Wide National Recognition for A'Saffa Brand

OMAN - A'Saffa Foods is among the three greatest brands in the Sultanate, according to a new national survey.
calendar icon 11 October 2011
clock icon 4 minute read

A'Saffa Foods, SAOG, Oman's leading poultry producer, has been recognised as the third most well-known brand in the Sultanate in a new nationwide survey of the country's greatest brands conducted recently by the Oman Daily Observer.

The highly prestigious accolade comes in a new book published that looks at the greatest 180 brands in Oman with A'Saffa leading the way in its sector and coming third overall – a unique and remarkable achievement for a relatively young company that only commenced operations in 2004.

Sidhartha Lenka, Head of Marketing & Sales at A'Saffa Foods, SAOG, said: "All of us at A'Saffa Foods are immensely proud to have become not only the number one brand in the chicken meat category but to have been ranked the third in the overall listing of greatest 180 brands."

In the 2009 Observer Brand Survey, A'Saffa was voted as the third greatest brand in Oman amongst a list of 130 brands.

Mr Lenka added: "Everyone who works for A'Saffa Foods – in Muscat, Salalah, Sohar, Nizwa, Al Kamil and at our farms in Thumrait – is totally dedicated to delivering and producing the very best quality products for our customers that are tasty, healthy and 100 per cent halal.

"We are also totally committed to constantly growing and expanding our range of products, helping A'Saffa Foods to reinforce the brand values and ethics that have made us such a powerful and well loved brand in Oman."

A'Saffa boasts over 27 per cent market share in the domestic chicken mean market and a growing range of non-chicken products in its Khayrat and Taybat range of products introduced last year that now feature beef burgers, Sea food Range and frozen vegetables.

In response to a query about what are the key factors which he thinks helped A'Saffa get the ranking, Lenka said: "One of the key factors has been the very aggressive and innovative work undertaken by the marketing and sales department and the production as A'Saffa Foods to promote our varied and diverse range of products to the consumers across the whole of Oman.

"We have consistently found ways to delight the customer and ensure that we deliver on our promise to provide '100 per cent Real Halal, Natural & Tasty, Healthy and Safe' products which consistently deliver the highest quality as a world class product. Our products are packed full of taste, protein and are part of a healthy balanced diet for families across the Sultanate of Oman.

"It is clear that families are continuing to value the qualities of the brand offer that A'Saffa Foods provides to the people of Oman – and that has once again shone through with the ranking that we have achieved in the second consecutive year.

"As a consequence we have been able to reinforce our position as the leading chicken meat brand in Oman but also to increase our position as one of Oman’s favourite and most trusted brands, Mr Lenka added.

A'Saffa Foods SAOG has built its reputation on becoming the leading producer of quality poultry products in the GCC region. In 2010, when the company changed its name from A'Saffa Poultry to A'Saffa Foods, it also announced its intention to broaden its product range into new areas including frozen meat & beef products and vegetables under the Khayrat brand.

Today, reports Oman Daily Observer, A'Saffa is the undisputed market leader in the poultry sector in Oman with a market share set to reach 35 per cent in the future – way ahead of its competitor in the production of chicken and chicken products. A'Saffa Foods is setting up a new meat processing plant in a market previously dominated by imported products.

A'Saffa has won several accreditations and certifications, including ISO 9001:2000 for Total Quality Management Systems, ISO 14001:2004 for Environmental Management Systems and HACCP Certification for Food Quality and Hygiene Systems.

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