The Saudi Coffee Company, wholly owned by the Public Investment Fund, has launched its second annual Saudi Sip of Excellence Competition, where Saudi coffee farmers will compete for a grand total prize pool of SR240,000 ($63,910).

Held in partnership with the global nonprofit Alliance for Coffee Excellence, the competition is designed to educate, empower, and reward coffee farmers from Saudi Arabia’s southern region. This year, entrants from Jazan, Baha, Muhayil Asir and Rijal Almaa will get a platform to showcase their finest green coffee and brews, to a panel of international judges from Alliance for Coffee Excellence, whose experts hail from leading markets like Brazil, Nicaragua, the UK and US, Canada, Belgium, Australia, and Japan.

Through careful inspection and evaluation of a 25-kg sample from each contender over a one-month period, the jury will select 12 winners from the participating cities. The prizes for the top three positions in each city are: SR25,000 for first place, SR15,000 for second place and SR10,000 for third place. The competition will also award cash prizes to the fourth- and fifth-place winners from each city, encouraging meaningful widespread participation.

In addition to monetary rewards, the competition connects winners with larger markets through new networks to importers, exporters, auctions, showcases, and outlets.

“This year marks a significant expansion for the competition,” said Khalid N. Abu Theeb, CEO of Saudi Coffee Company. “With the involvement of more cities, more farmers, and a greater focus on every aspect of production, we hope events like this will help elevate quality Saudi coffee on the global stage while empowering our local farmers.”

By helping Saudi farmers reach global industry standards for high quality coffee, the competition supports Saudi Coffee Company’s efforts to empower the wider sector. 

After careful examination of their crop, farmers can engage with industry experts to receive constructive feedback on factors such as soil and water quality, implementing the right fertilizer, picking and pruning practices, securing tools and infrastructure, obtaining commercial records and licenses, and building out their websites, marketing, packaging, and branding.

With its focus on improving the quality of Arabica green coffee in the southern region, the competition is keen to identify the next great specialty Saudi coffees. Farmers wishing to participate should submit entry forms and 1-kg coffee samples — the last date of submission being Jan. 9. Selected farmers will be asked to submit a 25-kg sample by Jan. 18. 

The initial round of phase 2 inspection and evaluation of 40 selected contestants will be completed by Jan. 25. A second round of 20 samples will be further inspected on Jan. 29, and a final round of 12 samples on Jan. 30. Winners will be announced during the International Coffee Festival.

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.”