Saudi Food Show gathers ministers, industry leaders and celebrity chefs to celebrate Kingdom’s achievements in F&B

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Updated 21 June 2023
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Saudi Food Show gathers ministers, industry leaders and celebrity chefs to celebrate Kingdom’s achievements in F&B

The inaugural edition of The Saudi Food Show, held under the patronage of Bandar Ibrahim Alkhorayef, Saudi minister of industry and mineral resources, is currently underway at Riyadh Exhibition Center.

KAOUN International and dmg events are the organizers of the event, while MODON is the strategic partner.

The event, from June 20-22, offers a platform for the largest companies in the food industry to present their products, services and solutions to a global audience. The Saudi Food Show is affiliated with Gulfood, the world’s largest food and hospitality business event in the world.

Thousands of international brands from 43 countries are being represented in the sold-out exhibition, which extends across 20,000 square meters of exhibition space at the Riyadh International Convention and Exhibition Center. For key players such as PepsiCo, Americana, Al-Jameel, Lactalis, GulfWest, Seara Foods, IFFCO, NADEC and hundreds more, as well as country pavilions of the US, UK, India, Singapore, Italy, Jordan and Australia, the show is an unrivaled platform to launch new products, services and technologies into the Saudi market.

The Saudi Food Show is a unique chance for participants to gain insights into market trends, uncover business opportunities and find out how to access the most dynamic market in the Middle East. On the opening day, a panel including Ali Alomeir, VP business development, MODON, and Prince Waleed bin Nasser Al-Saud, CEO of Mukatafa, gave an overview of the welcoming business environment in Saudi Arabia, and tips for F&B market entrants to the Kingdom.

Trixie LohMirmand, CEO of KAOUN International, said: “Vision 2030 seeks to create a dynamic trading hub for the Saudi Arabian F&B sector, and the significant socioeconomic benefits arising from the F&B and hospitality sectors have been well-recognized by the Saudi government, which has brought the industry to the fore, making great strides in laying the groundwork for investment in the sector. The Saudi Food Show will be a significant catalyst for these efforts, growing the economic impact of F&B and hospitality further and faster on the local, regional and international stages.”

Matt Denton, president of co-organizer dmg events, added: “This inaugural Saudi Food Show is the first activation in our exciting plans to support the development of the F&B and hospitality sector in the Kingdom ... From food manufacturing and food tech to franchise, hotels and hospitality, this Saudi Food Show, packed full of inspiring content and features, is the nucleus of a portfolio of dedicated events scheduled for the coming 12 months.”

Summit sessions addressed some of the most urgent challenges facing the F&B sector in Saudi Arabia and the wider region — food security, sovereignty and sustainability, and mitigating uncertainty and volatility around supply chain and costs. The opening day also featured speakers including Ryan Lefers, co-founder and CEO of RedSea, and Bobby Rajendran, CEO of Tamimi Markets. The day concluded with a visionary keynote from Alkhorayef.

The ministerial panel on Day 2, featuring Al-Khorayef and Al-Fadhli, Saudi minister of environment, water and agriculture, was a chance to gain insights into the F&B policy and regulatory framework in Saudi Arabia. The restaurant dining scene in Saudi Arabia will spark discussions on the final day of the summit, with sessions looking at the regional and international brands seeking to enter — and expand in — the Kingdom.

Top Table Saudi
Top Table, sponsored by multinational food company GoodyCo, is giving visitors the opportunity to experience the latest dishes and techniques gaining popularity in the Kingdom, from an array of celebrated international and regional chefs, via more than 40 masterclasses. The lineup of chefs is a cross-section of international and regional, established names and rising stars, both male and female. It includes two Michelin-starred chefs: Paco Morales — one of Spain’s most progressive young avant-garde culinary masters — and Albert Adrià — current head chef of Michelin one-star restaurant Enigma in Barcelona and former head pastry chef of famed elBulli. Others include Lebanese chef and entrepreneur Maroun Chedid and Ian Pengelley from Myazu, two times winner of MENA’s Best 50. Furthermore, Chef Pierligui from Signor Sassi, an up-and-coming young chef with more than 1.3 million followers on social media, and Saudi chef Rayan Alayesh, from Kayzo by Myazo are also in attendance.
Across the three days, Middle East food and lifestyle TV channel Fatafeat is bringing four female chefs to present masterclasses — chefs Chahrazad Al-Hajjar, Salma Soleiman, Sumaya Obaid and Afnan Al-Jaadi.

