The SaudiFood Show Drives Innovation and Strategic Growth to Accelerate Thriving Market
The Saudi Food Show 2025 showcased Saudi ingredients, retail trends, and AI adoption, attracting global business leaders and buyers. Top Table Saudi featured chefs showcasing authentic flavors.
Fri, May 16, 2025
3 min
The Saudi Food Show 2025 opened its doors for its second day as the Riyadh Front Exhibition and Conference Centre once again transformed into a vibrant hub of business and trade. Thousands of visitors explored, tested, and experienced hundreds of thousands of cutting-edge products and innovations in a dynamic showcase designed to elevate the nation’s billion-dollar market.
Among those to gather were top business leaders and buyers from around the world as they joined professionals and experts in the capital to embrace new opportunities and fuel the country’s food sector.
At a time where the Kingdom’s F&B market is projected to reach USD $24.29 billion by the end of this year, Fawaz Shakaa, CEO of Farm Dairy Company and Board Member of the Jordan Chamber Industry said he is seeing the benefits of being present for the first time.
He commented: “Consumption patterns in the country are clearly evolving, as more consumers show a growing preference for international products. At the same time, the Kingdom is growing rapidly and is attracting different tourists from around the world, making it a key market. As such, Saudi Food Show allows us to network and do business with one another, benefitting both Saudi and Jordan.”
Bandar Okrin, CEO of Saudi-born Kinza, said consumers are at the forefront of its strategy. He stated: “We focus more on the consumer’s preferences as we believe they are key to success in the future. Today, we are placing more emphasis on utilising Saudi ingredients in our products which is a top priority while empowering local talent to grow our brand and contribute to the Vision 2030 strategy.”
The event has attracted thousands of leading global companies and national pavilions. Among them is Mexico’s iAURA with its representatives engaging with over 100 potential buyers, generating significant interest in its portfolio of products.
iAURA’s CEO, Guadalupe Miranda confirmed they will return next year after being impressed with the scale of the event.
He said: “We’ve already decided that we’ll return every year as we’ve seen strong interest from businesses in our chickpeas, which are exclusively produced in Mexico. This is no surprise as it is widely used for hummus – one of the most popular dishes in this region.”
At the Saudi Food Summit, the audience gained a fascinating insight on the trends and growth opportunities in the retail sector from expert speakers in the public and private sectors.
Justin Emmanuel Steinbach, CEO of IFFCO Professional, Manuel Garabato, Marketing Director of Global Emerging Markets, General Mills, Bobby Rajendran, CEO of Tamimi Markets, and Jens Sievert, Director- International Design and Branding – Daymon, spoke about why organizations need to embrace AI in their day-to-day operations, saying it can speed up experimentation, simulation, and decision-making. The panel also highlighted that there is an increasing preference for personalization, emotional connection and purpose from consumers in the retail sector.
The interactive and popular Top Table Saudi continued with both Saudi and international chefs delivering engaging masterclasses. They shared fresh ideas and showcased signature dishes while providing a glimpse into the future of gastronomy.
Top Chef Middle East participant and esteemed Saudi cuisine ambassador, Areej AlShareef, was among the highly influential culinary experts present, captivating the crowds with her expertise and showcasing the rich, authentic flavours of the Kingdom
She stated: “Cooking is my passion, I don’t really focus too much on recipes and I try to give the real flavor but with a different kick. There are so many fresh ingredients in Saudi Arabia which I use and people will now know, which they can put in their dishes.”
Another chef in attendance was Azzam Al Sowayan, Sous Chef at Fairmont Riyadh. He shared key tips on combining Saudi cuisine with international dishes, as well as advice on pursuing a career in cooking.
He explained: “Saudi cuisine has incredibly rich and abundant ingredients. Blending global cuisine with Saudi flavors may seem easy to attempt but can be challenging to perfect. My advice for anyone wanting to become a chef is patience and endurance are key to overcome the challenges that go side by side to becoming a successful chef.”