BRAND VALUE

Areej is among the few listed com­pa­nies in Oman that has rolled out sev­eral brands in­clud­ing MINARA

Oman - A Nation on the Move - - Crown Jewel -

Areej Veg­etable Oils & De­riv­a­tives (AVOD) is one of the largest com­pa­nies in the Sul­tanate man­u­fac­tur­ing prod­ucts for lead­ing multi­na­tion­als. The com­pany has a mod­ern and hy­gienic plant and man­u­fac­tures and mar­kets top qual­ity cook­ing oils, ghee, mar­garines, spe­cialty fats and but­ter prod­ucts. Areej prod­ucts are mar­keted in the GCC as well as Mid­dle East coun­tries through dis­trib­u­tors and ex­ported in­ter­na­tion­ally. In Oman, the com­pany is a mar­ket leader with brands like MINARA, SOHAR, JABAL AKHDAR and MUS­CAT MAR­GARINE. Multi­na­tional Cor­po­ra­tions such as EMBORG and UNILEVER choose AVOD’S qual­ity and state-of-art tech­nol­ogy to source their re­quire­ments for the Gulf. UNILEVER, the world’s largest mar­garine man­u­fac­turer sources veg­etable ghee, corn oil and fry­ing solution from AVOD.

Es­tab­lished in 1980, the com­pany en­joys around 65 per cent mar­ket share in Oman and ex­ports over 70 per cent of its to­tal pro­duc­tion. The to­tal pro­duc­tion ca­pac­ity is around 240,000 MT equiv­a­lent to 800 TPA per day. With the growth rates mov­ing into a higher tra­jec­tory each year, the com­pany is also hon­ing its strat­egy to break away from the com­mod­ity in­flu­ence on the FMCG busi­ness. Areej is among the few listed com­pa­nies in Oman that has rolled out sev­eral brands and is known through­out the Gulf re­gion for in­no­va­tion and trust.

The strong brand eq­uity en­joyed by Areej’s flag­ship brand, namely MINARA Sun­flower Oil, has en­abled it to suc­cess­fully break into 30 coun­tries in­clud­ing GCC states and Mid­dle East mar­kets, with ex­ports now ac­count­ing over 70 per cent of its to­tal pro­duc­tion. MINARA is now the largest cook­ing oil brand in Oman.

In ad­di­tion, Areej Veg­etable Oils has a port­fo­lio of 12 other com­pany brands, which are trusted names among con­sumers. MNC’S such as KRAFT and HEINZ, choose AVOD’S Qual­ity and state-of-the-art tech­nol­ogy to source their re­quire­ments for the Gulf. AVOD ex­ports to 30 coun­tries from Ar­me­nia to Zim­babwe in the South, from Tai­wan to USA in the West.

Areej Veg­etable Oils, which has been voted as “Oman’s Most Trusted Brand 2018,’’ con­tin­ues to grow in new mar­kets with prod­ucts such as: Ghee in tins, Bag-in-box, poly­jars; cook­ing oil in tins; blended oil in clear PET bot­tles; spe­cial­ity fry­ing oils and short­en­ings; may­on­naise & salad dress­ings.

Mar­garines and but­ter are pro­duced with in­ter­na­tion­ally stan­dard­ised plant, equip­ment, in­gre­di­ents and pack­ing ma­te­ri­als. To main­tain high stan­dards of hy­giene, pack­ing ma­te­ri­als such as tin cans, plas­tic bot­tles and so on are man­u­fac­tured in-house and filled im­me­di­ately through au­to­matic pack­ing ma­chines. The com­pany has won sev­eral ac­co­lades in­clud­ing the pres­ti­gious His Majesty Cup Awards, Oman Awards for Ex­cel­lence in Ex­ports and FSSC 22000 Cer­ti­fi­ca­tions.

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