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