Placing Oman in the Spotlight
Writer: Emily Jarvis
Project Manager: Sammy Wilkinson
Leading Salalah-based cooking oil Company, Omani Vegetable Oils & Derivatives Co. LLC (Omani Vegetable Oils) aims to raise awareness of locally manufactured products by promoting its own product range at regional exhibitions in its bid to tap into new markets and attract more customers to the prospect of doing business in the Oman region.
Boosted by its entrepreneurial spirit and leveraging expertise from the wider Dhofar Group - namely Dhofar Cattle Feed Co., Dhofar Insurance Co., and Dhofar International Development and Investment Holdings Co. - the brand has achieved double-digit growth since establishment in 2005.
Exhibiting at events such as Gulfood each year has provided Omani Vegetable Oils with a platform to network with potential customers and explain how its multi-model distribution channels across the Middle East & Africa (MEA) can help meet the needs of customers across these emerging markets.
Based on the success garnered from this, the Company has just opened a new warehouse facility in Dubai in order to increase production and add to its already significant market presence, with the hopes to enter new business verticals along the way.
“Our team is passionate about providing high quality cooking oils to consumers for a better life by adding convenience to their daily routine and embracing healthy living. Our cooking oil brands are widely available from wholesalers, supermarkets and hypermarkets under the popular names of Al Safa, A Saadah, Salalah, Taibah , Sahi , Bahjah, Diyah , Sunlife and A’Safwah, as well as other private labels,” the Company highlights.
Driven by a strong set of beliefs and values which provide the necessary springboard to be able to capitalise on the latest industry trends, Omani Vegetable Oils continues to explore the relevant business verticals that allow the Company to engage with customers across the MEA region. One of these avenues is to venture into the distribution of other fast-moving consumer goods - such as bottled water and rice - that complement the Company’s already extensive cooking oil portfolio.
In order to do this, the Company recently invested millions in new filling lines and other updates to its equipment at its state-of-the-art refinery; in addition to the inauguration of a new warehousing facility in Dubai. It further notes: “We have a state-of-the-art refinery, the most-advanced fully-automatic high-speed filling machinery and equipments to produce quality products conforming to all the relevant international standards; operated under strict hygienic conditions.”
The new filling lines will be a welcome addition to the HACCP-certified Company’s factory, located at Raysut Industrial Estate in Salalah; a stone’s throw away from the Port. Omani Vegetable Oils’ facilities offer a logistical advantage that provides lucrative international trade opportunities with the likes of East Africa, in addition to easy access to further locations within the Middle East and GCC regions.
“We also have our own subsidiaries and branch offices in Muscat, UAE and in Saudi Arabia, all of which follow the stringent GMP practices and certified food safety management systems by SGS Europe,” the Company further details.
Implementing a mixture of direct and indirect distribution methodologies, Omani Vegetable Oil has a strong and reliable supply chain in place; making sure to form close and long lasting relationships with its suppliers who represent a crucial part of the day-to-day business operations.
“Our Group-wide initiative to do things right first time and our quality product offering has given us a reliable and trustworthy reputation across the GCC and beyond,” Omani Vegetable Oils adds.
Backed by three prominent Dhofar Companies and a team of highly qualified technical staff with considerable food manufacturing experience, Omani Vegetable Oils has all the right ingredients to make sure that its products deliver on expectation and satisfy the end customer.
The Company concludes: “With a sound vision for the future, strong commitment to sustainable business practices and healthy approach to growing our business, we are poised to continue to deliver reliable, consistent growth.”