Dhofar Poultry Company marks 25 years with a strong vision for future
MUSCAT: Celebrating 25 years of successfully serving its valuable patrons with the highest quality chicken, Dhofar Poultry Company (DPC) has established its presence as the fastest growing brand in the fresh and frozen chicken segment, in Oman.
With so many commendable years of experience, DPC ensures it constantly innovates to suit the varying demands of a dynamic consumer market while maintaining the same level of quality, taste and hygiene standards its customers are already familiar with.
State-of-the-art hatchery
Over the years, DPC has evolved from a farm built out of seven houses that first introduced the concept of sale of fresh chicken in the Dhofar region to an operation that includes 48 modernised EC poultry houses, a state-of-the-art hatchery, the latest processing machinery and equipment, and a nation-wide supply chain network. The products grew to be so loved by consumers that DPC was able to extend its sales and distribution to not just every corner of the Sultanate, but even export to other
GCC countries. The company now plans to enter into newer markets, with an enhanced and diversified portfolio of products.
Despite stiff competition and a number of newer brands in the market, DPC has remained the preferred choice amongst consumers due to its distinct freshness and taste. This is achieved by timely delivery through well-organised cold chains. Currently, DPC claims a significant 25 per cent market share in the overall fresh and frozen chicken market in Oman.
“We understand the dynamism of the market and we take all the necessary initiatives to incorporate the latest technological innovations to ensure our products are at par with international standards,” said Salim bin Taman Al Maashani. “While we are confident that our customer base will keep growing with every year, our goal for the year ahead is to add new products to our existing product portfolio and expand into newer markets.”
With the growing demand for superior quality, slaughtered-byhand as per Islamic Sharia (100% Halal) and naturally-fed chicken in markets such as the UAE, Bahrain and Qatar, DPC has customised their products and packages to suit these demands. The popularity of the brand has grown so much over the years that DPC now sells its products at leading hypermarkets like Lulu in UAE and Mega mart in Qatar. In the past (20 years) its exports increasing year on year.
Significant investment
With significant investments in the poultry farming segment, Oman is set to establish itself as a key player in the region, while also reinforcing the nation’s food security objectives and sustaining the requirements of its burgeoning poultry industry. Revered as one of the oldest and the most trusted brand when it comes to fresh and frozen chicken, DPC has been committed to the Sultanate’s long-term objectives in achieving high self-sufficiency and enhanced food security. To meet the rising demand, DPC aims at increasing its production during 2021-2022.
In 2019, the Ministry of Agriculture, Fisheries and Water Resources said that the Sultanate had achieved 51 per cent self-sufficiency in the production of poultry meat when the local production in the Sultanate reached about 111,000 tons. To achieve lesser dependency on imports, increase the value of exports, and reduce the food gap, DPC will ensure to support Oman Vision 2040 to increase self-sufficiency in the sector.
Commenting on the further plans, Salim bin Taman Al Maashani said, “DPC takes great pride in stating that it is a 100 per cent Omani brand with a strong focus on contributing to the economy.”
Poultry farming is considered a vital economic activity that contributes towards achieving food security in the Sultanate through the development of the poultry sector and encouraging investments in the segment. DPC has been recognised as one of the key companies in its sector that have remained steadfast in its commitment to align itself with Vision 2040. Its growing figures and expanding market share over two decades have proved its success while its forecasts for the years ahead are a reflection of the company’s unfaltering ambition to be a key contributor in the sector.