Oman poultry major aims to increase revenue, production in 2021

Dhofar Poultry Company says it aims to grow its revenues to $31.1m next year as production levels rise

Dhofar Poultry Company is betting big on the Oman and wider Gulf market during 2021 with ambitions to grow its revenues to OR12 million ($31.1 million), up OR2 million from last year.

With its processing facility and farms in Salalah, Dhofar Poultry is a leading supplier of chicken in Oman and other GCC countries.

By the end of 2021, the company aims to not only increase revenue but plans to increase production from nearly 8,000 tons in 2019 to 10,000 tons in 2021.

It said this growth will be driven by a diversified product offerings and an aggressive marketing-led strategy to drive enhanced distribution and supply chain network within and outside of Oman.

The brand said is also all set to foray into newer business segments in the upcoming months.

According to statistics of the Ministry of Agriculture and Fisheries, the sultanate’s production of broiler chickens in 2018 was estimated at 129,000 tonnes, of which 54 percent were locally consumed.

Salim bin Taman al Maashani, CEO of Dhofar Poultry Company, said: “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 added.

He said there is growing demand for superior quality, halal, naturally fed chicken in markets such as the UAE, Bahrain and Qatar.

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