Riyadh – Sharikat Mubasher: Saudi luxury date producer Bateel is accelerating its international expansion plans under new CEO Nurtaç Afridi, aiming to triple its revenue from cafés and gourmet boutiques by 2029.

The company, backed by LVMH-linked private equity firm L Catterton, plans to increase its global retail footprint from under 200 stores to over 500, with recent openings in Seoul receiving strong consumer response, as reported by Bloomberg.

Afridi, former CEO of Godiva Chocolatier, said the company sees significant growth potential in positioning dates as a premium, healthy snack in markets from New York to Seoul. Bateel also plans to triple the number of date palms at its Saudi farms and build a new production facility to support growing global demand.

Founded nearly 80 years ago by Abdulrahman Al-Sudairy, Bateel remains privately owned and is not officially affiliated with the Saudi government, although its expansion aligns with national efforts to diversify the economy and boost agricultural exports.

Saudi Arabia produces about 3 million tons of dates annually, exporting nearly half. Bateel is leading efforts to redefine dates as a luxury product, supported by sustainable farming practices and rising international interest.