A’Saffa Foods and NHI initiative provide platform for Oman’s rising chefs

MUSCAT: As part of its social responsibility initiative - A’Saffa Foods, the Sultanate’s largest fully integrated poultry project, and the biggest snacks and allied foods producer has entered into an agreement with National Hospitality Institute (NHI) to provide platform for recognition and growth, of the Sultanate’s finest aspiring chefs under the its latest campaign - ‘Oman’s Rising Chefs’.

Chefs are at the heart of a food business - developing products and recipes, and inspiring people to cook delicious, nutritious meals at home or at your favourite dining options. Being a dedicated and responsible foods business - through the partnership, A’Saffa Foods aims to encourage young Omani chefs by providing them with an ideal promotional platform to showcase and do what they love while providing them with the opportunity to stand-out from the crowd.

Through joint workshops, competitions and dynamic exchange platforms, the partnership aim to inspire and motivate young chefs and increase their interaction with peers and key opinion leaders in the industry.

Sidhartha Lenka, head of Marketing and Sales from A’Saffa Foods averred: “Bridging the gap between production and con- sumption, chefs can also be influential advocates for food processes and systems transformation.

“It is a rewarding and high pay off a creative and constructive career, and professionals can be considered capable of attaining celebrity status, rising up the career ladder. It is in keeping with this ideology that we have conceptualised ‘Oman’s Rising Chefs’ initiative, which will lend support to Oman’s finest rising chefs, who will also feature in our advertising campaigns.”

He elaborated: “Young chefs are constantly innovating and starting trends that drive the broader food industry, as well as shaping the way consumers eat and think about food. As we continue expanding the reach of the A’Saffa Foods portfolio and enter new market segments and destinations, we are pleased to be in partnership with NHI, and provide their aspiring young Omani chefs with the perfect platform and opportunities in the hospitality and tourism industry, to grow their creative culinary talent in Oman and beyond. We look forward to a mutual exchange of unique strengths; as we firmly believe that whether business, chef or consumer, we all have a part to play in building a value chain for better food future together.”