Aug 29 2011
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A'Saffa sales grow 11% on marketing strategy
In results announced on the Muscat Securities Market, A'Saffa Foods said that sales jumped from RO9.32 million in the first six months of 2010 to RO10.33 million in the corresponding period in 2011 -- an increase of 11 per cent.
Already known as Oman's number one brand for domestic chicken and value-added processed products, A'Saffa Foods has branched out in the past year into new product areas including the launch of the Khayrat and Taybat brands entering the area of frozen beef products, sea food range and vegetables for the first time. The company is also planning to shortly enter the table egg market as well.
Local distribution centres
At the heart of the company's growth -- that has been measured at 50 per cent for the past two years alone -- has been a highly innovative marketing and communications strategy allied to a very motivated sales team who work across the Sultanate to ensure the growth of A'Saffa Foods and its world class product range.
This has been helped by the introduction of a network of local distribution centres/hubs that ensures supplies to local supermarkets and other retailers across Oman and guarantees that families will always find their favourite chicken or frozen food products from A'Saffa whenever they want.
In Oman, the company now has 27 per cent of the domestic poultry market with an ambition to increase market share in the near future to 35 per cent as demands grows and production at the company's flagship farm facility in Thumrait grows.
Commenting on the success of A'Saffa sales and marketing strategy, head of marketing and sales Sidhartha Lenka said: "We are very proud that the hard work and commitment of the marketing and sales team is continuing to bear such excellent results for our business. We are continually looking for new and innovative ways to market our products across the country and overseas and this approach will continue as we follow our ambition to become a leader in food production not only in Oman but across the region.
"We have seen growth in exports to markets like the UAE, Qatar and Bahrain and found a huge demand for our products in Egypt and Yemen over the past year. In Kuwait, we have become effectively a household name thanks to the quality of our Natural & tasty, 100 per cent pure Halal products."
Lenka said that the growth achieved by A'Saffa Foods was in line with the company business plans. "Today we have built a very strong and fully integrated marketing and sales team at A'Saffa that are spearheading our growth in Oman and internationally as we continue to grow into one of the regions most successful and well managed food production companies," he added.
A'Saffa Foods is Oman's leading poultry producer with its great tasting and high quality range of frozen and fresh 100 per cent Halal products comprising over 27 per cent of the market.
In 2010, the company marked its change of name from A'Saffa Poultry to A'Saffa Foods with the introduction of the Khayrat brand which has launched a new range of beef burgers, frozen vegetables and sea food range.
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