Promoting Aseer’s food and craft producers

Promoting Aseer’s food and crafts producers

Aseer, World Region of Gastronomy awarded 2024 is supporting local food and crafts artisans to innovate their products through sustainability and engaging storytelling.

As part of this process, on 27-28 February and 1 March 2023 over 20 local craftspeople from the region took part in a workshop to gain knowledge and useful tools to enhance their products’ attractiveness. The ultimate aim was to support them in re-thinking their products to successfully participate in the local selection for IGCAT’s World Food Gift Challenge.

The workshop saw the participation of both national and international experts who offered guidance on different aspects of product development, such as packaging, storytelling, sustainability and presentation. These included representatives from the Culinary Arts Commission and the Heritage Commission of the Saudi Ministry of Culture; Bunyan; King Khalid University; the Saudi Tourism Authority; and IGCAT.

In particular, IGCAT Expert Jaume Gomila focused on the World Region of Gastronomy initiative and on how it fosters the safeguard and promotion of food and cultural diversity in and among regions from across the globe.

IGCAT’s International Projects Manager, Fabrizia Toccoli presented the World Food Gift Challenge in more detail, highlighting the benefits of participating for producers and regions in general, as well as illustrating best practices from past editions.

Attending producers had then the chance to individually present their food and food-related crafts products and engage in a group discussion on how to advance them. Opportunities also emerged to generate collaborations among different artisans and creative people with the aim of creating new products or enhancing the existing ones.

Up to 4 products from Aseer will participate in IGCAT’s World Food Gift Challenge, to be held on 26-29 April 2023 in Kos (South Aegean, European Region of Gastronomy awarded 2019).

Organised by the Culinary Arts Commission of the Saudi Ministry of Culture and Bunyan, the workshop was hosted at Abha Chamber of Commerce.

About the World/European Regions of Gastronomy

World/European Regions of Gastronomy, guided by IGCAT, are working together to strengthen food security through the celebration of distinctive food cultures; create employment by stimulating creativity and gastronomic innovation; nourish children and adults through culinary and cultural education; driving environmental sustainability in tourism, hospitality and agricultural sectors; supporting balance and sustainable tourism practices; highlighting and supporting expertise from within rural and urban communities, creating connections and sharing good practices; and contributing to community health and well-being.


IGCAT aims to empower local communities by raising awareness of the importance of protecting and promoting distinct regional food, culture, arts and natural assets as part of sustainable and balanced tourism and development strategies. This is essential to safeguarding our planet, health, wellness and local economies.

IGCAT is a non-profit institute established in 2012, working with regional stakeholder consortiums in the fields of gastronomy, culture, arts and tourism. It counts on the expertise of a worldwide network of experts and works in partnership with specialised intergovernmental organisations.

IGCAT founded the World/European Region of Gastronomy Award and is the official secretariat for the World/European Regions of Gastronomy Platforms. Furthermore, the Institute has developed the European Young Chef Award, the World Food Gift Challenge, the Top Websites for Foodie Travelers Award and the international Food Film Menu.

Website maintained by