January 4, 2021

 

Oman poultry producer to boost chicken revenue six-fold in 2021

 


Dhofar Poultry Company aims to grow its revenues to OR12 million (US$31.1 million), up OR2 million from last year, focussing on Oman and the wider Gulf market, ArabianBusiness reported.


Salalah-based Dhofar Poultry is a leading supplier of chicken in Oman and other GCC (Gulf Cooperation Council) countries.


The increase in revenue is expected be in line with growing production from about 8,000 tonnes in 2019 to 10,000 tonnes in 2021.


The company adds that growth will be driven by diversified product offerings and an aggressive marketing-led strategy to enhance its distribution and supply chain network within and outside of Oman.


According to data from the Ministry of Agriculture and Fisheries, Oman's production of broiler chickens in 2018 was estimated at 129,000 tonnes, of which 54% were locally consumed.


Salim bin Taman al Maashani, CEO of Dhofar Poultry Company, says, "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... Our focus is to bring nutritionally superior and relevant products to the market, and our growing product portfolio has been a testimony to the same."


"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 100 million birds per year," he adds.


He says there is rising demand for superior quality, halal, naturally-fed chicken in markets such as the United Arab Emirates, Bahrain and Qatar.


The company's operations include 48 poultry houses, a hatchery and a countrywide supply chain network in Oman as well as exports to the UAE, Qatar and Bahrain.