Al Madinah Heritage Company, under the Saudi Public Investment Fund, launched the Milaf brand to market premium Saudi dates and related products. Emphasizing high-quality Ajwa, Sukkari, and Segai dates, Milaf showcases the agricultural heritage of the Madinah region and promotes Saudi dates internationally. The company strives for excellence in quality, sustainability, and cultural representation, aiming to bring the essence of Saudi Arabia to global consumers through its premium date offerings.