If you’ve ever been served a drink adorned with a beautiful flower, there’s a good chance it came from Greeneration’s vertical farm. This farm specializes in growing microgreens and edible flowers for high-end restaurants. In this episode, we’re joined by its founder, Roman, and Daria, the Vice President of Growth & Product. They share insights on finding the ideal location for a farm, the risks of choosing the wrong landlord, how a single flower can multiply revenue, and how to attract high-quality clients by breaking all the rules.

Their clients are high-end restaurant chefs—a very narrow audience with demanding schedules and exacting standards, competing with hundreds of other suppliers for their attention. Roman and Daria explain how, within just a few months, they managed to win an impressive roster of clients.

On Greeneration’s Instagram, you’ll find the farm itself, its edible flowers and microgreens, and the stunning dishes created with them.

This podcast is presented by Fortis

We offer you POS and CRM solutions that we made specially for small business needs. It’s easy to start with, it combines everything you need in a small device so you save precious space, and it helps to work with clients personally – the way only small businesses can. 

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Production by Hatch Up Podcasts

Showrunners&editors — Alexandra Volkova, Elena Volkova

Host — Isaac Dalonin

Fortis Consultant — Jean-Philippe Serhal

Producer — Darya Sannikova

History consultant — Alyona Podnebennaya

Sound designer&composer – Ksenia Kazantseva

Cover Illustrator — Dina Sami