Newleaf Dubai UAE

This interview details Newleaf, an indoor farming company based in Dubai, UAE. The interview is with Adam Pitts, CEO of Newleaf.

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What is the origin story of Newleaf?

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New Leaf Modern Farm had its roots in a deeply personal experience. Twenty years ago, faced with the challenge of supporting my father's nutrition during his battle with cancer, I embarked on a journey of growing microgreens, edible flowers, and herbs in soil. Over the years, I diligently developed the soil, nurturing it into something truly special and unique.

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This long-standing commitment and care have contributed to the exceptional nutrition found in our produce. The soil, enriched over two decades, has become the cornerstone of New Leaf Modern Farm's success. It has given our microgreens, edible flowers, and herbs a unique advantage, offering customers an abundance of nourishment.

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In recognition of the transformative power of soil cultivation and our desire to share these benefits with others, New Leaf Modern Farm was established five years ago. With the opening of our first vertical soil-grown microgreen farm in Dubai, we have taken a significant step towards providing a sustainable and nutritious source of fresh produce to the community.

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Our journey from a personal mission to a commercial endeavor demonstrates not only our resilience but also our commitment to making a positive impact on others' lives. Through New Leaf Modern Farm, I continue to honor my father's memory by offering a remarkable selection of microgreens, edible flowers, and herbs that embody the dedication, care, and love that have shaped our farm's story.

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What are some of the biggest challenges facing Newleaf in the future?

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1. Limited space and scalability: Vertical indoor farming requires adequate space to expand operations. New Leaf may face challenges in finding affordable and suitable spaces for scaling up their farm. The availability of suitable locations within city limits could be limited.

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2. Energy costs: Indoor farming relies heavily on artificial lighting, ventilation, and climate control systems. Energy costs can be significant, especially in a hot climate like Dubai. New Leaf may face challenges in managing and minimizing their energy consumption to ensure sustainable and cost-effective operations.

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3. Market competition: Dubai is a vibrant hub with a growing interest in sustainable and locally grown produce. New Leaf may face competition from other indoor farms or traditional farming methods that are also trying to cater to the local market. Maintaining a competitive edge, building brand loyalty, and differentiating our products may be essential challenges for New Leaf.

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4. Cost of production and pricing: Microgreens are often considered a premium product due to their unique flavors and nutritional value. However, the cost of production can be relatively high, especially when considering the expenses associated with indoor farming. New Leaf may need to find a balance between production costs and setting competitive prices to ensure profitability while appealing to our target market.

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5. Skilled labor: Operating a vertical indoor farm requires skilled personnel who understand the intricacies of indoor farming techniques, plant health, and maintaining optimal growing conditions. Finding and retaining qualified staff may be a challenge for New Leaf, as there might be a limited pool of experienced individuals in this specific field. 

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What is unique about Newleaf compared to competitors? 

1. Soil-grown approach: New Leaf's utilization of soil as the growing medium sets it apart from hydroponic farms. Soil cultivation offers distinct advantages such as enhanced nutrient profiles, complex flavors, and potentially higher nutritional value in the microgreens. This unique growing method can attract customers seeking a more traditional and natural farming approach.

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2. Flavor and texture: The soil-grown approach often contributes to unique flavors and textures in microgreens. The soil imparts a distinct earthy taste that can enhance culinary experiences and cater to the preferences of food enthusiasts who appreciate the authentic, natural flavors of microgreens.

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3. Sustainability and environmental focus: Soil-based farming generally aligns with principles of sustainability and environmental stewardship. By utilizing natural soil, New Leaf can emphasize its commitment to organic practices, soil health, and ZERO reliance on synthetic nutrients. This eco-friendly approach may resonate with consumers who prioritize sustainable and locally sourced produce.

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4. Product differentiation: New Leaf can offer a diverse range of microgreens with distinct flavors and appearances that are specific to soil cultivation. This variety, coupled with their unique growing method, allows New Leaf to provide a differentiated product lineup, catering to customers looking for specialty and niche microgreen options.

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5. Storytelling and local appeal: The farm's story of embracing traditional soil cultivation in a modern indoor setting can captivate customers who appreciate local, authentic, and culturally significant agricultural practices.

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6. Health and nutritional benefits: While both hydroponic and soil-grown microgreens are nutritious, soil cultivation has the potential to enhance nutrient density and diversity. New Leaf can leverage this advantage to highlight the superior nutritional profile of their soil-grown microgreens, appealing to health-conscious consumers.

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How do you measure the impact of Newleaf so far? (Revenue, Employees, Customer Quantity, Production Volume) etc? 

1. Revenue: We track sales and income generated from microgreen sales to assess financial performance and growth, we now supply more and more restaurants and supermarkets daily.

2. Employees: We monitor the number of employees to understand the scale of operations and job creation. We started with 2 employees and now have over 20 in our employment.

3. Customer quantity: We keep track of the number of customers served to gauge market reach and customer base growth, we now supply almost all high end restaurants and top supermarket chains.

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4. Sustainability metrics: We Monitor resource usage, such as water and energy consumption, to track environmental impact and identify opportunities for improvement now more than ever.

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By regularly analyzing these metrics, New Leaf Modern Farm can gain a simplified but thorough understanding of its impact in terms of revenue, workforce, customer base, production capacity, customer satisfaction, and sustainability efforts. I’m sure you can understand, I cannot go into more detail than this.

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What have you learned that you wish you knew when you joined or started the company? 

1. Scaling challenges: Scaling up a vertical indoor farm can present unique challenges. Anticipating these challenges early on, such as finding suitable spaces for expansion, managing increased production volumes, and maintaining quality control, would have helped us plan and strategize for growth more effectively.

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2. Operational optimization: Improving operational efficiency is key to maximizing productivity and profitability. Learning how to optimize workflows, automate processes, and streamline operations from the start would have saved us time and resources.

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3. Building strong partnerships: Cultivating strategic partnerships with suppliers, distributors, and other stakeholders in the industry can provide valuable support and resources. Establishing these partnerships early on would have helped us navigate challenges, access new markets, and leverage shared expertise.

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While hindsight can provide valuable insights, it's important to remember that challenges and lessons learned are part of the entrepreneurial journey. Each experience shaped our growth and contributed to the success of our company.

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How can people connect with you or learn more about Newleaf?

Website: www.newleaf.ae

IG: Newleafdubai

FB: New Lead Dubai

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