Riyadh Air has signed agreements with Saudi Coffee Company and Milaf Global Food Company to supply locally sourced coffee and dates.
The agreements cover coffee sourced from Saudi regions, including Jazan, Abha, and Al Baha—areas known for cultivation above 1,000 metres in altitude—plus premium date varieties, such as Ajwa, Sukari, and Segai.
Milaf Global Food Company selects the top 5-7% of the harvest from Saudi Arabia’s 34 million palm trees and will also provide a date-extract Cola product. The agreements extend across inflight service and airport
Strategic positioning
The supplier agreements display Riyadh Air’s positioning around Saudi cultural hospitality traditions, particularly Hafawaa customs, where coffee and dates represent welcome gestures to guests.
For the startup carrier, launching with established local supply relationships provides operational advantages while supporting Saudi Arabia’s Vision 2030 economic diversification goals under the Public Investment Fund.
Industry context
New airlines increasingly use cultural differentiation as a competitive strategy, particularly in markets where conventional service elements offer limited distinction.
The local sourcing approach mirrors strategies used by other Gulf carriers. However, Riyadh Air’s emphasis on specifically Saudi products represents a more focused regional approach than the broader Middle Eastern positioning typically seen in the market.
The partnerships also align with growing passenger interest in authentic local products rather than generic airline catering, particularly in premium cabin service, where cultural elements can justify premium pricing.
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 Nik’s expertise. When he’s not on the ground, you’ll find him at 35,000 feet, camera in hand, capturing the unique flavours of air travel. Follow his inflight meal adventures on Instagram: @InflightFeed.