A Future of Luxury in Riyadh

Riyadh is not just a capital city; it is a symbol of transformation and ambition.

Through visionary projects like Diriyah, Via Riyadh, and Neom, as well as exclusive events like Dinner Incredible, the city is redefining the concept of luxury in the Middle East. With a blend of tradition and innovation, and a strong connection to Italian excellence, Riyadh is positioning itself as one of the world’s most fascinating and sophisticated destinations.

Italian Products in Saudi Arabia: The New Market

“There is enormous and ever-growing demand for high-quality products,” says Vittorio Rocchi, CEO and minority shareholder of Sitaf Saudi Company for Trade. Active in Saudi Arabia since 2019, Sitaf Saudi was among the first to import niche products — particularly Italian ones — and establish them as premium items in the market.

“In recent years, we’ve witnessed a significant boom in fresh products like dairy, burrata, and mozzarella, which sell out weekly and are imported from Italy. Meanwhile, the rising demand for luxury items such as high-quality caviar and raw fish (previously unfamiliar in Saudi Arabia and mainly sourced from Japan) shows that the Arab market is constantly evolving and highly curious. This year, we will close the fiscal year with €40 million in revenue and a staff of 120 employees. Our management team is primarily Italian, divided between the Riyadh and Jeddah offices. Looking ahead, given the strong demand for Italian products from other Gulf countries, we have launched the newly established Sitaf Bahrain, also controlled by Sitaf Saudi.”

Building a Saudi Dairy with Italian Expertise

Some entrepreneurs have gone even further by establishing Saudi Arabia’s first dairy facility with Italian technical support. An emblematic case is Sana Dairy, located on the southern outskirts of Riyadh. After investing in various sectors, particularly education, owner Ibrahim Al Khalaf decided to open a local dairy to meet the growing demand for fresh dairy products.

To ensure success, Al Khalaf enlisted the expertise of Antonio Ambrosio, an Italian consultant with experience setting up dairies in Russia, Azerbaijan, and Australia. Ambrosio found the right balance to produce Puglian-style mozzarella and burrata using Saudi buffalo milk, overcoming challenges such as the milk’s lower fat and protein content and the country’s high temperatures. Sana Dairy currently processes 200 liters of milk daily, with plans to scale up to 7,000 liters in the coming years.

The goal? To go public on the stock market and leverage the region’s wealth.