The "Dates Are Better" campaign: Promoting Saudi dates in the food industry
In a strategic move aimed at enhancing the economic value of national products, the Minister of Environment, Water and Agriculture, Engineer Abdulrahman Al-Fadhli, launched the national promotional campaign initiated by the National Center for Palms and Dates under the slogan "Eat the Best Dates." This initiative seeks to solidify the position of Saudi dates as a fundamental and key component in diverse food industries, targeting major retail markets and the education sector.
A strategic shift in date consumption
The General Supervisor of the National Center for Palms and Dates, Engineer Ahmed Al-Ayadah, explained that the campaign represents a turning point in the concept of date consumption. It seeks to transform this product from its traditional image as a fruit consumed directly to a vital, value-added element integral to the food system and innovative products. The new strategy aims to integrate dates and their derivatives into a wide range of vital sectors, including baked goods, sweets, dairy products, and beverages, aligning with the modern lifestyles of consumers seeking healthy and natural options.
Broad partnerships and community engagement
The campaign witnessed widespread engagement, reflecting the integrated roles of the public and private sectors. More than 10 major food companies and 20 brands specializing in the restaurant and café sector participated by offering innovative menus featuring dates. The campaign extended beyond markets to include on-the-ground activities in schools to instill a culture of healthy eating in young people, as well as collaboration with smart delivery applications to ensure the products reached the widest possible segment of society.
Economic dimensions and keeping pace with Vision 2030
This campaign gains its importance from the economic weight of the palm and date sector in the Kingdom of Saudi Arabia, which is one of the pillars of food security and an important source for diversifying national income in accordance with the objectives of the Kingdom’s Vision 2030. These moves come at a time when the sector has achieved qualitative leaps, as the Kingdom’s annual production has exceeded 1.9 million tons, enabling it to lead the global scene in date exports with a value of nearly 1.7 billion riyals.
Global leadership and nutritional value
Saudi dates have successfully reached consumers in 133 countries worldwide, thanks to their high quality and diverse varieties. The current campaign focuses on highlighting the health benefits of dates as a natural alternative to processed sugars, emphasizing their richness in fiber and minerals, which gives them a competitive edge in global markets increasingly favoring organic and processed products. This expansion into processing industries is a crucial step to maximize the economic return from surplus production and create promising investment opportunities for entrepreneurs in the food sector.
