The Middle East has a new annual food trade fair, Sirha Arabia, which will be held from October 1 to 3 at the Riyadh Front Expo. This new Sirha Food event, organized in collaboration with the Culinary Arts Commission of Saudi Arabia, will gather more than 300 exhibitors and brands, becoming a meeting point for food, equipment, bakery, and coffee professionals.

With more than 40% of the population made up of expatriates, and with international tourism on the rise, there is a growing demand for a more diverse and high-end offering in the Saudi market. In this first edition of Sirha Arabia, Sirha Food contributes its local experience so that restaurant professionals can respond to the needs of the population (discover new culinary cultures, have real experiences, consume healthier foods, and more), but also to highlight the local culinary wealth and its products.

With the aim of inspiring chefs, the fair will have various spaces: Sirha Food Forum, where current and future issues of the sector such as transmission, territory tourism, sustainable development, creativity and innovation will be debated to inspire the next generations ; Sirha Food Masters, dedicated to masterclasses for chefs, bakers, and pastry chefs; Sirha Food Newcomers, an exhibition of all the new products proposed by brands arriving for the first time in the Middle East market, and Pop Up Dinners orchestrated by famous international and local chefs.