GIVE farming project

Mastronardi Produce Ltd., based in Kingsville Ont., has teamed with global entrepreneur John Paul DeJoria to launch what they describe as the world's largest and most technologically advanced indoor farming project. The project will be based in the Middle East.

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 will be the first project for the GIVE venture, and it will help to 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.

"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,” says Paul Mastronardi, president and CEO of Mastronardi Produce. “Look for more global locations as we continue to scale to meet the growing need for food security, safety, and sustainability."

The Advanced High-Density Farming Systems incorporate a multitude of cutting-edge growing systems, such as water-saving irrigation and energy-efficient lighting, and they take advantage of advanced automation and robotic devices, AI processes for predictive analysis, and real-time crop and soil monitoring.

Produce grown with these systems will be marketed under the Sunset brand. Sunset of Holland will be the first distributor.

Back to Top