Environmental Responsibility

Protecting AlUla's Ecosystem and Reducing Environmental Impact

Biodiversity Conservation
Removing invasive Moringa Oleifera to restore native ecosystems and protect indigenous species like the Peregrina tree.
Sustainable Farming
Developing good agricultural practices at the Peregrina Pilot Farm to increase productivity while protecting the land.
Waste Management
Implementing an upcycling strategy to limit waste to a maximum of 2%, ensuring nearly full resource utilization
Local Production
Producing all ingredients and formulas locally to minimize carbon footprint and support a regional circular economy

Purchasing Peregrina seeds directly from farmers to ensure fair, stable income.

Educating farmers on sustainable practices through customized agricultural standards and regular training.

Retaining production, processing, and innovation within the region to strengthen the local economy

Generating employment opportunities in agriculture, research, and manufacturing for the AlUla community.

Impact on 7 UN Social Development Goals out of 17

Enabled inclusive employment by creating seasonal and permanent roles for women in AlUla.
Generated income for local farmers and created skilled jobs through direct sourcing and local production.
Developed advanced farming standards and a pilot farm to foster innovation in native agriculture.
Engaged with Peregrina based SMEs and celebrate AlUla’s local economy at Peregrina Season.
Implemented a zero-waste model by maximizing the use of all seed components in production.
Promoted Peregrina as native, low-water crops to restore arid lands and encourage climate-resilient agriculture.
Removed invasive species to protect native biodiversity and support ecological restoration in AlUla.