In a strategic move to enhance the economic and cultural value of Saudi dates, the National Center for Palms and Dates, under the patronage of His Excellency the Minister of Environment, Water and Agriculture, Engineer Abdulrahman Al-Fadhli, launched a national promotional campaign under the slogan “Eat Dates, They're Better.” This ambitious initiative aims to transform dates from a traditional consumer product into a key and innovative ingredient in modern food industries by targeting major retail markets and other vital sectors.
A flourishing cultural and economic legacy
The date palm and dates have always been intertwined with the history and roots of the Kingdom of Saudi Arabia. They are not merely a fruit, but a symbol of generosity and authentic hospitality, and an integral part of the cultural and social heritage. Throughout the ages, dates have been a staple food in the Arabian Peninsula, and today, the Kingdom seeks to take this rich legacy to new heights. This campaign comes at a time when the Saudi date sector is experiencing unprecedented growth, with annual production exceeding 1.9 million tons. The Kingdom has become a leading global exporter, with exports valued at nearly 1.7 billion riyals, reaching markets in 133 countries, thus solidifying its position as a major player in the global market.
Strategic goals and future vision
Engineer Ahmed Al-Ayadah, the center's general supervisor, confirmed that the campaign aims to transform dates into a value-added element within the food system. The new strategy focuses on supporting research and development to create innovative date-flavored products, such as baked goods, sweets, dairy products, and beverages, to meet evolving consumer tastes and fast-paced lifestyles. The initiative includes a broad interactive campaign with the participation of more than 10 major food companies and 20 companies specializing in the restaurant and café sector, offering diverse options to cater to various tastes.
Local and international impact in line with Vision 2030
The campaign's impact extends beyond the economic sphere to encompass health and social dimensions. Its reach has expanded to include on-the-ground implementation in schools to instill healthy eating habits in younger generations, as well as its promotion through smart delivery applications. These efforts align directly with the objectives of the Kingdom's Vision 2030, which aims to diversify national income sources and increase non-oil exports. Internationally, this campaign opens doors for Saudi date-based processed products to compete globally, capitalizing on the global trend towards healthy food and natural sugar alternatives. This gives dates a unique competitive advantage and strengthens their global brand.
