The Kingdom's markets are witnessing a commercial movement for trading and marketing agricultural crops and local fruits, coinciding with the peak of the summer season, where peaches stand out as an important local agricultural product whose annual production volume exceeds 31,000 tons, supplying sales outlets and receiving notable demand from consumers for its quality and unique taste.

The Ministry of Environment, Water and Agriculture, as part of its campaign 'Sweet in Its Season' launched to raise awareness about various seasonal fruits and improve the efficiency of the local production marketing system during peak seasons, stated that local peaches are of high quality, with cultivation concentrated in several regions of the Kingdom, most notably Tabuk, Al-Jouf, Asir, and Al-Baha. It indicated that the crop is known for its variety of cultivars that thrive in the local environment, including 'Early Grand, Desert Red, Florida Prince, Tropic Sweet, and Tropic Snow.' This diversity contributes to supporting fresh consumption, bolstering the processing industry sector, and is also used in some medicinal and cosmetic preparations.

The Ministry continues its efforts to empower farmers and enhance local agricultural crop production by providing an integrated system of support and services, including: technical guidance and extension, financing facilities, and expanding the application of modern agricultural technologies, which contributes to raising production efficiency and quality. Additionally, it aims to strengthen supply and marketing chains through organizing seasonal programs and local exhibitions to ensure the rapid and easy access of national products to consumers and to achieve the goals of Vision 2030.

It is noteworthy that the 'Sweet in Its Season' campaign aims to introduce the various types of local fruits and their peak seasons throughout the year; to promote consumption of local products, raise standards of quality and safety, and raise awareness about the diverse options of seasonal fruits. It also aims to improve the efficiency of the marketing system for locally produced fruits during their production season to support local farmers and increase their financial investment returns.