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A'Saffa: No. 1 in Oman and Expanding

by 5m Editor
26 October 2009, at 10:29am

OMAN - A'Saffa Poultry is the top chicken producer in the sultanate, and continues to invest and expand to supply particularly other Gulf states.

A'Saffa Poultry has announced that the company has plans to grow and expand its operations at its state-of-the-art farm in the south of the Sultanate to meet growing demand at home and overseas for its high quality natural chicken products and increase its market share from the current position of 25 per cent to over 35 per cent within two years.

Times of Oman reports that A'Saffa Poultry is already the market leader and by far the biggest producer of chicken in the Sultanate with current annual production of 17,000 tonnes of the product produced for supermarket shelves in Oman, the Gulf Cooperation Council (GCC) and other countries.

Since commencing operations in 2004, the company has been acknowledged as the number one poultry company in Oman with a growing regional reputation for the quality of its natural-fed, hand-slaughtered chickens produced at their international quality facility near Thumrait – the largest single integrated poultry plant in the Sultanate, the company said in a statement.

A'Saffa Chief Executive Officer, Dr Nasser Al Maully, said: "A'Saffa Poultry is very proud to have developed a leadership position as the number one producer of frozen and fresh chicken products for the Omani market. As a business we intend to ensure that we remain the biggest producer in Oman and increase our market share to 35 per cent within two years. We are confident that demand across the country will continue to grow as consumers recognise the quality and flavour of our chicken compared to imported chicken or that of other producers."

"The poultry business is highly competitive, here in Oman, the region and internationally. But we are totally confident that the quality and professionalism of our business will ensure that we will grow our market share and more and more customers in Oman and the region will continue to recognise the benefits of A'Saffa products," he added.

"We are confident that as we continue to grow, increase production and diversify our product lines we can achieve our longer-term ambition to become the number one poultry meat and meat product producer not only in the Sultanate of Oman but across the GCC."

The company is by far the biggest single player in the Omani market with a current market share of 25 per cent and the A'Saffa farm has capacity to significantly increase production in the future to meet growing demands from the domestic Omani market and increasing demand from the GCC in particular, reports Times of Oman. It also benefits from a Sultanate-wide distribution network that is now in place ensuring a smooth supply chain of products to supermarkets across Oman for both fresh and frozen chicken products.

The farm location at Thumrait was selected by A'Saffa after careful research to find the optimum place in the sultanate for their operations.

It offered an excellent climate, was far away from any centre of population or migratory bird routes, has its own water supply and is on the main highway between Muscat and Salalah making distribution quick and efficient.

Markets such as the UAE, Bahrain and Qatar are increasingly demanding the guaranteed quality of the naturally fed A'Saffa chickens that are hand slaughtered in strict Halal tradition at their giant facility in the south of the Sultanate.

Head of Marketing and Sales at A'Saffa Poultry, Sidhartha Lenka, added: "A'Saffa is without doubt becoming not only the leading and most powerful poultry brands in Oman but one of the strongest GCC food product brands. A mix of the quality of our products that appeal to all of the family, the way our chickens are produced and manufactured and our increasingly innovative way of marketing our products has ensured that we remain the biggest selling and most talked about poultry brand in the country."

A'Saffa also says that it has no fear of other competitors entering the market place – either in Oman or the region."Increasing competition is usually good for the consumer in the final analysis but we believe in our product and its quality and the future growth and expansion of our company to meet growing demand for a first class quality and healthy natural chicken," CEO Dr Nasser Al Maully told Times of Oman

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