The Saudi Coffee Company announced Thursday the signing of a cooperation agreement with the Culinary Arts Commission to promote and preserve Saudi Arabia’s unique and diverse culinary heritage.
The agreement will help promote Saudi Arabia’s coffee product as one rooted in the past, present and future of Saudi society.
It will celebrate Saudi Arabia’s coffee heritage, support the development of the national coffee industry and empower local talents.
The company is a subsidiary of the Public Investment Fund established to transform Saudi Arabia’s Coffea Arabica into a global product.
“The Saudi Coffee Company is ramping up efforts to be a pioneer in developing the coffee industry in Saudi and celebrating coffee heritage with the Culinary Arts Commission,” Saudi Coffee Company CEO Raja al-Harbi said.
He stressed that the agreement is a major step that will help the company communicate its values and message to the public.
Mayada Badr, CEO of the Culinary Arts Commission, said: “Our cooperation agreement with Saudi Coffee Company aligns with our mission to share the richness of our culinary arts and traditions with the world. “
This agreement will further enhance the Kingdom’s long-standing legacy of coffee growing, underscoring the Company’s distinctive product, Badr added.
The terms of the agreement include plans to work across multiple platforms including content creation, sponsorship, marketing and merchandising opportunities to market Saudi Arabia’s coffee beans more widely.
It provides for collaborative work between the commission and the company in several areas, such as a program to develop a media library and local culinary arts stories and the designing and marketing of tourism routes for coffee plantations.
It will support Saudi coffee events and festivals, issue licenses to Saudi coffee experts, encourage local production, promote the company’s products in digital shops specializing in Saudi culinary arts, and set standards for the processing of coffee beans.
The Saudi Coffee Company’s vision is to ensure that the national coffee industry is enabled along its entire value chain, from bean to cup.
It will play a vital role in developing sustainable coffee production in Saudi Arabia’s southern region, home to the world-famous Coffea Arabica.
