RIYADH: In collaboration with the Culinary Arts Commission and the Saudi Conventions & Exhibitions General Authority, Sirha Arabia gathered 300 exhibitors from the Kingdom and around the world to share their expertise in the culinary and hospitality sectors on Thursday.
“The experience is extremely positive: Sirha brought to Arabia a very high-profile audience and the organization has been premium, we could feel its quality,” Vittorio Rocchi, the CEO of Sitaf Saudi Co. for Trade, told Arab News.
Sitaf was established in 1976 and currently has a list of more than 3,000 products.
It was one of the main exhibitors presenting during Sirha Arabia with two large booths.
The company showcased live cooking shows in their kitchens offering guests the opportunity to sample pizzas, pasta, dairy products, and seafood.
“There is a fantastic production of fresh sushi and sashimi with dedicated Japanese chefs,” Rocchi told Arab News. “The highlight was the live cutting of a 180 kg fatty tuna, performed by a professional tuna cutter. Simply amazing,” he said.
The Kingdom is working to expand its position as a global player in the catering and hospitality sectors embracing international trends while showcasing local and international products and companies such as Sitaf.
Sirha Food is organized by Sirha Lyon, a globally renowned food service event, taking place every two years in Lyon, France.
The event has expanded to include Saudi Arabia on its list of host countries.
“This is the first time ever for Sirha in KSA and we believed a lot in it. We will continue our path with Sirah for the years to come and grow together,” Rocchi said.
Sirha Arabia consisted of 60 speakers and three pavilions: the Sirha Food Forum, the Sirha Food Masters, and Newcomers for exhibitors presenting for the first time.
The exhibition also served as a one-stop shop for chefs and businesses looking to start a restaurant or expand their at-home culinary portfolio.
The exhibition also hosted a masterclass in macaroons led by the executive pastry chef, Steve Thiery, and other international chefs.
Discussion sessions were hosted which highlighted topics such as Saudi and intentional flavor fusions, “inspiring the next generation of culinary and hospital experts,” dairy trade and export, and navigating the challenges of different markets.
Discussing the reactions of visitors, Rocchi said: “Most visitors were amazed by the size and display of the booth, but most importantly they were impressed by the chefs cooking at the live stations.
“They could enjoy the best flavors of Italian cuisine and this made everyone really happy,” he added.
“For sure, Sitaf is the leading Saudi company in gourmet food,” he stressed. “Sitaf has a range of 70 percent Italian products, we are very proud to be representing this country in the Kingdom. But Sitaf is more, we consider products all over the world as long as it is genuine and high quality,” he said.
On trade relations between Saudi Arabia and Italy, Rocchi said: “We would like to see more Saudi products expand their market share in Italy, I am sure they will because they are of very high quality.”
He added: “On our hand, we will work to help Saudi brands and products improve and increase, it will work very well.“
