPEX, lowest OPEX and finest quality produce of any indoor farming operation commercially available today. Each module of 5,000 square metres of growing are can be replicated vertically and horizontally. The largest system being considered is 4.2 million square metres of growing area with a 5 hectare footprint.


The plant room desalinates water, treats wastewater, gasifies green waste for energy and CO2, and generates the solar hybrid cooling.

All produce is trimmed & packed. Optional food processing facilities can be incorporated into the design. Each Module has 5,000 square metres of growing area and yields ten tonnes of fresh produce daily. This is enough fresh produce to bring food security to 5,000 people.

Fresh Design Group International, based in Abu Dhabi, are integral to Eden’s business structure and form its Architectural, Design, Engineering, Technology, Branding, Management, Retail, Administration and Human Resource Executives. Fresh have been committed to Eden since its inception and have been pivotal in creating the world-class team that has brought Eden to fruition. Eden is made up of many parts, each one dependent on the other, but which together form something much bigger than any one of them could have done alone. Fresh are the linchpin that brings these parts together. Fresh is a network of fourteen companies, all industry leaders in their fields, from the United Kingdom, North America, Brazil, the Netherlands, South Africa and Japan. Fresh are responsible for delivering the outcome

against Eden’s roadmap and vision. Fresh uses the latest technologies in Building Information Modelling and Enterprise Resource Planning to continually steer Eden through its formation, operation and replication throughout the globe. Fresh specialize in developing a culture for communication with everyone involved and building a framework for transparency and collaboration. Fresh is about understanding and owning the details, creating and promoting a great brand and polishing every detail of that brand so that it is infused into the very being of those within the company, from the growers and harvesters, through the processors, sales and logistics specialists, and at every level of management. During the design and construction phase Fresh will manage contract tendering and awarding, along with managing all of the specialist installations and features that make Eden unique.

TRAINING Fresh understands the importance of high-quality training, from the attitude and emotional intelligence of the management team to imparting the voice of the business through staff connecting with customers. Fresh’s tailored training ensures the business speaks with one voice, employees are engaged in the mission and customers are given the best service at all times, while always feeling the brand is alive in their interactions. All Eden staff are trained at every level, including leadership development, customer experience training ,engineering and maintenance training, risk management awareness, Brand guardianship , professional guidance, and ethical practices.

TECHNOLOGY Fresh uses technology systems in the form of Software Production and Interactive Experiences that deal with logistics, reporting, order processing, payment handling, on-line business transactions and human resources. With a “nothing is impossible” approach and the SPRINT development process Fresh can evaluate ideas through fast, simple prototyping and focus group engagement to fail fast where necessary and fast track the right products to implementation.

PACKAGING Each Eden facility will have a carbon negative footprint when completed, and will be a Net-Zero building facility, striving to be the most sustainable operations on the planet. This ethos extends to every aspect within Eden and even more particularly when it comes to Eden’s impact once product leaves the facility. To that end, from a retail expertise and packaging innovation point of view, Fresh work with ‘The Retail Institute’, a specialist research team within Leeds Beckett University in the United Kingdom, providing over twenty years of knowledge in the innovation of consumer goods for the retail and packaging supply chain. The Retail Institute manage three research themes for Eden; Consumer of the Future, Product & Packaging Innovation and Retail Business Globalization

MARKETING Eden’s Sales & Marketing Executive is responsible for the marketing, selling and distribution of all of the produce. Eden’s Growing Executive knows the precise date a crop will be ready for harvesting before it is even planted, so catering firms, hotels, restaurants, hospitals, military bases and ships will be able to enter into advanced purchase contracts months, even years ahead. It will also manage Eden’s ecommerce activities and all of Eden’s warehousing and logistics infrastructure.

Giving back with lasting benefit The world’s population increases by 200,000 people every day. By the time the first MegaEden facility is operational in 2021, the world’s population will have increased by 144 million. One cannot take the blessings from nature without giving back. In sub-Saharan Africa alone, one person in four is undernourished and poor nutrition causes the death of 3.1 million children each year. In accordance with the Islamic practice of Zakat, 5% of all produce grown within Eden will be directed to Eden’s international food aid. This food will be high protein, high calcium produce, specifically grown according to the requirements of the international agencies distributing the food. Linked to the international food aid will be a housing program using one-way, purpose built, high quality, insulated ‘pods’, rather than shipping containers, that, when combined,

create houses, single men’s quarters and community buildings. Indoor farming pods and the necessary renewable energy systems will also be distributed, along with the necessary medium-term training to make donor regions self-sufficient in produce. These Pods will be donated by local and international funders. Eden will produce crops that are staples in Middle Eastern diets as well as higher value herbs, fruits and even ornamentals that generate significant profits. Prices will remain stable, particularly in times of high demand, such as Ramadan. A proportion of the fruit and vegetables harvested at Eden each day will be processed into value-added, healthy, ready-made meals in the form of salads, fresh refrigerated soups, ready to heat dinners made the same day and packed fresh, and dried products. This will lead to diets that promote healthier hearts, provide more energy and use less sugar.

Meeting the United Nations Sustainable Development Goals

Development with Vision Eden will totally disrupt current local practices and habits to promote good health and wellbeing and do so inline with the United Nations Sustainable Development Goals. Eden will educate our youth at every level in modern food production and management and offer equal opportunities to its citizens, regardless of gender. Eden will operate off grid when it comes to energy, water and waste management. The enterprise will create decent work and opportunities for the tens of thousands of itinerant workers it brings into the country, sending them home at the end of their contract with meaningful skills that they can apply in their own countries to create industry, innovation and infrastructure. Eden addresses all factors related to sustainable cities and communities, from its carbon negative footprint to its zero-impact operation and will have a huge impact on the responsible consumption and production of food by only producing what is required, when it is required. Eden has a positive impact on climate change by operating without any harmful emissions from the property, removing plastic packaging from fruit and vegetables altogether so it cannot end up in our waterways, and avoids the further destruction of rainforests and other woodlands to support the region’s food needs. Eden will act as a beacon for peace and justice by alleviating some of the pressures brought about by hunger, poverty, lack of drinking water and ignorance, and in so doing, having some small impact on our basic respect for life and one another. Eden will be a responsible, constructive and friendly partner with corporations, countries and between regions towards the common goal of food security. Eden will be able to feed the region’s citizens with the most nutritional food possible, support local and regional economies, provide food security and food sovereignty, and take control of the source, quantity, quality and cost of all food essentials.

CONTACT US NOW Eden is a joint initiative formed between a large number of global enterprises to create the most cost effective, truly scalable indoor farming systems. In the first instance, contact: THOMAS WILLIAMS Baaz Global Marketing Services +971 5 6318 6399 using WhatsApp

Profile for Baaz Global Marketing Services

Eden Vertical Farming eBrcohure  

An introduction to the Eden modular vertical farming system and its benefits for low-cost horticulture in countries facing challenges with f...

Eden Vertical Farming eBrcohure  

An introduction to the Eden modular vertical farming system and its benefits for low-cost horticulture in countries facing challenges with f...