The summer fruit season in AlUla Governorate, held under the "Seasons of AlUla's Bounty" initiative at Al-Munshiyah Farmers' Market, continues to serve as an economic platform that contributes to maximizing the added value of local crops by supporting farmers and opening new horizons for entrepreneurs and productive families to benefit from agricultural products and turn them into sustainable economic opportunities.

AlUla includes 7,000 farms employing 5,000 farmers.

AlUla's farms produce over 4,900 tons annually of summer fruits, while the governorate includes more than 7,000 farms employing over 5,000 farmers, who benefit from inherited agricultural expertise and the natural environment that AlUla is famous for, contributing to the distinctiveness, quality, and diversity of its products.

The season brings together the produce of AlUla's farms from the most prominent summer fruits, including figs, grapes, mangoes, and pomegranates, in an environment that allows farmers to market their products directly, promote their quality, and enhance their market presence, thereby raising the economic return of farms and encouraging the sustainability of agricultural activity in the governorate.

In return, the season provides a space for entrepreneurs and productive families to invest local crops in innovating value-added food and processed products, including juices, jams, dried fruits, sweets, and other products that contribute to diversifying uses and creating investment opportunities linked to local agricultural production.

The season reflects the integration of the agricultural and economic system in AlUla by linking production, marketing, and food processing, thereby enhancing the utilization of local crops, supporting the growth of small and medium enterprises, and improving the efficiency of agricultural value chains.

The organization of the season is part of efforts to support sustainable agricultural development, strengthen the local economy, and empower farmers and entrepreneurs to benefit from the agricultural resources that AlUla abounds in, thereby contributing to diversifying economic opportunities and enhancing the sustainability of the agricultural sector in the governorate.