For the first time ever, the European Union delegation in cooperation with the EU Member States, the Saudi Culinary Arts Commission, and the Diplomatic Quarter hosted the European Food Festival in Kindi Plaza on March 16-17, 2023. Free and open to the public, the event was a parade of European culinary diversity and delights from Belgium, Czech Republic, Denmark, France, Germany, Greece, Italy, Netherlands, Portugal and Spain. “The European Food Festival aims to celebrate the rich culinary heritage of Europe and showcase the diversity of our continent’s gastronomy. We hope this inaugural event will deepen our cooperation with the people of Saudi Arabia and provide a platform for cultural exchange between Europe and the Kingdom. And what better way to do it than through our shared love of food,” said H.E. Patrick Simmonet, EU Ambassador to the Kingdom of Saudi Arabia.
At the heart of the event was cultural diplomacy; the idea that through mutual enjoyment of a shared love, cross-cultural understanding and cooperation can be developed and nurtured through food. Baolo Ganino, senior expert leading communication and public diplomacy with EU funded projects, described the festival objectives to facilitate outreach, establish strong lines of communication with the local culinary commissions and stakeholders, and facilitate outreach to the Saudi community and the larger GCC region through discovery of European cuisine. In his opening remarks, European Union Charge d’Affairs Jaap Ora declared, “Nations are sharing their culinary culture with each other. Those coming to Saudi Arabia from abroad admire the Saudi culinary traditions and the great hospitality”, affirming that commitment to solidifying the friendship between EU Member States and the Kingdom.
Among the many culinary partners at the festival include a multitude of popular European brands present in Saudi Arabia including Eataly, Chez Bruno, Cova, L’Olivo, Crepe House, and Lecomptoir Lounge. Expert chefs from the Hilton, Hyatt Regency Olaya, Intercontinental, and Radisson Blu skillfully whipped up their signature dishes. Patrons of the festival also enjoyed a rich variety of bakery goods from Dolce Ragusa, Fareen, Aur, La Grenier a Pain, Bready, and Oh Dear Bakery. Joining the action was the Saudi Culinary Arts Commission offering guests aromatic Saudi coffee and dates.
Visistors were delighted by several entertainment options including live music performances and even live cooking shows and a special ‘Chef’s Challenge’ cooking competition developed by Mr. Yasser Jad, President of the Saudi Arabian Chef’s Association and sponsored by Tamimi Markets and Qasr Alawani. The competition featured several Saudi chefs competing against each other to prepare their dishes from European ingredients highlighting the cooperation between the two parties in the spirit of shared experiences and love of food.
Gastrodiplomacy, designed to increase interest in a highly positive element of a country’s culture and generate goodwill, has long been used to export a cultural heritage and ‘winning hearts and minds through stomachs’. Judging by the enthusiasm of attendance and the long lines of patrons eager to support the plethora of European products, it is safe to say the festival was successful. CEO of the Saudi Culinary Arts Commission, Mayada Badr said, “What better way to experience Europe than with your senses.”
