New brand for rice products launched in Oman

Muscat: A new identity “ZAD” and exclusive brand “AZAYEM” for rice products was launched yesterday by the Public Authority for Stores and Food Reserve (PASFR) in a ceremony held under the patronage of Dr. Fu’ad bin Ja’afar Al Sajwani, Minister of Agriculture and Fisheries, Chairman of the PASFR Board of Directors.
Dr. Al Sajwani praised the PASFR initiative to launch a new identity that expresses its vision and tasks that it seeks to achieve. He described this move as important due to the presence of a private identity that keeps pace with the development and consistent with the PASFR vision and role.
It will activate its role towards the efforts to promote food security in the Sultanate while its own brand will provide high quality product capable to gain consumer confidence.
Dr. Rashid bin Salim Al Masroori, CEO of PASFR expressed his pride to unveil the PASFR vision and its strategy for the upcoming years that have been translated in the new identity “ZAD” which summarises PASFR role in setting up food security system by ensuring the availability of strategic food commodities permanently stored in a high-technological specification stores and to be valid for domestic use and responsive to needs of rapid intervention in case of emergency, such adverse climate conditions and others.
He said that the brand “AZAYEM” reflects the PASFR objectives in the promotion of healthy competition in the local market by raising quality standards to ensure the provision of upscale products to consumers across the Sultanate.