Tallinn-based hydrogen generator maker PowerUP Energy Technologies is expanding across the Middle East through a distribution agreement covering seven markets.
PowerUP said in a July 30 announcement that Edu2earn LLC will become its authorised distributor in Saudi Arabia, Egypt, Qatar, Kuwait, Jordan, Iraq and Syria. The agreement allows Edu2earn to market and distribute PowerUP’s hydrogen-based power systems and negotiate commercial agreements with customers and strategic partners across those countries.
The companies did not disclose sales targets or financial terms.
PowerUP hydrogen generators target critical and off-grid power
PowerUP develops and manufactures modular hydrogen fuel cell generators for main power, backup power and battery-extension applications. Its systems are designed for uses including telecommunications, healthcare, rescue, construction, security and defence, where quiet operation and continuity can be more important than the high output of a conventional diesel generator.
The company markets its generators as zero-emission at the point of use, with low maintenance requirements and portable, plug-and-play designs. The systems convert hydrogen into electricity without combustion, producing water and heat rather than diesel exhaust. PowerUP says it has more than two decades of fuel-cell development experience.
“Resilience and security are paramount for the Middle East,” said Ivar Kruusenberg, PowerUP’s founder and chief executive. “Our hydrogen fuel cell technology provides a clean, quiet and robust alternative to conventional power sources, fostering critical energy independence.”
Kruusenberg said the partnership would make the systems available for infrastructure ranging from essential communications to critical services. Edu2earn chief executive Ammar Alnahhas is due to demonstrate the technology in Riyadh soon.
“The Middle East is at a critical juncture, with an increasing focus on diversifying energy sources and strengthening infrastructure against potential disruptions,” Alnahhas said. “Our collaboration with PowerUP is timely, offering advanced hydrogen fuel cell solutions that directly address the region’s urgent need for sustainable and resilient power.”
PowerUP expansion follows €10M funding round
Founded in 2016 and headquartered in Tallinn, PowerUP raised €10M in Series A funding in November 2025 to expand manufacturing, sales and technical support. The company said at the time that it planned to grow its international reseller and distributor network, targeting commercial infrastructure as well as defence and security applications.
PowerUP has since added distribution coverage in Sweden, Denmark and Norway. The Edu2earn agreement extends that reseller-led expansion to the Middle East and gives the Estonian manufacturer a regional partner responsible for promotion, customer negotiations and local commercial relationships.
The company is part of Estonia’s cleantech sector, which includes developers of energy, materials and resource-efficiency technologies.
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