Support for Saudi Arabia's New Global Food and Beverage Mega-Event Confirmed

The Kingdom of Saudi Arabia's inaugural event, InFlavour, a major Food and Beverage extravaganza, has forged significant partnerships backed by the government. This support comes from four pivotal entities that drive F&B adoption and economic growth within the Kingdom: the Ministry of Environment, Water and Agriculture (MEWA), the Culinary Arts Commission, the General Food Security Authority (GFSA), and the Saudi Business Centre. These collaborations underscore the Saudi Government's dedication to ensuring sustainability, food security, and innovation within the Kingdom's food technology sector, to establish regional and global sector standards.

InFlavour, a three-day event organized by Tahaluf, a strategic joint venture of Informa PLC and the Saudi Federation for Cyber Security, Programming, and Drones (SAFCSP), is set to revamp the Kingdom's events industry. It will take place at the Riyadh Exhibition and Convention Centre in Malham from October 29 to 31. Notably, it has garnered participation from both regional and international brands, including heavyweights like PepsiCo, Al Rabie, Nadec, Arabian Agricultural Services Company (ARASCO), and Nestlé.

Anticipating the landmark inaugural edition, MEWA Minister His Excellency Abdulrahman Abdulmohsen A. AlFadley has expressed his belief that InFlavour will mark a significant turning point in the Kingdom's approach to addressing critical challenges in the food sector.

“The current state of global food systems presents us with pressing challenges that demand immediate action for food security and sustainability. The Kingdom of Saudi Arabia recognises the gravity of this situation and has taken significant measures to enhance the efficiency, sustainability, and resilience of its agri-food systems, with the objective of achieving food and nutrition security,” said AlFadley.

“To further accelerate our efforts in consolidating and fostering an enabling business environment that connects top players in the field, I am delighted to welcome our supporting government partners and thank them for their efforts in making this launch edition of InFlavour a truly unique and industry shaping event. This platform also will play a crucial role in strengthening food-related businesses, enabling them to prosper while exploring innovative solutions for securing nutritious food that meets the dietary needs and food preferences of our society.”

Of note, the Saudi Business Centre is extending its support to a trade event for the first time, providing attendees and exhibitors with exclusive access to necessary documentation and permit requirements, along with expert assistance during their visit.

InFlavour will also introduce "Invest and Indulge," an investor program designed to connect a range of projects and assist in diversifying investor portfolios. Participants will explore Saudi Arabia's growing importance as an international hub for import, export, and re-export activities, in addition to engaging with over 50 cutting-edge F&B startups participating in tailored matchmaking and pitching programs. One of the key objectives of the InFlavour Investor Programme is to help domestic and global food sector innovators secure the necessary funding for transformative development.

Distinguished keynote speakers include Aamer Sheikh, CEO of PepsiCo Middle East, Dr. Juan Carlos Motamayor Arias, CEO of Food Company NEOM, and Mohammed Alshuhail, EVP of Food Service at Almarai. Notably, Amy Wu, an award-winning agritech journalist and the creator of 'Farms to Incubators,' a multimedia platform that shares the stories of female leaders and innovators in agritech, will also be a featured speaker during this three-day event.

“InFlavour, the only official Government-backed event of its kind in the Kingdom, will help ignite a growth wave in the food systems sector with attendees diving deep into the latest trends and innovations to drive a healthier and more sustainable food investment ecosystem,” said Michael Champion, Chief Executive Officer of Tahaluf.

“The incredible amount of government support we have seen will encourage world-leading agri-innovation funders, entrepreneurs, and start-ups to power InFlavour as an extraordinary business driver in a market of unparalleled potential by providing a connective bridge between local and international players. This support is also a clear demonstration of the Saudi Government’s clear commitment to securing sustainability, food security, and innovation within the Kingdom’s food technology sector to help it set regional and global sector benchmarks.”

As the first event planner in the Kingdom, Tahaluf takes pleasure in offering a platform that facilitates communication between investors and startups, as well as between investors themselves. Similarly, investors gain by having immediate access to fresh concepts, capital, staff, and technology in one location.

The inclusion of the Chefs' Arena, a fascinating cooking area with a focus on competitive culinary showdowns and culinary performances, has also been revealed by the organisers. It is anticipated that prominent chefs, accomplished cooks, and aspiring culinary artists will showcase their skills and inventiveness in the culinary arts.