Our Land's Goodness Campaign: Supporting National Products in Ramadan 1447 AH

The Ministry of Environment, Water and Agriculture launched a comprehensive national awareness campaign under the slogan "The Bounty of Our Land," coinciding with the start of the holy month of Ramadan 1447 AH. This initiative aims to encourage consumers, both citizens and residents, to favor and consume national agricultural products and their processed derivatives, reflecting the Ministry's commitment to supporting local farmers and strengthening the Kingdom's food security system.

Enhancing self-sufficiency and Vision 2030

This campaign comes within a broader strategic framework aligned with the goals of the Kingdom's Vision 2030, which places the agricultural sector and its sustainability at the heart of its priorities. In recent years, the Kingdom has witnessed radical transformations in this sector, moving from complete reliance on imports for some products to achieving high levels of self-sufficiency in vital goods. The "Our Land's Bounty" campaign works to establish a consumer culture that supports this trend, contributing to increased agricultural GDP and the building of a diversified and sustainable economy.

The Ramadan food basket offers a variety of local produce

The holy month of Ramadan focuses on specific food items that form part of the authentic Saudi table. In this context, the campaign highlights the quality of local produce, which is characterized by its high nutritional value and freshness due to shorter supply chains compared to imported products. The list of targeted products includes:

• Dates: which are a symbol of generosity and hospitality and an essential component of breakfast.
• Red meat and poultry: which are subject to strict controls to ensure their safety.
• Olive oil and honey: produced in different regions of the Kingdom with a quality that rivals international standards.
• Dairy products, citrus fruits, and millet: which reflect the environmental and geographical diversity of the Kingdom.

Field inspection: a guarantee of quality and availability

To ensure the success of this initiative, the Ministry did not limit itself to awareness campaigns alone, but also intensified its field teams' inspection tours across the Kingdom. These tours, which included thousands of visits to public markets and slaughterhouses, aimed to ensure an ample food supply to meet the increased demand during the holy month, as well as to verify compliance with health requirements, regulations, and bylaws. These measures serve as a safeguard for consumers, guaranteeing the availability of safe, healthy, and high-quality products for Ramadan meals, thus enhancing confidence in domestic products and supporting the sustainability of local production.