A’Saffa chicken reaches shop­ping out­lets ‘fresh from the farm daily’

Muscat Daily - - PRESS RELEASES -

As the ac­knowl­edged mar­ket leader in Oman in the poul­try sec­tor, A’Saffa Foods, the sul­tanate’s largest fully in­te­grated poul­try project, snacks and al­lied foods brand, is a clear provider of valu­able pro­tein, backed by the su­pe­rior qual­ity of its fresh and frozen chicken that con­tin­ues to de­light cus­tomers, as it reaches su­per­mar­kets and gro­cery stores in the short­est pos­si­ble time.

A’Saffa Foods has con­sis­tently been im­ple­ment­ing its 'farm to ta­ble' prom­ise that de­mands fol­low­ing strictly de­fined stan­dards and prin­ci­ples, from the pri­mary pro­duc­tion (hatch­ing, breed­ing, feed­ing, pro­cess­ing and trans­porta­tion) to the fi­nal stage when the end con­sumer pur­chases the prod­uct.

With the num­ber of health­con­scious cus­tomers who con­sume only the fresh­est of pro­duce on the rise, it is worth men­tion­ing that A’Saffa chicken has no steroids, no growth hor­mones, no ar­ti­fi­cial flavour, no preser­va­tives and no in­jec­tion of wa­ter is used to in­crease bird weight.

The brand’s chick­ens are fed with nat­u­ral yel­low corn and soya. That’s not all, at A’Saffa, birds are pre­pared for con­sump­tion us­ing true halal tech­niques that add to the health quo­tient of the chicken, mak­ing the chick­ens as close to or­ganic as pos­si­ble.

Sid­hartha Lenka, head of Mar­ket­ing and Sales, A’Saffa Foods, said, “The farm to ta­ble pro­gres­sion which A’Saffa chick­ens un­dergo is a fully ver­ti­cally in­te­grated process, in­di­cat­ing that we own the pro­cesses un­der one roof and have con­trol over ev­ery step of the process, in­clud­ing the par­ent farms. We know how our chick­ens are be­ing raised and what they’re fed.

“This pro­vides us with a level of trace­abil­ity and ac­count­abil­ity that is un­par­al­leled. From the par­ent farms to hatch­ery and from the hatch­ery to our broiler farms and to our con­sumer’s kitchens, we have an un­bro­ken chain of qual­ity and food safety.”

He added, “It is also note­wor­thy that our nu­tri­tion­ists cre­ate an all-nat­u­ral, high-qual­ity diet (yel­low corn and soya) for our bird flocks which is for­mu­lated in our own feed mills and de­liv­ered to the farms.

“The diet en­sures healthy, op­ti­mal growth and is free of added hor­mones or steroids. Each and ev­ery prod­uct com­ing out of our farm is pro­duced in line with strict pro­duc­tion stan­dards in con­for­mance with lo­cal, re­gional and global stan­dards and reg­u­la­tions, thanks to which the con­sumer is sure that the chicken they fi­nally re­ceive is a high-qual­ity and safe prod­uct.”

It is es­sen­tial that while buy­ing chicken, a con­sumer should also take into con­sid­er­a­tion that im­ported chicken takes more than a month to reach the GCC and can­not be con­sid­ered fresh. A com­pletely home-grown Omani brand on the other hand, A’Saffa chicken, comes out fresh daily from the farms to reach one’s near­est shop­ping out­let.

A’Saffa Foods’ farm fa­cil­ity at Thum­rait, in the south of Oman, is the sul­tanate’s largest fully in­te­grated poul­try farm built with strin­gent biose­cu­rity mea­sures and man­age­ment sys­tems, ad­vanced sci­en­tific farm and feed man­age­ment sys­tem and health man­age­ment sys­tems, mak­ing the farm a dis­ease-free and healthy en­vi­ron­ment for the healthy growth of birds.

Hav­ing the best-in-class tech­nol­ogy and equip­ment at their plant, A’Saffa Foods is ac­cred­ited and cer­ti­fied by the highly recog­nised in­ter­na­tional cer­ti­fy­ing body TUV.

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