“At Fatafeat, we’ve always striven to champion the diversity of Middle Eastern cuisines and talented chefs, which resonated with millions of families in the region. As Saudi Arabia’s culinary culture has always been, and continues to be a big part of our programs, we are excited to partake in the Saudi Food Show in celebration of the Kingdom’s rising food economy. During the event’s Top Table segment, our star-studded lineup of celebrity chefs will do a kitchen takeover and perform cooking demonstrations live off-screen,” said Grigory Lavrov, head of Fatafeat at Warner Bros. Discovery.

YouthX Saudi
At the inaugural YouthX Saudi, young talent from the Kingdom’s leading hotel chains — including the Ritz Carlton Riyadh, Grand Hyatt Alkhobar, JW Marriott Hotel Riyadh and Four Seasons Riyadh — will compete against each other in the Young Chef Challenge, to present a three-course menu in 25 minutes. The themes will be sustainability and zero waste, and menus will be judged on vision and industry acumen, alignment with the themes, presentation and taste. The winning team will not only scoop a cash prize, but also win a place in the international finals set to take place at Gulfood 2024. Judging the competition is media personality, celebrity chef and host of the hugely successful “World Café” Bobby Chin.

The inaugural Saudi Food Show is affiliated with Gulfood, the world’s largest, go-to event brand trusted by the global F&B industry. Over almost three decades, Gulfood has cultivated the credibility, loyalty, recognition, and support of the global food and beverage sector, through an unwavering commitment to delivering real global business outcomes and valuable trade deals for participants. The Saudi Food Show draws upon this legacy and powerful international foundation. The event is strictly for trade and business professionals only.


Careem partners with CarbonSifr to launch eco-friendly rides

Updated 07 January 2025
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Careem partners with CarbonSifr to launch eco-friendly rides

Careem Rides has joined forces with CarbonSifr, a climate-tech company and a participant in the inaugural Sedrah Program under the Ministry of Environment, Water and Agriculture, to launch a new eco-friendly ride option in Saudi Arabia.

Eco-friendly rides, launched in collaboration with the Transport General Authority and MEWA’s Sedrah Program, will first be available in Riyadh. Customers who choose the eco-friendly option will enjoy the same reliable and convenient everyday Careem rides while contributing to carbon removal efforts, achieved through the tree planting program of the Ministry powered by Sedrah.

Saleh Ibrahim Al-Zuwayed, director and spokesperson at TGA, said: “At the Transport General Authority, we are committed to fostering eco-friendly transport solutions that contribute to the Kingdom’s Vision 2030 goals. We also recognize and congratulate impactful initiatives that showcase how innovation can support environmental objectives and our journey toward a more sustainable future.”

Wael Ibrahim, general manager of Careem Rides in Saudi Arabia, Egypt and Bahrain, said: “This comes as part of our ongoing efforts to continuously innovate and bring a positive impact to the communities we’re part of. We are excited to make this ride option available in Saudi Arabia, giving customers the opportunity to reduce the carbon impact of their daily trips by supporting MEWA’s tree-planting projects across the Kingdom.”

The new eco-friendly ride option is part of CarbonSifr’s broader commitment to supporting Saudi Arabia’s Vision 2030 and environmental goals, and represents a significant step toward helping reduce emissions in line with national objectives. All trees planted through this initiative will be in MEWA-designated sites in Saudi Arabia, directly impacting local sustainability efforts.

By focusing on reforestation in key ecological zones, the initiative will create long-term environmental resilience, helping mitigate climate change’s effects and preserve natural ecosystems.

Yazeed Al-Shammari, Sedrah program manager, said: “CarbonSifr is one of the standout startups in our Sedrah accelerator program, and we’ve been dedicated to providing them with the support they need to succeed within the Kingdom. This partnership with Careem Rides reflects the innovative approach that will drive Saudi Arabia’s transition to a low-carbon future.

He added: “By integrating technology to reduce emissions through everyday services like transportation, they contribute directly to our national sustainability and emission reduction goals. I’m incredibly proud to see our collaboration already bearing fruit, and I look forward to this initiative’s positive impact on the Kingdom’s environmental efforts.”

Onur Elgun, CEO of CarbonSifr, said: “We are incredibly grateful for the unlimited support from our partners Careem Rides and the MEWA’s Sedrah Program. Their innovative thinking and ambition to be trailblazers have helped us enormously with this great initiative in the Kingdom.”

He added: “Through our partnership with Careem Rides, we provide a simple, effective way for individuals to participate in eco-friendly behaviors by removing their CO2 emission impact while supporting MEWA’s tree planting projects in Saudi Arabia. This program is about turning everyday actions into meaningful climate solutions, and we’re excited to bring this initiative to the Kingdom with Careem Rides, and more is yet to come.”


