Ahmed Ashraf, MESIA Representative in KSA
About Ahmed:
As Business Development Lead at HAALA Energy, I manage solar energy opportunities across the commercial and industrial sectors, overseeing the full development cycle from initial client engagement through bid preparation and project proposals to contract signature. I also represent the company at industry conferences, business forums, and client meetings, identifying strategic partnerships and marketing opportunities while supporting the expansion of renewable energy adoption across the region.
In parallel, I contribute to professional research and technical publications focused on modelling and analysing solar energy systems, evaluating their technical performance and environmental impact. I hold an M.Sc. in Renewable Energy and Environmental Engineering from the Arab Academy for Science, Technology and Maritime Transport, supported by a background in electromechanical engineering and PV systems expertise
You’ve recently taken on the role of MESIA Representative in KSA. Can you share what this role involves and why it felt important for you to step into it at this point in Saudi Arabia’s clean energy journey?
My role at MESIA is all about connecting the different players in Saudi Arabia’s solar sector — contractors, developers, suppliers, distributors, regulatory bodies, and non-profit organizations — with the broad range of services that MESIA provides. It’s about building bridges: helping new and existing market participants tap into MESIA’s network, facilitating collaboration, and ensuring that companies can navigate the market efficiently.
I took on this role at this particular moment because Saudi Arabia’s clean energy market is at a pivotal stage. Regulations have matured, implementation processes are becoming more straightforward, and there’s a strong business case for solar energy. It felt like the right time to support the sector with practical guidance and connections that can accelerate its growth.
From your perspective on the ground, what are the most significant opportunities and challenges facing renewable energy and cleantech development in Saudi Arabia today?
The biggest opportunity right now is that the Saudi market is finally reaching a stage where it can truly scale. Regulatory frameworks have matured, making project implementation straightforward. Grid electricity prices have recently increased back in May of last year, and diesel prices continue to rise, most recently on New Year’s Day. This strengthens the case for commercial and industrial solar projects.
The challenges mainly revolve around sizing limitations for certain projects and the speed at which the market is growing compared to other countries in the region. While growth is strong, there’s still room for faster adoption, and working within these limitations requires careful planning and strategy.
How do you see MESIA supporting companies operating or entering the Saudi market, particularly in terms of collaboration, visibility, and industry alignment?
MESIA’s strength lies in its network, both regionally and locally in Saudi Arabia. For companies entering the market, MESIA provides easy access to existing members and key stakeholders through conferences, online events, and direct introductions. New members can quickly gain visibility via online interviews, features, news sharing, and weekly updates on projects being tendered across the region.
This support allows companies to not only understand the market better but also to leverage MESIA’s connections to establish themselves efficiently and build credibility.
Looking ahead, what impact do you hope to make as MESIA’s Representative in KSA, both for the local market and for the wider regional clean energy ecosystem?
My goal is to use my network, both in Saudi Arabia and across the region, including the UAE and Egypt to help companies expand into the Saudi market effectively. By connecting them with MESIA’s services and broader network, I hope to help accelerate market maturity, support project development, and contribute to the achievement of Vision 2030’s clean energy goals. Ultimately, I want to make it easier for companies to collaborate, innovate, and scale within Saudi Arabia, while also strengthening the wider regional clean energy ecosystem.
Alongside your role as MESIA Representative in KSA, you also serve as the Business Development Lead at Haala Energy. How has your experience developing commercial and industrial solar projects shaped your perspective on what the Saudi renewable energy ecosystem needs most today
Working day-to-day on commercial and industrial solar projects at Haala Energy gives me practical insight into the challenges and opportunities that companies face on the ground. It helps me understand where regulatory frameworks are working well, where market participants need more support, and what tools and networks can accelerate project deployment. This perspective also allows me to highlight the benefits of MESIA’s Net-Zero Future initiatives for different offtakers, showing how they can leverage programs and resources to achieve sustainability goals.
Finally, is there anything else you’d like to share?
I would just emphasize that Saudi Arabia’s solar sector is at an exciting inflection point. With the right network, collaboration, and practical support, we can unlock the full potential of this market and drive meaningful progress toward the Kingdom’s sustainability and economic goals.
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