A’Saffa delivers superior quality products
MUSCAT: A’Saffa Foods, Oman’s largest fully integrated poultry project leaves no stone unturned in its commitment to delivering superior quality products that are 100% natural, fresh, healthy and tasty.
Focusing on the corporate philosophy - ‘Core values of Healthy Food, Health and Happiness’, A’Saffa’s success is based on its ‘100% promise’ and its three pillars - ‘100% halal, 100% natural and 100% tasty’, which forms the basis and foundation of the brand ideology, ‘ Healthy Eating and Healthy Living’. Each and every A’Saffa product is produced, packaged and transported to a wholesaler or retailer keeping health, freshness and safety in mind. Having built its competence and expertise in fully integrated poultry production, farm/ feed management systems and food production, food processing technology and innovative food recipes, the brand is thus known for delivering fresh, flavourful, halal, and healthy choices for its consumers in Oman and beyond.
Sidhartha Lenka, head of Sales and Marketing at A’Saffa Foods averred, “A key factor that a consumer must take into consideration while buying chicken - is 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 fresh daily from the farms to reach your nearest shopping outlet, hence ensuring that our endconsumers obtain the freshest and tastiest product possible.”
Speaking on the sales growth plans, supported with the company’s expansion plans this year, Lenka said: “The company’s board of directors have approved an expansion plan to raise chicken meat production capacity by 100 percent and continue in their endeavour to foster and support food security, self-sufficiency and increased employment opportu- nities in the Sultanate. The total capital expenditure of the expansion will be OMR45 million. The expansion project will be implemented in two phases, each phase will be 50 percent.”
Through A’Saffa’s ‘real halal’ methods, a bird’s slaughtering is done by hand from the top of the neck ensuring each drop of blood and toxin flows out of the bird and is hygienic for consumption. Located in Thumrait (Oman), the A’Saffa Foods plant produces high-quality fresh and frozen poultry products. One of the reasons for the remote desert location of the plant in the Dhofar Governorate is to ensure that the most stringent ‘biosecurity’ measures are in place at the facility.
ISO certifications
A’Saffa has succeeded in gaining a good reputation through uncompromised quality, stringent manufacturing standards and conformity to international specifications. The brand is accredited and certified by the highly recognised international certifying body TUV and has ISO 9001:2008 - Total Quality Management System, ISO 14001:2004 - Environmental Management System and is certified by HACCP - for Food Quality and Hygiene.
As a company that adheres to religious, healthy and ethical practices - A’Saffa prohibits the use of chicken waste by-products and recycled animal waste substitutes for feeding its birds. Meticulous attention to detail, high biosecurity standards and stringent quality control checks at their plant ensure that the chicken that reaches end-consumers are fresh, natural, healthy, tasty and safe, daily fresh from the farms to your table.
That’s not all, customers who buy A’Saffa products – frozen or fresh – can also be assured that during the production process, no hormones, no steroids, no preservatives, no colours and no flavours of any kind are added to the products.