Potato power: Americana Foods and Farm Frites to ramp up MENA expansion with new US$100m plant

This marks the second joint venture between the two companies in the MENA region, following a three-decade partnership in Egypt since 1988.

Located at Sudair Industrial and Business City in Riyadh, the new facility will be constructed on a plot exceeding 100,000 square metres, and is set to be inaugurated in Q1 2026.During the first phase of operations, it is expected to have a total annual production capacity of 70,000MT, making it the largest manufacturer of frozen fries in the region.

Agricultural Growth and Processing Company, a subsidiary of Americana Group, has invested USD100m (SAR375m) into this plant, which it aims to aid the company in expanding its footprint in Saudi Arabia.

Americana Foods has been operating in the country for over two decades, with two factories in Jeddah.

Currently, Americana Foods and Farm Frites offer a range of frozen potato products in the region, including popular options like crinkle fries, steak house fries, seasoned wedges chips, and potato cubes.

The new factory will focus on producing traditional and original potato products along with varieties of coated products for a crispier texture, as well as those enhanced with flavourful coatings such as spices.

“While this initial phase will not include the production of specialty products, it will set a strong foundation for future innovation and expansion into more diverse and unique offerings in subsequent phases.

“We are dedicated to serving a wide range of customers, ensuring that our high-quality products are available not only to our foodservice partners and the HORECA sector, but also to consumers through retail channels such as supermarkets. This approach will enable us to reach a broader audience and meet diverse market needs effectively,” Mohamed Safwat Moustafa, Managing Director of Agricultural Growth and Processing Company, told FoodNavigator-Asia.

Strengthening Saudi’s food security

According to Moustafa, the demand for frozen fries and potato products in Saudi Arabia is steadily growing, driven by the expanding foodservice and HORECA industries, and rising consumer preferences for convenient and ready-to-cook meals in retail, reaching up to 400,000MT annually.

“With the continued shift towards high-quality, consistent, and convenient food options, we are well-positioned to meet the evolving needs of the Saudi market and capitalise on this significant growth opportunity.”

At the same time, the new facility will contribute to Saudi Arabia’s Vision 2030 initiative, particularly in boosting the country’s food security and local production.

“By installing capacity in Saudi Arabia, we aim to participate in advancing the local agriculture landscape, including supporting and empowering local potato growers to further develop their farming practices, enhance crop quality, and improve yields.”

In addition, Piet de Bruijne, owner and chairman of Farm Frites, said that Saudi is the company’s fifth largest market among the 100 countries where it has presence in.

“We are thrilled to once again join hands with Americana, building on a 30-year partnership of mutual growth and shared success. This venture reinforces our commitment to the MENA region and to Saudi’s growth and economic diversification.

“Our focus remains on advancing the industry holistically, from agriculture and logistics to delivering superior value directly to our customers.”

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