Saturday 27 / April / 2024
Muscat: Dhofar Poultry Company, Oman’s oldest and fastest-growing brand in the fresh and frozen chicken segment, aims to touch OMR12 million-plus in revenue, up from OMR10 million in 2019, with an increase in production from nearly 8,000 tonnes in 2019 to 10,000 tonnes in 2021.
This growth will be driven by diversified product offerings and an aggressive marketing-led strategy to drive enhanced distribution and supply chain network within and outside of Oman. The brand is also all set to foray into newer business segments in the upcoming fiscal.
Commenting on the business plans, Salim bin Taman Al Maashani, CEO of Dhofar Poultry Company, said, “With evolving consumer palettes, and growing awareness on consuming fresh food, we believe it is our duty to educate the consumer and satisfy their need for superior quality, fresh chicken. Concerted efforts are being put in this direction and we believe that we have tasted success to a great extent. Our natural farms for bird raising have high restrictions of health conditions, and biosecurity standards, as we use feed made from natural grains that are free from any animal additives, to ensure the provision of high-quality products. This, in addition to shorter travel time for distribution within the country, ensure that our product is as fresh as in from the farm to table. Our focus is to bring nutritionally superior and relevant products to the market, and our growing product portfolio has been a testimony to the same.”
Riding on the success, Dhofar Poultry has great ambitions for its business operations in Oman and remains committed to invest and grow in the Sultanate through a well-established product portfolio.
“Being an Omani company, it is our responsibility to grow the category. To maximise growth opportunities, we are continuously analysing our range and sharpening our focus to accelerate investments on the best-performing categories and products. This will be further done with the implementation of the company’s third expansion phase, after which the total production volume will reach 100 million birds per year,” he added.
Dhofar Poultry is betting big on the Oman market through its innovative product portfolio and understanding of the changing consumer profile. With its state-of-the-art processing facility and farms in Salalah, Dhofar Poultry is a leading supplier of superior quality natural chicken in Oman and other GCC countries.
According to statistics of the Ministry of Agriculture and Fisheries, the Sultanate’s production of broiler chickens in 2018 was estimated at 129,000 tonnes, of which 54 per cent were locally consumed. Oman’s home-grown chicken brand has successfully established its presence in the organised market in this sector with over 100 products across various segments including fresh products from the whole and sliced chicken with different weights and types, in addition to products of additional value. The brand enjoys leadership in products such as a chicken lollipop, and chicken feet in Oman.
Interestingly, for Dhofar Poultry Company, Salalah offers an excellent climate, and its strategic location in Raysut, in Dhofar Governorate, against the backdrop of green mountains especially during Khareef, makes it most suitable for the poultry business. Furthermore, there is a growing demand for superior quality, slaughtered by hand as per Islamic Sharia (100 per cent Halal), naturally fed chicken in markets such as the UAE, Bahrain and Qatar. Dhofar Poultry is catering to the specific needs of these markets with customised sized packages and products.
Dhofar Poultry Company, established in 1996, is the oldest Omani company that pioneered organised sale in poultry farming, processing & marketing of fresh & frozen whole chicken as well as portions, in Oman. It sells its products within the Sultanate and the GCC countries including UAE, Qatar, and Bahrain.
