17 January 2010
MUSCAT -- A'Saffa Poultry Farms SAOG has scored a double in Observer's brand survey at No1 in its category and No 3 in the overall listing of 130 greatest brands. Expressing his happiness, Chief Executive Officer Dr Nasser Zaher al Mauly, said: "It is a great honour to win the Greatest Brand status for 2010-2011 from Observer's brand survey". The brand survey, which polled 1,000 respondents, showed that in the chicken sector, A'Saffa won the Greatest Brand slot, taking an unassailable lead ahead of its nearest rival with 6,535 points compared to 1,478 for the runner-up.
Al Mauly, said "A'Saffa is very proud to have been recognised as the third most widely recognised brand in Oman. This success is a reward for the hard work and dedication of everyone who works from the company -- from our state-of-the-art farm facility at Thumrait to our head office staff here in Muscat and in our four branch offices around the country. "Since the company began in 2004, we have been totally committed to the development of a truly Omani brand that delivers the highest quality product to the Omani consumer. Our market leadership position shows that the Omani public -- both nationals and expatriates -- value the quality and true Halal principles that we apply to our production techniques".
As one of the home-grown Omani brands "we are very proud to have achieved such nationwide recognition for our brand in just a few years since we commenced operations and would like to thank the Oman Daily Observer for this accolade", Al Mauly added. The brand survey results, analysed fully in Oman Observer's recently published 416-page book: Oman's 130 Greatest Brands, show that "as a business A'Saffa keeps to the highest international standards of production techniques, hygiene and environmental awareness at its farm and this has led to the company receiving a number of awards.
A'Saffa is accredited and certified by NUV for ISO 9001 Total Quality Management System, ISO 14001 Environmental Management System and is certified by HACCP for food quality and hygiene. "Our biggest achievement has been our growth and the fact that we are today the undisputed market leader in Oman with over 25 per cent of the total poultry market -- in a regional marketplace that has been traditionally dominated by imported chicken", said Al Mauly. "It is fair to say that we are now a household name and recognised by families for the quality of our frozen and fresh chicken products that are efficiently distributed across Oman within a very short period from production to supermarket freezer.
"As a company we have made significant investments to ensure that we have the right quality of natural feed for our chickens and world class production facilities at our farm in Thumrait. The techniques and technology that we incorporate here in Oman is now in demand from other poultry producers in the region and we have recently been contracted as a specialist poultry consultant to the biggest new chicken farm in Qatar", said Al Mauly.
Asked about the future plans, Al Mauly said, "We have recently announced plans to grow and expand our operations at its state-of-the-art farm in the south of the Sultanate to meet growing demand at home and overseas for our high quality natural chicken products and increase A'Saffa's market share from its current position of 25 per cent to over 35 per cent within two years.
Markets such as the UAE, Bahrain and Qatar are increasingly demanding the guaranteed quality of the naturally fed A'Saffa chickens. An increasing part of A'Saffa production is going for export to the GCC and other markets. "We are also looking to broaden our product portfolio from our existing core business of whole frozen and fresh chicken, chicken parts and chicken products such as burgers and nuggets. "As a business we are constantly innovating and looking for fresh and exciting new products to entice the customer who knows that with A'Saffa they have a brand and products they can trust to feed the whole family".
MUSCAT -- A'Saffa Poultry Farms SAOG has scored a double in Observer's brand survey at No1 in its category and No 3 in the overall listing of 130 greatest brands. Expressing his happiness, Chief Executive Officer Dr Nasser Zaher al Mauly, said: "It is a great honour to win the Greatest Brand status for 2010-2011 from Observer's brand survey". The brand survey, which polled 1,000 respondents, showed that in the chicken sector, A'Saffa won the Greatest Brand slot, taking an unassailable lead ahead of its nearest rival with 6,535 points compared to 1,478 for the runner-up.
Al Mauly, said "A'Saffa is very proud to have been recognised as the third most widely recognised brand in Oman. This success is a reward for the hard work and dedication of everyone who works from the company -- from our state-of-the-art farm facility at Thumrait to our head office staff here in Muscat and in our four branch offices around the country. "Since the company began in 2004, we have been totally committed to the development of a truly Omani brand that delivers the highest quality product to the Omani consumer. Our market leadership position shows that the Omani public -- both nationals and expatriates -- value the quality and true Halal principles that we apply to our production techniques".
As one of the home-grown Omani brands "we are very proud to have achieved such nationwide recognition for our brand in just a few years since we commenced operations and would like to thank the Oman Daily Observer for this accolade", Al Mauly added. The brand survey results, analysed fully in Oman Observer's recently published 416-page book: Oman's 130 Greatest Brands, show that "as a business A'Saffa keeps to the highest international standards of production techniques, hygiene and environmental awareness at its farm and this has led to the company receiving a number of awards.
A'Saffa is accredited and certified by NUV for ISO 9001 Total Quality Management System, ISO 14001 Environmental Management System and is certified by HACCP for food quality and hygiene. "Our biggest achievement has been our growth and the fact that we are today the undisputed market leader in Oman with over 25 per cent of the total poultry market -- in a regional marketplace that has been traditionally dominated by imported chicken", said Al Mauly. "It is fair to say that we are now a household name and recognised by families for the quality of our frozen and fresh chicken products that are efficiently distributed across Oman within a very short period from production to supermarket freezer.
"As a company we have made significant investments to ensure that we have the right quality of natural feed for our chickens and world class production facilities at our farm in Thumrait. The techniques and technology that we incorporate here in Oman is now in demand from other poultry producers in the region and we have recently been contracted as a specialist poultry consultant to the biggest new chicken farm in Qatar", said Al Mauly.
Asked about the future plans, Al Mauly said, "We have recently announced plans to grow and expand our operations at its state-of-the-art farm in the south of the Sultanate to meet growing demand at home and overseas for our high quality natural chicken products and increase A'Saffa's market share from its current position of 25 per cent to over 35 per cent within two years.
Markets such as the UAE, Bahrain and Qatar are increasingly demanding the guaranteed quality of the naturally fed A'Saffa chickens. An increasing part of A'Saffa production is going for export to the GCC and other markets. "We are also looking to broaden our product portfolio from our existing core business of whole frozen and fresh chicken, chicken parts and chicken products such as burgers and nuggets. "As a business we are constantly innovating and looking for fresh and exciting new products to entice the customer who knows that with A'Saffa they have a brand and products they can trust to feed the whole family".
By Staff Reporter
© Oman Daily Observer 2010
