Established in 2014, Genenti is a softscape contracting company that focuses on residential gardens, doing landscape designs, setting up irrigation systems, and plant and green space maintenance. The company is operating two nurseries across Egypt, the first and primary one is located in Mansoura and the other is a palmabiny farm, located in Giza.

Yehia El-Sherbiny, Genenti’s Managing partner who has originally commenced his professional career as a financial analyst in the Capital Markets with an MBA from the University of Leeds explains, “plants are living elements that grow and mature and are greatly impacted by environmental factors.  It is important to realize that plants evolve in the space they occupy over time, this is a detail often over-looked with clients assuming that a planting result is a static one. It is also important to acknowledge our technical team whose experience in the farm business and on locations is considered one of our strengths.”

As Yehia puts it himself, agriculture has always been a part of his life growing up despite his career choice coming from a family with a long history of exporting and selling the palms and trees starting an ornamental plant farm in the early 1990s.

Plants tap into humanity’s innate need to be close to nature, with the right design purposed for the surrounding area; nature’s inherent powers put customers at ease with their space with lush greenery. Yehia El-Sheribiny admits that sometimes customers’ need for a picturesque landscape is not viable in gardens due to maintenance or irrigation or climate conditions. “Every space or garden has its challenges; existing gardens in need of renovation are usually very challenging projects because of the plants’ existing root systems and the increase of shaded area due to plant growth. In many cases, garden owners are usually emotionally attached to the place, and so the challenge becomes in choosing which plants to keep, trim, remove or add to the space.” 

As with the latest and current landscape trends happening, it has become apparent that real estate developers now offer units with smaller gardens than what was previously offered ten years ago; along with the difference in prices, this puts landscape design into a new perspective. “Trends include a blend of well-selected plants with other hardscape elements to unveil the beauty of the plants: elevated or sunken seating areas, swimming pool, Jacuzzis, water features and built planters create focus points in the garden.” 

Genenti’s true message is to establish a space for the enjoyment of the user. “Choosing plants with easy maintenance fit for the purpose of the selected area, and whenever possible go for types with fewer water requirements.” Catering a suitable environment for users is key; one that addresses sustainability first and foremost with minimal impact on the environment.