Why Abdul Latif Jameel Motors created an award for Saudi date farmers

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The Buraydah International Dates Carnival draws buyers, traders, and producers from across the region and beyond to Al Qassim each year. But the farmers sustaining that trade have rarely shared in the spotlight. A new award, launched at this year’s carnival on Sept. 6, aims to change that.

Abdul Latif Jameel Motors and Community Jameel Saudi Foundation, the philanthropic arm of the Jameel family, introduced the Jameel Dates Award on Sept. 6 at the world’s largest dates carnival, creating an annual platform to recognize date farm owners who demonstrate excellence in agricultural practices, product quality, safety, and responsible land cultivation.

A focus on Sukkari

Its inaugural edition zeroes in on owners of officially registered Sukkari date farms in Al Qassim. Sukkari is among the varieties most closely associated with the region — prized for its sweetness and counted among the most sought-after Saudi date exports internationally. The Buraydah Dates Carnival accounts for more than 85% of Sukkari date production, making it the natural home for an award anchored in that variety.

More than 50 registered farms applied, with evaluations conducted by technical experts across agricultural practices, product quality, safety standards, and land stewardship. According to the organizers, the evaluation process was designed to operate independently of public promotional activities, with results based on the stated assessment criteria. Alhajraciyah Organic Farm was named the inaugural winner at the carnival’s closing ceremony, receiving the award trophy and the keys to the first all-new 2027 Toyota Hilux.

Recognizing the people behind the sector

Hassan Jameel, vice chairman of Abdul Latif Jameel, Saudi Arabia, wrote on LinkedIn following the launch that the award is rooted in a straightforward observation. “Saudi dates are known around the world. But their story begins with the farmers who grow them,” he wrote. “The award recognizes farmers who are raising the bar in quality, safety and responsible cultivation and celebrates the people whose knowledge, hard work and dedication continue to strengthen one of Saudi Arabia’s most important agricultural sectors.”

Community Jameel Saudi Foundation, which has benefited more than one million people across the Kingdom since its founding, serves as the award’s founding partner.

The Buraydah Dates Carnival is designated as the award’s hosting and technical partner, keeping the recognition rooted in the event and the region it was built to serve.

Al Qassim’s place in the global dates trade is anchored by more than 11 million palm trees that contribute to Saudi Arabia’s standing as a leading producer and exporter, with the Kingdom shipping roughly 1.9 million tons annually. Qassim alone exports more than 500,000 tons each year to over 100 countries. The Jameel Dates Award is an effort to put the farmers sustaining that output at the center of the story their work has built.