Lulu Hypermarket in the Kingdom of Saudi Arabia in cooperation with the Ministry of Culture Monday launched the Year of Saudi Coffee 2022, a grand promotion meant to draw attention to the culinary and cultural significance of Saudi-grown coffee beans and its unique traditional and symbolism as a marker of Saudi hospitality. The word coffee itself is derived from the Arabic word Qahwa and Saudi Arabia has many indigenous varieties of coffee berry which are cultivated and processed for the world's favorite hot beverage. Some famous Saudi-grown coffee brands are Yatooq, Najdya, Jabaliyah, Red Gold,etc.. The campaign was launched in the presence of representatives of the Ministry of Culture, the Culinary Arts Commission, and the Saudi Coffee Initiative team, at LuLu Hypermarket, Atyaf Mall who were welcomed by the director of LuLu Hypermarkets Saudi Arabia Shehim Mohammed and LuLu officials. The campaign will see LuLu Hypermarkets in Saudi Arabia supporting the efforts of Saudi Coffee to underscore the local heritage of the product as LuLu joins the move to change the reference to "Arabic Coffee" across the Kingdom to "Saudi Coffee". The focus will be on promoting Saudi 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 Jazan, a region in the southern-most tip of Arabia, for over 300 years. Khawlani coffee beans are considered amongst some of the most reputable coffee beans in the world and described as the green gold of Jazan region, one of the biggest producers of coffee in the world. Saudi Arabia is also one of the largest producers of Arabica coffee in the world, and Saudis are ranked as some of the finest consumers of the beverage. "LuLu will join in the Year of Saudi Coffee as a key promoter and we shall start using distinctive Year of Saudi Coffee 2022 artwork on all point of sale materials such as Reusable bags, Paper cups and Facial tissue as a visual reminder of the Saudi Coffee heritage," said Shehim 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 shall have special Saudi Coffee Week 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 aimed 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 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 the world that this rich culture and heritage." — SG
