Building on the success of the previous two editions of ‘My Saudia Kitchen’ campaign, Saudia Dairy and Foodstuff Company (Sadafco), a leading FMCG company in the region, recently organised a unique ‘Culinary Challenge’ event for women in Jeddah.

The event was aimed at enhancing Saudi women’s daily cooking experience with easy to implement creative concepts, expert tips and professional guidance, said a statement from the company.

The ‘Culinary Challenge’ event was held at the Al Shallal amusement park where Sadafco hosted celebrity Chef Summaya Al Idrissi at a Saudia branded stand, it added.

Following Saudia Kitchen campaigns’ three step theme of ‘plan’, ‘cook’ and ‘impress’; Chef Al Idrissi prepared various innovative dishes within 15 minutes using Saudia range of products.

Furthermore, the chef also shared expert tips with the women only audience for creatively planning a meal and preparing an impressive layout, further added the statement.  

Besides the cooking demonstrations by Chef Al Idrissi, the ‘Culinary Challenge’ event also witnessed a cooking competition between two lady participants who were asked to showcase their culinary prowess by cooking innovative dishes using Saudia range of products.

The prepared dishes were later judged by Chef Al Idrissi who awarded a modern food processor worth SR3500 ($933) to the winner. All contestants were also presented with a certificate of appreciation, said the statement.

Mohammed Rafeeq, marketing manager of Sadafco, said: “At Sadafco, we understand that the art of cooking is held in high regard and cherished within the Arab world and women in Saudi Arabia take pride in providing tasty and quality meals to their families.

“When we introduced the now successful ‘My Saudia Kitchen’ campaign, our goal was to directly engage with women by offering them insights about a daily activity that they are passionate about. The ‘Culinary Challenge’ event is yet another of our endeavours to enrich the cooking experience of Saudi women as they learn from acclaimed cooking experts,” he added. – TradeArabia News service