The Saudi Ministry of Environment, Water and Agriculture launched a national awareness campaign under the slogan “The Bounty of Our Land,” coinciding with the approach of the holy month of Ramadan 1447 AH. The campaign primarily aims to encourage consumers to purchase national agricultural products and their processed forms, highlighting their high quality and nutritional value, thus serving multifaceted strategic objectives.
General context and objectives of Vision 2030
The “Our Land’s Bounty” campaign comes within the context of the comprehensive economic transformation underway in the Kingdom of Saudi Arabia as part of Vision 2030. Diversifying income sources away from oil is one of the most important pillars of this vision, and the agricultural sector plays a pivotal role in achieving this goal. For years, the government has been striving to build a sustainable agricultural sector capable of achieving food security for the Kingdom by adopting modern agricultural technologies, supporting farmers, and rationalizing water consumption. This campaign is not merely a seasonal appeal, but rather part of a long-term strategy to enhance self-reliance and reduce the food import bill, thereby strengthening the resilience of the national economy in the face of global market fluctuations.
The importance of the campaign and its expected impact
At the local level, the campaign is expected to have a direct positive impact on local farmers and producers by increasing demand for their products, thus contributing to improved incomes and business sustainability. The campaign also aims to raise consumer awareness of the importance of supporting the national economy through their daily purchasing decisions. The products highlighted in the campaign include a comprehensive Ramadan food basket, such as dates, red meat, poultry, olive oil, dairy products, honey, citrus fruits , and other crops characteristic of the Kingdom's various regions. The selection of these products reflects the richness of local production and its ability to efficiently and efficiently meet the needs of the Ramadan table.
At the regional and international levels, the Kingdom's success in enhancing its self-sufficiency in basic agricultural products serves as an inspiring model for countries in the region facing similar climatic and environmental challenges. Furthermore, supporting local production reduces the carbon footprint associated with long-distance food transport, aligning with global trends toward environmental sustainability. This awareness campaign coincides with intensive monitoring efforts by the Ministry's field teams across public markets and slaughterhouses throughout the Kingdom to ensure ample supply and food safety, and to verify that establishments comply with health regulations and standards, thus guaranteeing the provision of safe and high-quality products to consumers during the holy month.