CATRION elevates catering experience at Dakar Rally

Updated 07 January 2025
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CATRION elevates catering experience at Dakar Rally

Dakar and CATRION, formerly Saudi Airlines Catering Company, have partnered for Dakar Rally Saudi Arabia 2025, taking place from Jan. 3–17, across the Kingdom. As both the main sponsor and exclusive catering partner, CATRION is redefining collaboration in global motorsport events.

This partnership reflects CATRION’s commitment to advancing global sports and entertainment with world-class services. It aligns with Saudi Arabia’s Vision 2030, reinforcing the Kingdom’s position as a premier hub for international events, innovation, and economic diversification.

CATRION’s role as the exclusive catering partner will see the company providing more than 9,000 meals daily, supporting over 3,000 participants, staff, and support teams across the rally. Leveraging its expertise in remote catering, CATRION has deployed six mobile kitchens, 34 support trucks, and five food trucks, supported by a dedicated team of more than 165 professionals, including 35 chefs. This robust infrastructure ensures exceptional service delivery even in the most remote and challenging environments.

The Dakar Rally’s approximately 8,000-kilometer route, spanning from Bisha to Shubaytah, highlights Saudi Arabia’s breathtaking landscapes and cultural richness. With more than 5,000 kilometers of special stages, including a 48-hour chrono stage and a marathon stage, the rally exemplifies the spirit of adventure and endurance.

This partnership between Dakar and CATRION not only supports Saudi Arabia’s vision of becoming a global destination for international sports but also enhances the Kingdom’s position as a dynamic hub for sports, entertainment, and innovation. For CATRION, this collaboration represents a significant milestone as it expands its expertise from in-flight catering to large-scale event services and global sports sponsorships.

“Together, Dakar and CATRION are setting a new benchmark for partnerships in motorsport, ensuring an unparalleled experience for participants and spectators alike, while contributing to the growth and visibility of Saudi Arabia as a global leader in sports and entertainment,” a statement said. “This partnership with Dakar and Saudi Motorsport Company highlights CATRION’s innovative approach to supporting high-profile events while reinforcing its commitment to operational excellence, sustainability, and the highest standards of quality.”


Ericsson announces new Customer Unit in Saudi Arabia

Updated 07 January 2025
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Ericsson announces new Customer Unit in Saudi Arabia

Ericsson has announced a new organizational structure for its operations in the Middle East and Africa region. As part of this transformation, the Saudi Arabia market will be served under a newly established Customer Unit, led by Håkan Cervell, vice president and head of CU Saudi Arabia.

This move is part of Ericsson’s strategic ambition to simplify its organizational setup, enhance customer responsiveness, and strengthen local market accountability. 

The newly created CU Saudi Arabia, which will serve all customers in the country, is one of five Customer Units established under the new structure. 

The broader reorganization will optimize resources, accelerate time-to-market, and empower decision-making at country level.

With more than 30 years of experience in the information communication technology industry, Cervell brings proven leadership, business development expertise, and a deep understanding of the region. Since 2022, Cervell has served as the head of CU stc, Saudi Arabia and Egypt, where he played a pivotal role in fostering strong partnerships and advancing digital transformation initiatives.

The establishment of CU Saudi Arabia is part of Ericsson’s larger regional transformation, which includes five Customer Units: CU Saudi Arabia, CU Gulf, CU West and Southern Africa, CU Central and Eastern Africa, and CU MEA North. Each unit is designed to address local market needs with increased accountability and customer focus.

In a press statement, Ericsson said that it remains committed to accelerating digital transformation and supporting Saudi Arabia’s journey toward becoming a global leader in connectivity and innovation.


Al-Habtoor Palace opens doors at Budapest’s iconic Adria Palace

Updated 07 January 2025
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Al-Habtoor Palace opens doors at Budapest’s iconic Adria Palace

Al-Habtoor Group has announced the official launch of Al-Habtoor Palace, Budapest, located within the historic Adria Palace in the heart of the Hungarian capital. This iconic building, originally constructed in the early 20th century, has been a landmark of architectural elegance and cultural significance. It has been reimagined into Al-Habtoor Palace to deliver an elevated luxury hospitality experience that combines timeless grandeur, sophistication with modern luxury.

Positioned as “A Jewel of Dubai Hospitality,” Al-Habtoor Palace marks a significant milestone in the group’s vision to bring Dubai’s renowned luxury and excellence to Europe. Guests can now enjoy a unique blend of refined amenities, bespoke care, and world-class standards that have earned Al-Habtoor Hospitality a distinguished reputation in the UAE and globally.

