At Buraidah's kleja festival in 2011, customers queued for hours at the stall of baker Umm Anas. She and her daughters prepared the regional pastry, made from flour, sugar or salt, spices and eggs, in front of visitors. The skill had passed through three generations, growing from daily sales of about 150 riyals to a business shipping abroad.
The line appeared as a household recipe became a public brand. The festival gave domestic skill a marketplace, and customers waited not only for flavour but for food visibly tied to its maker and family history.