Milaf Cola, as already mentioned, is part of a broader state strategy known as Vision 2030. This initiative is supported by the Public Investment Fund (PIF), which has capital exceeding 700 billion dollars. The main goal of the strategy is to diversify the economy, with dates set to become a new symbol of Saudi Arabia, replacing oil.
Saudi Arabia possesses about 20% of the world's date palm reserves, creating interesting conditions for competition. On one hand, Coca-Cola has a rich history of 140 years, an established brand, and global distribution. On the other hand, state funds with trillion-dollar assets and complete control over the supply chain—from plantation to store.
