Lulu Hypermarket in Saudi Arabia has launched its participation in the Ministry of Culture’s “Year of Saudi Coffee” campaign, a grand promotion meant to draw attention to the culinary and cultural significance of Saudi-grown coffee beans and its unique symbolism as a marker of Saudi hospitality.
The government has designated 2022 as the “Year of Saudi Coffee.” The word coffee itself is derived from the Arabic word “qahwa.” The Kingdom has many indigenous varieties of the coffee berry, which is cultivated and processed for the world’s favorite hot beverage. Some famous Saudi-grown coffee brands are Yatooq, Najdya, Jabaliyah, Red Gold, and others.
The campaign was launched at the LuLu store in Riyadh’s Atyaf Mall, in the presence of representatives from the Ministry of Culture, the Culinary Arts Commission, and the Saudi Coffee Initiative team. They were welcomed by Shehim Mohammed, director of LuLu Hypermarket Saudi Arabia, and other LuLu officials.
The campaign will see LuLu Hypermarket supporting efforts to underscore the local heritage of the Saudi coffee, as it joins the movement to change the reference to “Arabic coffee” across the Kingdom to “Saudi coffee.”
The focus will be on promoting the local Khawlani coffee as an indigenous bean, which has been passed down for generations by the ancient tribes of Khawlan, who have grown and processed Khawlani coffee beans in the verdant valleys of Saudi Arabia’s southern region of Jazan, for more than 300 years. The Khawlani coffee beans are considered among some of the most reputable coffee beans in the world and described as the “green gold” of Jazan, one of the biggest producers of coffee in the world.
Saudi Arabia is also one of the largest producers of the arabica coffee, and Saudis are ranked among some of the finest consumers of the beverage.
“LuLu will join in the ‘Year of Saudi Coffee’ as a key promoter and we will start using distinctive Year of Saudi Coffee 2022 artwork on all point-of-sale materials such as reusable bags, paper cups and facial tissues, as a visual reminder of the Saudi coffee heritage,” said LuLu Saudi director Mohammed.
“There will be a dedicated Saudi coffee section in our in-store roasteries, featuring the Khawlani and other Saudi coffee brands. Local coffee farmers will be extensively promoted in our stores and we will have special Saudi coffee tastings throughout the year.”
Mohammed said that Saudi coffee showcases the spirit of generosity and sharing embedded in Saudi culture, and by highlighting the tools, ingredients and methods of preparing and serving Saudi coffee, LuLu aims to celebrate Saudi coffee cultivation techniques and also Islamic history, where coffee was one of the first unique gifts of this region to the world.
“We are grateful to the LuLu Hypermarket chain for partnering with us and being a platform for our efforts,” said Mayada Badr, CEO of the Culinary Arts Commission. “The community itself is a big supporter and we are confident that the availability of Saudi coffee in such a prominent and widespread outlet chain will help us to show this rich culture and heritage to the world.”