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BRF, one of the world’s largest food companies and owner of the brands Sadia, Perdigão, Qualy and Banvit, and Halal Products Development Company, a Public Investment Fund company, have announced the creation of an innovation center at their processed food plant in Jeddah.

The laboratory complex is being designed with a focus on innovation, safety, and excellence in quality, meeting strict regulatory requirements and catering to the expectations of the local market. Following the construction of a new processed food plant announced in April this year, this move reflects the commitment of both companies to investing in the Kingdom’s local halal food supply and innovation, aligned with Vision 2030 goals.

In parallel, BRF and HPDC have finalized the establishment of a center of excellence responsible for information and data management, connecting, adapting, and implementing best practices to optimize the processes and maximize the operations.

“The investment in establishing an innovation center in Jeddah is a strategic step in consolidating our local presence in ����ֱ��. The integration of research, cutting-edge technology, and local talent enables us to increase operational efficiency and better adapt to the specific needs of the local consumers,” said Marquinhos Molina, CEO of BRF Arabia.

The innovation center will feature a state-of-the-art laboratory divided into three specialized areas: a Physicochemical Laboratory focused on technical specifications and quality control; a Microbiological Laboratory ensuring biosafety and preventing food contamination; and a Sensory Laboratory that evaluates whether the flavor, aroma, texture, and appearance meet the specific demands of the local consumer market.

The Jeddah plant is expected to generate over 500 direct jobs in the region, including specialized professionals who will work in the innovation center. These professionals will be responsible for standardizing and optimizing manufacturing processes, ensuring excellence in quality and strict compliance with food safety protocols. This aligns with national workforce development priorities and reinforces the localization of knowledge-intensive jobs in the Kingdom.

“The innovation center marks a significant step forward in HPDC’s mission to build a world-class halal ecosystem and position the Kingdom as a global halal hub. It underscores our commitment to strengthening local manufacturing capabilities, promoting self-sufficiency, and creating high-value job opportunities, all of which are essential to achieving the sustainability and economic diversification goals outlined in Vision 2030. The center will serve as a launchpad for future halal product innovations, positioning ����ֱ�� as a global reference point in this sector,” said Fahad Alnuhait, CEO of HPDC.

Announced in April this year, the new Jeddah plant dedicated to processed foods will have an estimated annual production capacity of 40,000 tonnes and an investment of $160 million in its initial phase. Production will serve the Saudi market, with the potential for exports to other countries in the region. Operations are scheduled to begin in mid-2026. 

BRF has been operating in the Middle East for over 50 years and leads the market with its Sadia brand, exporting to more than 14 countries in the region. In 2025, the company, through BRF Arabia — its joint venture with HPDC — officially entered the halal poultry production sector in ����ֱ�� with the acquisition of a 26 percent stake in Addoha Poultry Company, a well-established player in the Saudi market, marking its official entry into the halal poultry production sector in the Kingdom. As a result of this acquisition, Sadia products are now also being produced locally at Addoha’s facility.

General Motors is spotlighting the evolving face of truck ownership in the Middle East as it celebrates a growing market share among its Chevrolet and GMC pickup lineup with a sales rise of 18 percent year on year, unveiling an emerging demographic among youth and women.

Marking its record sales, GM has launched the Chevrolet and GMC Truck Mania event across showrooms in ����ֱ��, the UAE, Kuwait, Oman and Qatar, featuring attractive offers on the popular Chevrolet Silverado, GMC Sierra, GMC Canyon and all-electric GMC Hummer SUT.

Running from Aug. 13 to Sept. 13, the event offers immersive product experiences. Customers can expect tailored test drives for road and all-terrain, personalized consultations, and seasonal value offers designed to get them behind the wheel in time for the region’s most active months outdoors.

GM’s truck portfolio continues to resonate deeply among GCC nationals — particularly from ����ֱ�� and the UAE. Among younger Emiratis aged 20–29, the GMC Sierra has emerged as a top choice for first-time buyers, reflecting a generational shift in preferences. Meanwhile, the Chevrolet Silverado sees robust repeat purchases from Saudi owners aged 30–50, underscoring its enduring appeal and reliability.

Furrukh Jawaid, chief marketing officer at General Motors Middle East and Africa, said: “Off-roading in the Gulf is a rite of passage as youth begin to adopt the lifestyles of their parents, the desert becomes more than terrain and an adrenaline rush. It becomes a tradition. This is evident in the trends we are seeing of youth making up 20 to 35 percent of our customer base in the last few years. Therefore, Truck Mania is bringing GM’s most capable trucks to the forefront with compelling offers and experiences that reflect the evolving expectations of today’s customers.”

While male ownership remains dominant, female ownership is steadily rising signaling a broader cultural embrace of the segment. Over the past three years, female interest and ownership in full-size pickups has more than doubled, driven by increasing demand for safety features, elevated driving positions, flexible utility, and bold design.

In 2024 alone, women accounted for 9 percent of all GM truck buyers in the GCC, a notable increase from previous years. Kuwait leads the region with 13 percent of all female truck owners in GM’s portfolio, followed by the UAE at 9 percent, and Qatar at 7 percent. 

A third of GMC Sierra owners in the UAE are middle-aged Emirati women (ages 30–49), and there has been a 50 percent year on year increase in ownership among Emirati women aged 20–29. For Chevrolet Silverado, 19 percent of repeat female customers are over 30, with the majority in the middle-aged Kuwaiti segment.

Rohan Fernandes, managing director of commercial operations at General Motors Middle East and Africa, added: “The growing demand for our world-class pickups from Chevrolet and GMC are visible as we witnessed a surging market share in the first half of 2025 of over 46 percent as we continue to empower more customers across the Gulf to take up off-roading, road-tripping adventures, reconnecting with the outdoors or making use of its capabilities for day-to-day needs. Pickups have grown beyond their traditional role as workhorses to become expressions of style, performance and heritage. Even off-roading has shifted from a practical skill to a deeply-rooted pastime.”