Riyadh, the capital of Saudi Arabia, offers a unique blend of modernity and tradition that makes it a fascinating tourist destination. Known for its towering skyscrapers and vibrant city life, Riyadh is also rich in cultural heritage, boasting historical sites like Diriyah, the birthplace of the Saudi state, and the awe-inspiring Al Masmak Fortress. Visitors can explore the city’s bustling souks, sample traditional Saudi cuisine, and experience the region’s desert landscapes through adventures like dune bashing or camel riding. Riyadh’s seamless mix of cutting-edge architecture, deep-rooted traditions, and emerging cultural scenes makes it a distinctive destination for both modern explorers and heritage seekers.

Launched on 26 July 2023, NOUG is SAWANI’s camel dairy brand that offers an exceptional range of camel dairy products. While SAWANI advances Saudi Arabia’s camel dairy ecosystem, NOUG caters directly to consumers seeking exceptional camel dairy products that offer both nutrition and taste, serving as an enticing alternative to conventional dairy goods. NOUG uniquely blends Saudi heritage with contemporary food manufacturing practices and technology to provide a modern and innovative offering.

Noug – Camel Milk Products in Riyadh, Saudi Arabia

1. Description of the Social Enterprise

Noug is a Riyadh-based social enterprise that specializes in producing and selling camel milk products. Noug aims to highlight the health benefits of camel milk while supporting local camel breeders and promoting sustainable agricultural practices. Noug was established as part of Sawani (a PIF Company) to enable the growth of the camel milk sector and to contribute to the development of a sustainable local production system. The brand offers a range of camel milk products including cheese, butter, yogurt, gelato, laban, cream, and other derivatives of camel milk. Noug’s camel milk also comes in a variety of flavors including chocolate, dark chocolate with orange, lavender, and cardamom milk flavors, offering travelers and locals alike a taste of this traditional and nutrient-rich beverage.

2. History of the Business

Founded in 2023, Noug was established to bring attention to the nutritional and cultural importance of camel milk in Saudi Arabia. The founders saw an opportunity to modernize the camel milk market while preserving the traditional methods of camel herding. Initially focused on fresh camel milk, Noug has since expanded its product line to include innovative camel milk-based products such as soaps and lotions, reaching a broader audience both locally and internationally.

3. How Does the Business Make an Impact?

Noug plays an important role in:

• Supporting Local Camel Herders: By sourcing camel milk directly from local breeders, Noug helps sustain traditional livelihoods in rural Saudi Arabia. This not only preserves a vital part of Bedouin culture but also supports the economic well-being of camel herding communities.
  
• Promoting Health and Wellness: Camel milk is known for its rich nutritional profile, including high levels of vitamins, minerals, and immune-boosting properties. Noug educates consumers about these benefits, encouraging healthier dietary choices.
  
• Sustainability and Cultural Preservation: By offering products made from camel milk, Noug helps preserve a traditional food source while promoting sustainable agricultural practices that have minimal environmental impact.

4. Why Should I Visit?

Visiting Noug offers a chance to experience a unique aspect of Saudi culture and history. Whether you’re interested in trying fresh camel milk or purchasing innovative skincare products, Noug provides an opportunity to support a business that promotes health, sustainability, and local heritage. It’s an excellent way to engage with the traditions of Saudi Arabia in a modern and impactful way.

5. What Is Special and Unique About the Business?

Noug’s focus on camel milk, a product deeply embedded in Saudi tradition, makes it unique. They successfully bridge the gap between tradition and modernity by offering a variety of camel milk products, from consumables to skincare. Their commitment to sustainability and to supporting local camel herders ensures that they are making a positive social and environmental impact.

6. What Impact Can a Traveler Make by Visiting the Social Enterprise?

Travelers who visit Noug are directly contributing to the livelihoods of local camel herders. Every purchase supports sustainable agriculture and helps preserve the cultural heritage of camel milk production. In addition, by choosing camel milk products, travelers are promoting environmentally friendly consumption and encouraging the growth of eco-conscious businesses.

7. What Kind of Authentically Local Experience Can a Traveler Have at the Social Enterprise?

At Noug, travelers can enjoy fresh camel milk, which has been consumed in the region for centuries. They can also learn about the process of camel herding and milk production, either through visits to affiliated farms or by engaging with the knowledgeable staff at the store. Noug offers a taste of the authentic Saudi desert lifestyle and the significance of camels in the nation’s history.

8. Are There Any Activities for Children Visiting the Social Enterprise?

Yes, Noug is a family-friendly business and offers educational experiences for children, such as farm tours where kids can interact with camels and learn about their care. These activities are a fun and engaging way for children to learn about traditional Saudi culture and the importance of camels in the region.

9. What Are the Best Souvenirs to Buy from the Social Enterprise?

At Noug, the following camel milk products are offered:

1. Camel Milk: Fresh, nutrient-rich milk known for its high vitamin and mineral content.
2. Camel Butter: Creamy butter made from camel milk, offering a unique, slightly sweet flavor.
3. Camel Cheese: A rich and creamy cheese with a mild, distinct taste derived from camel milk.
4. Camel Milk Ice Cream: A refreshing, creamy dessert made from camel milk, offering a unique twist on traditional ice cream.
5. Camel Milk Labneh: A thick, tangy yogurt-like spread made from camel milk, perfect for savory dishes.
6. Mhallabiyyah: A traditional Middle Eastern milk pudding made from camel milk, known for its smooth, creamy texture and delicate flavor.

These products showcase the versatility and health benefits of camel milk, providing both traditional and innovative options.

• Opening Hours: Noug operates from Monday to Saturday, 10 AM to 8 PM.
• Health Benefits of Camel Milk: Camel milk is a powerhouse of nutrients, rich in vitamins B and C, iron, and antioxidants. It is known to help boost immunity, improve digestion, and may have anti-diabetic properties due to its insulin-like proteins. It’s also easier to digest for people who are lactose intolerant.
• Website: https://sawani.com/en
• Instagram: https://www.instagram.com/noug.ksa/

10. How Do I Get to the Social Enterprise, and Other Noteworthy Information?

Noug is conveniently located in Riyadh, and visitors can easily reach the store by car or public transport. They also offer farm tours for those interested in seeing the camel herding process, which can be booked in advance.

Noteworthy Information:

By visiting Noug, travelers not only experience the unique benefits of camel milk but also support sustainable and culturally significant practices in Saudi Arabia.

Visited by Dr. Jens Thraenhart in September 2024.