IN line with Saudi Vision 2030 and in the spirit of stirring up a thriving sports culture, Saudia Dairy and Foodstuff Company (SADAFCO) has promoted health, fitness and sports through an event organized by Promoseven Sports in Jeddah.

SADAFCO sponsored “The Jeddah Challenge” cycling event last Jan. 26 to generate more activity among Saudi residents. The event was the first of its kind for SADAFCO, which aims to support Saudi youth in all of the Kingdom’s regions by helping them to develop new skills and adopt a healthy lifestyle.

A closed route of 30km along Jeddah’s Corniche was secured for all levels of male cyclists. A booth was set up to distribute SADAFCO’s flavored water to the participants and visitors. The company also held a Water Pocket Challenge, where the winner was awarded a bicycle from SADAFCO. The winner’s groundbreaking time was registered at 36

minutes and 42 seconds.

Saudis have increasingly become more conscious of their health and fitness, taking vital steps to change their lifestyle. “As Saudis continue to embrace change across a number of different sectors in the Kingdom, as part of Saudi’s Vision 2030, we as SADAFCO are very much part of that change,” said Wout Matthijs, CEO of SADAFCO. “This event has proven extremely successful in that realm, while providing opportunities for everyone to keep up with their fitness

and health.”

The company has persisted in its endeavors to serve the community in which it operates. Over the years, SADAFCO has been an active supporter of the inauguration of the Prince Muqrin University in Madinah, while providing a sponsorship to the Alzheimer’s Association. The company regularly partners with MODON in Jeddah and Dammam. As part of MODON’s School Visitation Program, SADAFCO hosts groups of school children to show them how products are manufactured from raw materials.

In addition, sporting activities and supplying free products to schools in various locations across the Kingdom has been a key CSR activity for the company.

This included support of the 7th Annual University Sports event held by Dar al Hekma University. SADAFCO has also contributed products to charities catering to special needs and Quran schools, all the while supporting schools with healthy breakfast initiatives during the year, including on International Milk Day, and the Ministry of Healthy vaccination programs. — SG