Our Land's Goodness Campaign: Supporting national products during Ramadan and ensuring food security

The Ministry of Environment, Water and Agriculture in the Kingdom of Saudi Arabia announced the launch of its extensive awareness campaign under the slogan “The Bounty of Our Land,” coinciding with the approach of the holy month of Ramadan. This strategic initiative aims to encourage citizens and residents to consume national agricultural products and their processed derivatives, reflecting the Ministry’s commitment to strengthening the food security system and supporting the local economy.

Campaign objectives and the Kingdom's Vision 2030

The “Our Land’s Bounty” campaign is an integral part of the Kingdom’s Vision 2030, which places great emphasis on the agricultural sector as a cornerstone of economic diversification. Through this initiative, the Ministry aims to increase self-sufficiency in several vital food commodities and support local farmers to ensure the sustainability of their production. The campaign also works to instill a culture of prioritizing locally produced goods, which are characterized by their high quality and freshness, given their shorter supply chains compared to imported products.

The diversity and quality of national products

The campaign highlights a diverse range of products available in the Kingdom that are in high demand during the holy month. This list includes:

• Dates: The Kingdom is one of the world’s largest exporters and producers, and its dates are of exceptional quality.
• Red meat and poultry: which are subject to strict controls to ensure their safety.
• Dairy and dairy products: This is a sector in which the Kingdom has achieved very high levels of self-sufficiency.
• Olive oil and honey: products that are witnessing remarkable growth in various agricultural regions such as Al-Jawf and the South.
• Vegetables, fruits, and citrus fruits: which arrive in the markets fresh daily.

Field monitoring and market readiness

To ensure the success of this campaign and provide a safe shopping experience for consumers, the Ministry of Environment's field teams intensified their monitoring efforts. These efforts included thousands of inspection visits to public markets and slaughterhouses across the Kingdom. These proactive measures aim to ensure the availability of food supplies, compliance with health and safety regulations, and to guarantee that markets are free from any violations that could affect consumer health or the quality of products served at breakfast.

Economic and social impact

The importance of the “Our Land’s Bounty” campaign extends beyond food security to encompass significant economic and social dimensions. Supporting local produce directly contributes to increasing agricultural GDP and creates new job opportunities for Saudi youth in the agricultural sector and related logistics. Furthermore, relying on the land’s resources strengthens the community’s connection to its natural wealth and ensures resource sustainability for future generations.