Amid a rapid shift in the Middle Eastern agricultural paradigm toward the adoption of productivity-oriented advanced technologies, the strategic move made by Growise (CEO: Young-beom Yoon), a Korean smart farm startup, is clear: "Immediate integration with local infrastructure." Rather than simply selling solutions, Growise has established a "locally-integrated" model that operates production bases immediately in partnership with World Bridge Al Saudiya (CEO: Won-jun Tak), a leader in the local construction sector.
While many smart farm companies have knocked on the doors of the Middle East, high initial setup costs and unfamiliar local licensing procedures have consistently been their Achilles' heel.
Growise solved this problem through partnership. World Bridge, which owns a local factory in Saudi Arabia, provides the physical foundation (space, power, and water) and administrative networks. Growise then grafts the "brain of the smart farm"—its AI precision control system—onto this foundation.
This collaborative structure drastically shortens the establishment period. In fact, both companies launched a joint task force (TF) immediately after the agreement, moving rapidly with the goal of project implementation by 2026.
While the primary focus is on strawberries and leafy greens—crops with significantly low self-sufficiency rates in Saudi Arabia—the true value of this collaboration lies in the "capitalization of data" beyond mere cultivation. Growise’s generative AI provides instant feedback via chat when unexpected issues arise on-site, maximizing operational efficiency.
Furthermore, a "Cultivation Decision Support System" that integrates cultivation logs, growth data, and control systems processes complex on-site data with precision. The high-value cultivation data secured through this process becomes a core asset, transforming agriculture into a high-value-added industry.
By establishing a foundation for the immediate local supply of fresh produce that was previously dependent on imports, this technological base is expected to be the most practical solution for achieving sustainable agriculture and food self-sufficiency as envisioned by the Saudi government.
Growise is looking beyond the borders of Saudi Arabia. Once the Proof of Concept (PoC) is completed, the company plans to evolve it into a standardized "commercial production model" for joint expansion into neighboring GCC countries, including Qatar and the UAE.
This case, where World Bridge’s robust infrastructure construction experience meets Growise’s innovative technology, is poised to become a new milestone for how "K-Smart Farms" should survive and expand in the global market. All eyes are on how "Korean-style strawberries," cultivated by AI amidst the scorching desert winds, will transform the dining tables of the Middle East.
Amid a rapid shift in the Middle Eastern agricultural paradigm toward the adoption of productivity-oriented advanced technologies, the strategic move made by Growise (CEO: Young-beom Yoon), a Korean smart farm startup, is clear: "Immediate integration with local infrastructure." Rather than simply selling solutions, Growise has established a "locally-integrated" model that operates production bases immediately in partnership with World Bridge Al Saudiya (CEO: Won-jun Tak), a leader in the local construction sector.
While many smart farm companies have knocked on the doors of the Middle East, high initial setup costs and unfamiliar local licensing procedures have consistently been their Achilles' heel.
Growise solved this problem through partnership. World Bridge, which owns a local factory in Saudi Arabia, provides the physical foundation (space, power, and water) and administrative networks. Growise then grafts the "brain of the smart farm"—its AI precision control system—onto this foundation.
This collaborative structure drastically shortens the establishment period. In fact, both companies launched a joint task force (TF) immediately after the agreement, moving rapidly with the goal of project implementation by 2026.
While the primary focus is on strawberries and leafy greens—crops with significantly low self-sufficiency rates in Saudi Arabia—the true value of this collaboration lies in the "capitalization of data" beyond mere cultivation. Growise’s generative AI provides instant feedback via chat when unexpected issues arise on-site, maximizing operational efficiency.
Furthermore, a "Cultivation Decision Support System" that integrates cultivation logs, growth data, and control systems processes complex on-site data with precision. The high-value cultivation data secured through this process becomes a core asset, transforming agriculture into a high-value-added industry.
By establishing a foundation for the immediate local supply of fresh produce that was previously dependent on imports, this technological base is expected to be the most practical solution for achieving sustainable agriculture and food self-sufficiency as envisioned by the Saudi government.
Growise is looking beyond the borders of Saudi Arabia. Once the Proof of Concept (PoC) is completed, the company plans to evolve it into a standardized "commercial production model" for joint expansion into neighboring GCC countries, including Qatar and the UAE.
This case, where World Bridge’s robust infrastructure construction experience meets Growise’s innovative technology, is poised to become a new milestone for how "K-Smart Farms" should survive and expand in the global market. All eyes are on how "Korean-style strawberries," cultivated by AI amidst the scorching desert winds, will transform the dining tables of the Middle East.