A Saudi bakery and restaurant business specializing in pastries is finding its way into Saudi hearts with a delectable selection of fine Italian, French, and Swiss foods.
Ahmad Essam, 28, a self-taught baker and chef, left a productive family business to create what is now one of the most prestigious bakeries in Alkhobar.
Essam set up his bakery and restaurant while working as a production engineer, selling tarts and cakes to his friends.
He was overwhelmed by the encouragement he received, and little by little Essam, his dream of running his own company emerged.
Working over 15 hours a day and being self-taught was just the start; Essam is the interior and graphic designer, the marketer, the CEO and the chef at White Mountain.
Baking French pastries such as croissants, macarons, mille-feuille, eclairs and tarts require a true artisan. Essam described the glory he feels when he bakes, saying: “Dealing with precise tips to get the real essence of French pastries and reaching a level to bake without recipes is a matter of experience and good knowledge. Being a real baker requires a lot of learning as it’s not only about mixing water and flour; its trick lies behind the process of fermentation that sometimes lasts for days.’’
Every once in a while, the young man distributes membership books to loyal customers. “On Valentine’s Day, we distributed 3,000 roses,” he added.
Essam is very passionate, and dreams of opening a cooking academy in Saudi Arabia so he can inspire other amateur bakers; he told Arab News about his future 12,000-square-meters cooking village project that he is aiming to create in Riyadh, “including a library that collects all cookbooks, a seasonal spice shop, a great lake garden, a pizzeria, glossary shop and more, all of which falls under one theme: Cooking.”
For him, business is an obsession and profession. “Chefs have their egos. They are dealing with a tricky job and they know what they are doing exactly. They do not accept comments or advice from other chefs,” he explained.
You can follow him for more information on White Mountain on Instagram: @wm.bakery.
Startup of the Week: Saudi baker and chef winning hearts of food lovers
Startup of the Week: Saudi baker and chef winning hearts of food lovers
- Working over 15 hours a day and being self-taught was just the start; Essam is the interior and graphic designer, the marketer, the CEO and the chef at White Mountain
Jeddah students get closer look at electric motorsport
- A PIF-linked initiative highlights technical and engineering careers behind electric racing events
JEDDAH: Students from local and international schools in Jeddah were introduced to STEM-related career pathways in electric motorsport this week, as part of an education program linked to the UIM E1 World Championship held on the Red Sea.
The sessions formed part of Driving Force Presented by the Public Investment Fund, an initiative run by Formula E and its electric racing series partners, to familiarize students aged eight to 18 with science, technology, engineering and mathematics through electric racing and sustainability-focused industries.
The programme took place alongside the 2026 E1 Jeddah GP and included workshops, school visits and trackside access designed to show how engineering, data, broadcast technology and event operations function within professional motorsport.
According to organisers, the initiative reached more than 60,000 students globally in 2025, with further expansion planned this year.
HIGHLIGHTS
• The program took place alongside the 2026 E1 Jeddah GP and included workshops, school visits and trackside access.
• Students learned about E1 races and their technical and environmental dimensions and discussed the engineering and marine aspects of electric boats.
• According to organisers, the initiative reached more than 60,000 students globally in 2025, with further expansion planned this year.
John Williams, managing director at E1, told Arab News: “The PIF is absolutely vital to everything we do here at the E1. They were crucial initial investment partner since the start of the championship and they continue to support us in a number of ways and more specifically around the Driving Force program.”
Elaborating more on the program, he said: “What we are doing is presenting and showing these students the available careers of science, technology, engineering and mathematics, as well as careers in sports, not only pilots but also engineers and mechanics.”
Williams added that the main key to the program was bringing a new generation to the mechanism of sport.
“We are introducing to these exciting new technologies around the race but it could be our technology on the boat or our broadcast products, as well as how to manage the event its self. There are a range of opportunities to show it to the children in addition to enjoying the excitement of the race and meeting the pilots.”
The program’s Jeddah activities began at King Abdulaziz University’s faculty of maritime studies, where students took part in a hands-on workshop focused on STEM careers in the motorsport and sustainability areas conducted by technology experts and famous water pilots such as Dani Clos, Emma Kimilainen and Patricia Pita.
Students learned about E1 races and their technical and environmental dimensions and discussed the engineering and marine aspects of electric boats.
They also enjoyed exclusive behind-the-scenes access at the E1 Jeddah GP, pilot meet-and-greets, and front-row seats to watch the RaceBird boats in action.