Inspired by the success of Al-Habtoor Palace Dubai in Al-Habtoor City, a symbol of sophistication and grandeur, the Budapest property offers the same unmatched levels of personalized service and luxury, while embracing the rich heritage of Adria Palace, a cornerstone of Budapest’s cultural legacy.

Khalaf Ahmad Al-Habtoor, founding chairman of Al-Habtoor Group, said: “The introduction of Al-Habtoor Palace in Budapest reflects our vision to expand our homegrown luxury brand to Europe. Nestled within the historic Adria Palace, Al-Habtoor Palace represents the pinnacle of hospitality while offering an unforgettable experience in one of Europe’s most vibrant cities. This marks the global debut of our ultra-luxury Al-Habtoor Palace brand from Hungary, the jewel of Central Europe, and a significant milestone for our group.”

Now welcoming guests, Al-Habtoor Palace, Budapest offers a unique stay as a beacon of luxury and sophistication, seamlessly blending the historical charm of Adria Palace with the renowned warmth and excellence of Dubai’s hospitality.


Rotana Group partners with MRC, ushering in new era of precise analytics with KSA TAM

Updated 07 January 2025
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Rotana Group partners with MRC, ushering in new era of precise analytics with KSA TAM

In a groundbreaking move to empower the media sector and enhance the quality of television and digital content in Saudi Arabia, Rotana Group, one of the region’s leading media companies, has announced a strategic partnership with the Media Rating Company. This partnership introduces the adoption of the KSA TAM system, a cutting-edge tool for audience measurement and media performance analysis.

This agreement highlights Rotana’s dedication to utilizing data-driven insights to elevate viewer engagement and streamline media production processes. By partnering with MRC, Rotana will benefit from cutting-edge measurement and analytics tools, empowering data-informed strategies for optimizing channel and content performance.

This move aligns with the General Commission for Audiovisual Media’s decision to adopt KSA TAM as the official national benchmark for audience measurement in Saudi Arabia. It reflects Rotana’s dedication to employing licensed, accurate data to deliver unparalleled insights into audience viewership across its channels.

The KSA TAM system is a state-of-the-art data integration solution that provides granular insights into audience behavior. The system tracks viewership during regular hours, prime time, and special slots, offering minute-by-minute analysis of audience engagement with programs and ad performance. By ranking channels based on audience share and viewership, it empowers advertisers to optimize their media strategies effectively.

Advertisers will gain valuable insights through detailed post-campaign analyses, covering metrics such as reach, frequency, CPM (cost per thousand impressions), GRP (gross rating points), and cost per GRP. With its ability to capture natural viewing habits across TV and digital platforms, the KSA TAM system empowers the development of comprehensive, audience-focused media strategies driven by content preferences.

Starting January, five of Rotana’s flagship channels will be measured using the KSA TAM system, providing precise data on audience engagement, content consumption patterns, and advertising effectiveness.

This partnership comes as MRC nears the completion of its pilot phase for audience measurement using smart devices. The agreement showcases years of dedication by MRC to developing advanced tools that meet global standards, offering precise analytics to support media decision-makers in refining their strategies.

Princess Lamia bint Majid Al-Saud, CEO of Rotana Media Group, said: “This partnership is a strategic milestone for Rotana channels. The KSA TAM system enables advertisers and content creators to deeply understand audience preferences and deliver content that meets their expectations. It also provides advertisers with accurate insights into target demographics, enhancing advertising strategies and strengthening Rotana’s ability to effectively connect brands with their audiences.”

Bandar Al-Mashhadi, CEO of MRC, added: “We are proud of our partnership with Rotana, a company committed to delivering exceptional local content that resonates with audiences. This agreement comes at a pivotal time as we approach the final stages of piloting smart device audience measurement. It represents the culmination of years of dedication to developing advanced measurement tools and data analytics that elevate the media ecosystem.”

He added: “This agreement is a landmark moment in our journey toward providing innovative solutions that support the media industry. The adoption of KSA TAM as a standard metric reflects our commitment to delivering modern measurement tools that align with global benchmarks. Our collaboration with Rotana highlights this dedication, supporting local content while meeting audience expectations and enhancing the Saudi media sector’s regional and global standing.

“Rotana Group boasts diverse content, including films, talk shows, music, and other outstanding productions. This partnership offers a significant opportunity to analyze and refine this content, ensuring maximum value for viewers.”