The official spokesperson for the World Forum for Rose and Aromatic Plants in Taif Governorate, Professor Dr. Khadija Mohammed Abu Al-Naja, confirmed that there is a joint government effort to elevate Taif rose from local to international status. Dr. Abu Al-Naja said: "We are fully aware that the quality of 'Taif rose' and our national aromatic plants possess global attributes, but passion alone does not create an international market. Therefore, we are implementing realistic and well-studied steps, including applying international standards and certifications and protecting the 'geographical indication'." She added: "The forum aims to document the genetic fingerprint of Taif rose and register it globally as a protected geographical indication, making it a luxury brand in itself, which prevents imitation and enhances its market value."

Dr. Abu Al-Naja revealed that significant efforts are underway to develop the processing industries in the Taif rose sector, ensuring a steady transition from exporting "rose water" and "raw essential oils" to entering partnerships with global perfume houses to produce fragrance lines, cosmetics, and skincare products that carry the Saudi identity and use local ingredients, thereby multiplying the product’s profitability. She explained that the first edition of the World Forum for Rose and Aromatic Plants in Taif focused heavily on cataloging local challenges, bringing together farmers, and highlighting the agricultural and historical identity of Taif rose and aromatic plants in the Kingdom in general. In the current second edition, the focus has shifted from the "diagnosis and foundation" phase to "empowerment, investment, and technical development."

Regarding the highlights of this year’s edition, Dr. Abu Al-Naja said: "One of the most important features of the new edition this year is the tangible international presence. We hosted and engaged with experts and investors from leading perfume-producing countries to exchange expertise and transfer knowledge, among other objectives. This is coupled with employing technology and agricultural innovation, as we have launched dedicated spaces for modern essential oil extraction techniques and the use of artificial intelligence and the Internet of Things to improve soil quality and monitor crops." She noted the signing of several new investment agreements focused on the commercial aspect; the forum is expected to witness the signing of memoranda of understanding between local farmers and national and international cosmetics and perfume manufacturing companies to ensure sustainable supply chains.

Million-dollar returns for Taif rose