On February 5, Prof. Brande Wulff and Prof. Simon Krattinger were invited to join a public panel at the Azka Farmer’s Market in Jeddah, engaging directly with farmers, industry representatives, policymakers, and members of the wider community.

Held monthly at Hayy Jameel as part of Art Jameel’s Hayy Markets initiative, the Azka Farmer’s Market is more than a marketplace — it is a platform dedicated to promoting locally grown produce, ethical food systems, and agricultural sustainability in Saudi Arabia. The two-day event brings together more than 70 food vendors from across the Kingdom, offering seasonal fruits, vegetables, grains, honey, dairy, and specialty products. Alongside the market stalls, the program features panel discussions, Q&A sessions with producers, educational activities for children, chef’s corners, and community-focused programming designed to strengthen connections between consumers and farmers.

Within this vibrant setting, Prof. Wulff and Prof. Krattinger contributed to discussions on agricultural innovation, crop resilience, and food security, highlighting how research can support sustainable farming practices in the Kingdom. “This was a fantastic opportunity to highlight how our research contributes to preserving the genetic diversity, cultural value, and heritage of local wheat varieties,” said Prof. Krattinger.

Their participation underscored the importance of bridging science and society, demonstrating KAUST’s commitment to public engagement and real-world impact in support of Saudi Arabia’s Vision 2030 goals. Their presence at the market reinforced the shared ambition of building a more resilient, self-sufficient, and ethically grounded food system for the future. “Nothing beats connecting with farmers and seeing the pride behind local, heritage produce,” said Prof. Wulff.