Campaign in Saudi launched to promote simpler, creative cooking

The three-month program offers live cooking demonstrations set up at SADAFCO booths across prominent shopping destinations in Jeddah

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A campaign was recently launched for the second time with the aim to help Saudi women manage their daily responsibilities effectively while learning creative skills for a holistic culinary experience.

“My Saudia Kitchen,” a three-month program, which runs from October 2014 until January 2015, offers live cooking demonstrations set up at SADAFCO booths across prominent shopping destinations in Jeddah, Riyadh, Dammam and Abha.

SADAFCO encourages women to cook with its wise “plan, cook and impress” concept by offering expert cooking advice.

According to SADAFCO Brand Manager Mohammed Rafeeq, “My Saudia Kitchen” campaign's first edition witnessed an overwhelming response from women across the Kingdom as it addressed women's desire to further enrich their cooking skills in an innovative yet simple manner.

He added: “We are very excited to launch the second stage of ‘My Saudia Kitchen’ campaign, encouraging Saudi women to be creative while cooking and have an enjoyable and rewarding experience.”

Chef AlSayed Abdulhaleem, who conducts live cooking demonstrations and respond to queries, said: “I was very motivated to work in this program because the…concept is something that we have never witnessed before in the Kingdom.”

Abdulhaleem believes that many common mistakes are made in the kitchen mainly due to lack of experience, whether it is cooking food on a high flame, not tasting the food while it is being cooked or putting too much salt.

“The good news is that all those blunders are the easiest to prevent in the future. Times have changed and the media has evolved; we now have specialized magazines, TV channels and websites all dedicated to provide cooking tips and recipes.

My advice to women is to never give up. You only learn by making mistakes and with practice you will inevitably enhance your skills and become better in meal preparation,” Abdulhaleem said.

“My Saudia Kitchen” kicked off in Jeddah at Aziz Mall where more than 6,000 women visited the booth.

A version of this article was first published in the Saudi Gazette on Dec.9 2014.