Saudi Food Show 2025: A Strategic Platform Fueling Innovation in the Kingdom’s F&B Sector

Beneath the gleaming surface of product showcases and culinary flair lies a more consequential narrative: Saudi Arabia is reengineering its F&B ecosystem not only to reduce import dependence, but also to export regional culinary influence.

A Platform for Commercial Diplomacy

Executives fr om global and regional firms gathered to seize commercial opportunities in a rapidly modernising consumer market. Among them was Fawaz Shakaa, CEO of Farm Dairy Company and board member of the Jordan Chamber of Industry, who highlighted shifting consumption patterns and the increasing receptivity of Saudi consumers to international products. “The Saudi Food Show gives us a platform to network and build bridges between Saudi and Jordanian markets,” he noted.

Local players, however, are not content to merely receive imports. Kinza, a homegrown Saudi brand, exemplifies the Kingdom’s strategy of localisation with global aspirations. CEO Bandar Okrin stressed the company's focus on using Saudi-grown ingredients while aligning its growth model with national goals: “Consumers are at the heart of our strategy. We want to empower Saudi talent and create products that reflect the local identity while meeting international standards.”

This hybrid model—import openness balanced by domestic capacity-building—has become a cornerstone of Saudi economic policy, particularly in food security and agribusiness.

Global Engagement, Local Impact

The event drew participation from numerous national pavilions, including Mexico’s iAURA, which garnered interest from more than 100 buyers. CEO Guadalupe Miranda affirmed their return in 2026, citing regional enthusiasm for chickpeas—a staple in Middle Eastern cuisine. “Hummus is a cultural icon here. It’s no surprise that buyers are eager for high-quality Mexican produce,” he said.

Beyond trade booths, the Saudi Food Summit featured a high-level discussion on AI adoption in retail, led by figures such as Justin Emmanuel Steinbach (IFFCO), Manuel Garabato (General Mills), and Bobby Rajendran (Tamimi Markets). The panel pointed to artificial intelligence as a catalyst for experimentation, speed, and consumer-centric retail innovation. Personalisation, emotional resonance, and brand purpose were identified as growing expectations among Saudi consumers—trends that mirror global retail dynamics.

The Gastronomic Identity of a Nation

While deals were struck and strategies debated, the event also offered a cultural showcase through the Top Table Saudi program. Chefs like Areej AlShareef, a prominent ambassador of Saudi cuisine and Top Chef Middle East participant, highlighted the evolution of local food traditions. “I don’t follow recipes strictly,” she explained. “I try to preserve the original flavour but with a modern twist. Saudi Arabia has so many fresh ingredients that are still underappreciated.”

Azzam Al Sowayan, Sous Chef at Fairmont Riyadh, echoed this sentiment while discussing the fine balance of fusion cuisine. “Combining global dishes with Saudi flavours is not as easy as it looks. It takes patience and a deep respect for both culinary cultures,” he said.

Recognising Excellence in Innovation

The Saudi Food Excellence Awards, a highlight of the show, celebrated innovation across ten product categories. Notable winners included:

• Euroaliment Proeedor Alimentos Calidad for Best Gourmet Product (Pons Janiroc Organic Olive Oil)

• Neon Sanayi Ve Gida for Best Coffee Innovation (Turkish Coffee Mocha with Orange Essence)

• Le Bonheur for Best Packaging (Musical Barrel Organ Pralines)

• Coppola Foods for Best Food Innovation (Fabalous Organic Hazelnut & Cocoa Spread)

• Gandour for Best Saudi-Made Product (Tamria Cakes made with Saudi dates)

• A Spice Affair / Nutrivlla Foods Inc for Best Health Product (Golden Booster Latte & Smoothie Mix)

• Parmafood Group for Best Plant-Based Product (Cashew Ricotta alternative)

• Gündoğdu for Best Dairy Product (Poucheese Bohça Peyniri)

• Habso Drinks for Best Beverage (Black Seed Sparkling Infusion)

• Nestlé for Best Snack Product (Fitness Fiber Bar with No Added Sugar)

These awards underline Saudi Arabia’s commitment to fostering an ecosystem wh ere tradition and technology converge.

Looking Ahead

As the Saudi Food Show concludes, the message is clear: the Kingdom’s F&B sector is not merely growing—it is transforming. The convergence of international participation, local innovation, and policy alignment makes it one of the most dynamic food markets in the region. More than just a trade fair, the Saudi Food Show is becoming an annual barometer of the Kingdom’s ambitions and the private sector’s capacity to rise to the challenge.

For more information, visit: www.saudifoodshow.com