The Saudi International Conference on Food and Nutrition is a prominent platform for exchanging expertise in the food industry and providing nutritional services to guests. It facilitates enhancing hospitality between producers, suppliers, and exploring the latest services and technologies in the field. The conference also creates opportunities for establishing profitable businesses, increasing marketing, and exchanging experiences between local and international companies in the food, beverage, and hospitality sectors.

The successful first edition held in May 2023 led to participants securing commercial deals worth over 95,000,000 Saudi Riyals. Each year, competition ensues in providing catering services to guests and addressing gaps in the hospitality industry. The National Committee for Hajj and Umrah saw 78 companies competing to provide 1.2 million meals for pilgrims during the 2022 Hajj season. The brand focuses on sectors like meat and its products, organic food, bakery technology, and coffee.