The summer fruit season in AlUla Governorate, held as part of the "Khairat AlUla Seasons" initiative at the Al-Manshiyah 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 transform them into sustainable economic opportunities.

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

Conversely, the season provides a space for entrepreneurs and productive families to invest in local crops by 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.

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

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 potential that AlUla abounds in, thereby contributing to diversifying economic opportunities and enhancing the sustainability of the agricultural sector in the governorate.