Oman's Dhofar Poultry targets speedy growth, higher revenues from 2021

Published 29 Dec,2020 via Muscat Daily - Dhofar Poultry Company, Oman’s oldest and fastest growing brand in the fresh and frozen chicken segment, 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.

By the end of 2021, the company aims to touch RO12mn-plus in revenue, up from RO10mn in 2019, with 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,’ Dhofar Poultry said in a press statement issued on Tuesday.

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.

Commenting on the company’s business plans, Salim bin Taman al Maashani, CEO of Dhofar Poultry, 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 feeds made from natural grains that are free from any animal additives, to ensure the provision of high-quality products.”

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.

“In order 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 100mn birds per year,” Maashanisaid.

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