Riyadh Air’s partnerships with Saudi Coffee Company and Milaf Global Food Company reveal how the Kingdom’s upcoming national carrier plans to address this through authentic cultural differentiation.
The agreements bring Saudi coffee sourced from Jazan, Abha, and Al Bahaโregions known for cultivation at altitudes exceeding 1,000 metresโalongside premium dates including Ajwa, Sukari, and Segai varieties.
Milaf Global Food Company selects only the top 5-7% of harvest from the Kingdom’s 34 million palm trees, while their date-extract Cola adds contemporary interpretation to traditional ingredients.
Beyond Standard Catering Contracts
These partnerships extend across all passenger touchpoints: onboard service, premium
Adam Boukaidia, Riyadh Air’s Chief Financial Officer, positioned the partnerships as uniting “three brands driven by passion for excellence,” connecting the collaborations to broader Vision 2030 objectives while emphasising PIF company synergies.
Cultural Differentiation Strategy
The focus on HafawaaโSaudi hospitality traditions, where coffee and dates symbolise welcome.
For Riyadh Air, launching with established local supply relationships creates operational advantages while supporting national economic diversification goals.
The partnerships show how new carriers can leverage cultural authenticity as a competitive positioning strategy when conventional service differentiation proves insufficient.
Images courtesy of Riyadh Air.
Nik founded Inflight Feed in 2012, blending his passion for inflight dining with over a decade of experience in the airline industry. For the past 13 years, he has travelled the world, exploring and reviewing airline meals across countless carriers.
CNN Travel, The New York Times, and BBC World News have featured Nikโs expertise. When heโs not on the ground, youโll find him at 35,000 feet, camera in hand, capturing the unique flavours of air travel. Follow his inflight meal adventures on Instagram: @InflightFeed.
