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Oman Flour plans industrial bakery, to open 'bakery cafes'

MUSCAT -- Oman Flour Mills (OFM) is planning to set up an industrial bakery to produce high quality bakery and confectionery products and to open bakery cafes. These projects are part of the company's strategy to diversify income mix and provide more high quality products and services. "We have taken a franchise for high quality frozen bakery products and shall soon be opening 'kiosks' and 'bakery cafes' to market them. This horizontal integration will increase our profitability and make us more competitive," said the company's Chairperson Manal bint Mohammed al Abdwani.

Addressing a function to mark the company's 30th anniversary and conclusion of 18th annual meet of Association of Operative Millers (IAOM) Middle East and Africa Region, Manal said that the company is currently increasing its unloading capacity and silo intake system, setting up a chakki mill and upgrading computer control system. "These upgrades will make us more efficient and help us in reaching newer markets. With changing times and demands, we are moving forward into other business ventures," she noted.

Oman Flour Mills , which has popular brands like Dahabi and Barakat, has totally transformed from its inception days through various expansion programmes and by the introduction of new products. "Today, our brands, Dahabi and Barakat are household names, trusted by our customers. We currently produce over 20 flour products catering to the local and export markets," she noted. The company's flour products are exported to over 10 countries, including Indonesia, Iraq, Saudi Arabia and many African countries.

"We have a full-fledged quality control and test bakery that ensures our flour meets the required quality and specifications. Our policy of not compromising on quality has made our products comparable with European and American standards," Manal added. Oman Flour Mills commenced production in 1977 with an intention to provide the finest quality wheat flour to the people for their daily needs. The mill was conceived and encouraged by the government for the purpose of securing a steady and adequate flour supply at a reasonable price. The initial milling capacity was 150 tonnes per day, which has over the years been expanded to its present capacity of 800 tonnes per day.

In 1982, the company expanded its business activities and set up an animal feed mill adjacent to the flour mill. The company has enhanced its capacity to 1,000 tonnes per day from an initial capacity of 300 tonnes. The company also has silos for storing 120,000 tonnes of grains. Oman Flour holds about 81 per cent stake in a poultry company, Modern Poultry Farms SAOC, which currently produces in excess of 100 million table eggs annually.

Oman Flour Mills has won several international quality awards for its excellence in quality and customer service and won consecutively six times the prestigious "His Majesty's Award" for best factory in Oman. "We have currently about 200 well disciplined and professionally trained team of employees in which over 80 per cent are Omanis -- one of the largest Omanisation levels in the manufacturing sector in the Sultanate," she said, adding: "The Omani employees are imparted on the job training as well as trained abroad in their respective fields."

Manal said that the milling industry faces new challenges, and Oman Flour Mills has to deal with changes and challenges with great deal of flexibility and finesse and make the right choices. The IAOM Middle East and African Region conference was organised under the auspices of Sayyid Khalid bin Hilal al Busaidy, Secretary-General of the Council of Ministers. The international meet attracted more than 500 participants from 45 countries from all over the world.

By A E James

© Oman Daily Observer 2007