Chevrolet signs Raha Moharrak as brand ambassador

Molly Peck, chief marketing officer of General Motors Middle East and Saudi mountaineer Raha Moharrak.
Updated 29 August 2018

Chevrolet signs Raha Moharrak as brand ambassador

Chevrolet Middle East has signed Raha Moharrak, the first ever Saudi woman to climb Mount Everest and the seven summits, as the company’s brand ambassador in the Middle East. Moharrak made history when she became the first Saudi woman and youngest Arab ever to summit the world’s highest mountain in 2013, an achievement she accomplished when she was just 27. 

Molly Peck, chief marketing officer of General Motors Middle East, said “We are extremely proud to have Raha on board the Chevrolet Middle East team, Raha is a dynamic and driven young Arab woman whose personality not only complements the Chevrolet brand but also embodies Chevrolet’s mantra of Finding New Roads, pushing boundaries and challenging the status quo.” 

Moharrak’s inseparable love for altitude began after she summited Africa’s highest peak, Mount Kilimanjaro. In addition to Mount Everest and Kilimanjaro, she has conquered a total of eight of the world’s highest and most challenging mountain tops, including Vinson Massif in Antarctica, Mount Elbrus, the highest peak in Europe, as well as Aconcagua in the Argentinian Andes. Moharrak has also been on a total of 14 expeditions and currently holds 12 different records. 

A self-described “accidental role model,” Moharrak has inspired both women and men of all ages in the Middle East by pursuing her passion for mountain climbing, adventure sports and proving that she could, where others tried to convince her that she could not. 

“I am thrilled to start working with Chevrolet Middle East as their regional brand ambassador,” said Moharrak. “I’ve always been unapologetic about who I am and that has allowed me to pursue my passion in mountain climbing and exploring the world’s most remote regions. It has also allowed me to inspire people to be who they are, relentlessly, and I’m very excited to work closely with Chevrolet to create content that will continue to inspire others to push their own boundaries and take the road less traveled,” she said. 

A graduate of the American University of Sharjah, Moharrak currently works in the UAE as a graphic designer and art director for a global marketing firm. When she is not working, summiting the world’s highest peaks, or training for her next expedition, she can also be seen participating at public events around the Middle East as a key note speaker. 


Michelin-starred chefs delight Riyadh foodies

Guests at Taste of the World, Riyadh, a six-day extravaganza featuring some of the world’s best restaurants in the capital’s Digital City, sipped mocktails while listening to live acoustic music on the Music Stage.
Updated 17 November 2019

Michelin-starred chefs delight Riyadh foodies

Taste of the World, Riyadh has been heralded as a great success by both event organizers and the 14,000 visitors that attended the six-day extravaganza in the capital’s Digital City.
Commissioned by the General Entertainment Authority, this bespoke edition of the festival, created especially for the Riyadh Season, featured 14 of the world’s best restaurants, boasting a combined 13 Michelin stars.  
Throughout the festival, the participating restaurants featured an exclusive menu of three dishes, served in taster-size portions — two of each restaurant’s signature dishes, as well as a Saudi-inspired dish that the chef had exclusively designed for Taste of the World, Riyadh. Visitors looking for a more exclusive experience were welcomed to The Taste Residence where they were treated to a four-course dining experience with Michelin-starred chefs.
Another major attraction that drew large crowds was the Fire Pit, where local star chefs Areej Al-Shareef, Abdelelah bin Jarid and Fahad Bokhari showed off their talents alongside the global superstars. Hosted by Saudi culinary star and presenter Rakan Aloraifi, spectators enjoyed cooking demonstrations, tasting sessions and a live DJ.
In another area of the festival, guests sipped mocktails while listening to live acoustic music on the Music Stage.  
Award-winning chef Shane Osborn from Hong Kong’s Arcane said “Taste of the World, Riyadh has far exceeded my expectations. I have been fortunate to have experienced many similar events around the world but this one in Riyadh is both very unique and very different to anything that I have experienced before. It is the people of Riyadh who have really made it special and welcoming.”

NUMBER

14,000 - of the capital’s cosmopolitan citizens visited the six-day culinary festival, featuring 14 of the world’s best restaurants and boasting a combined 13 Michelin stars.

Pascal Aussignac from London’s Michelin-starred Club Gascon said: “The smiles of the people whilst trying my food and their inquisitive questions about the meals prepared made it truly very special. I am
very happy to be here in Riyadh and to have taken part in this exciting event.”
Saudi chef Al-Shareef said: “I am very happy to be here and taking part in Taste of the World, Riyadh. I am also very proud in being the only female Saudi chef taking part and my experiences at the Fire Pit were very exciting and fun.”
Chef Aloraifi said, “This is the first time that Taste of the World has taken place in the Kingdom and people have been very excited about the occasion, the activities and the cooking demonstrations ... Hopefully next year we will be back again and will be able to add more local touches to the program.”
Based on the overwhelming enthusiasm and fast-selling ticket sales that has greeted the Taste of the World experience, organizers said they are looking forward to announcing a 2020 event soon.