SADAFCO celebrates the Kingdom’s heritage at Al Janadriyah-31


The Saudia Dairy and Foodstuff Company (SADAFCO) is participating in Al Janadriyah-31 to celebrate the Kingdom’s rich cultural heritage while showcasing its appreciation for the thousands of people who have supported the company for the past four decades.

At the festival, SADAFCO will share the story of its evolution within the Kingdom since it was established in 1976 while offering consumers opportunities to interact with the company and its brands through games and competitions.

Wout Matthijs, Chief Executive Officer, SADAFCO

“Al Janadriyah is special in the hearts and minds of the people of Saudi Arabia,” said Wout Matthijs, Chief Executive Officer, SADAFCO. “We are excited to showcase a beautifully crafted pavilion built around the theme of the ‘Tree of Life’. We selected the theme as it symbolizes the characteristics of our Saudia brand as well as the SADAFCO commitment to Saudi Arabia.”

“The roots of the tree symbolize 40 years of trust,” added Matthijs. “The bark symbolizes trustworthiness, the family shelter represents the bond between family members, its stable stature illustrates consistency and its vitality showcases that even after four decades, SADAFCO is constantly adding and offering new varieties and a wide range of products.”

Visitors will be able to sample some of these products as well as traditional dishes made using the Saudia range. Included among the products to be sampled are newcomers Soy Drink, Date Milk and Arabic Coffee.

The well-known ‘Save Me Saudia Milk’ television advertisement will also be aired prompting the older generation of Saudis to relive their childhood memories with their children. Visitors are encouraged to go to the Saudia Pavilion and to take a photograph of themselves with a white “milk” moustache after which the photographs will be suspended from the Saudia Tree of Life and shared on social media.

Al Janadriyah-31 began with the VIP invitation-only opening by the Custodian of the Two Holy Mosques King Salman bin Abdul-Aziz Al-Saud on Wednesday, 1 February. Gates to the general public were open from 2 February onwards, with singles welcome from Thursday toSunday (2-5 February) and families from Monday, 6 February, until the end of the festival on Friday, 17 February.

Established in 1976, SADAFCO has risen to become a leading dairy and foodstuff manufacturer, importer, distributor and marketer in Saudi Arabia and has established a strong reputation and loyal following in the food and beverage industry across the GCC region.