Al Bashayer Meat Company, Oman’s first and the region’s largest integrated red meat project, has announced the launch of commercial operations and distribution of its products in the local market.

Al Bashayer Meat Company, which is promoted by Oman Food Investment Holding Company (OFIC), on Monday launched its first retail brand in the local markets under the name ‘Bushra’. The launch ceremony took place at the Oman Convention and Exhibition Centre, under the patronage of H E Dr Saud bin Hamoud al Habsi, Minister of Agriculture, Fisheries and Water Resources, and in the presence of H E Abdulsalam bin Mohammed al Murshidi, head of Oman Investment Authority.

Eng Tariq bin Ali al Amri, chairman of Oman Food Investment Holding Company said, “The launch of Al Bashayer Meat Company’s retail brand ‘Bushra’, and the announcement of the distribution of the company’s products in the local markets narrate yet another success story for OFIC, which is currently implementing a number of important projects in food security. During a short period of time, OFIC was able to implement a number of projects in various governorates of the sultanate, that aims to raise self-sufficiency, create job opportunities for citizens and boost exports.”

Eng Saleh bin Muhammad al Shanfari, CEO of Oman Food Investment Holding Company said, “The launch marks the start of the company’s commercial operations and the start of distributing its products in various commercial centres and stores throughout the sultanate. Al Bashayer Meat Company is considered as one of the largest companies specialising in red meat in the region in terms of area and capacity, which reaches 1.3mn heads of livestock.”

Shanfari pointed out that OFIC, affiliated to Oman Investment Authority, aims to lead strategic investments in the food sector, by investing solely or with strategic partners in various food projects within and outside Oman to contribute to achieving food sufficiency and security.

Al Bashayer Meat Company will be committed to providing live livestock, and fresh and varied red meat products that meet the various segments and needs of consumers. The company is expected to produce about 13,000 tonnes of red meat products in the first year.

Dr Ghalib al Saidi, CEO of Al Bashayer Meat Company said, “We are happy to launch our first-ever retail brand in Oman today. Our goal has always been to promote food security and self-sufficiency in our country and today’s launch brings us one step closer to our final consumers. We are also very excited to welcome Ali Al Habsi into the Al Bashayer Meat Company family. Ali is a very passionate young man who is loved by all in Oman and he is the perfect representation of our brand and our company.”

Al Bashayer Meat Company’s farm is located in Wilayat of Thumrait. The integrated facility, which includes modern and disease-free farms, feedlots, a state-of-the-art abattoir and processing plant, follows exacting standards of Sharia’s compliance, safety, sanitation, hygiene and quality control to ensure purity and taste. Additionally, the livestock at Al Bashayer is only fed with natural feed so as to provide the highest quality meat with local flavour, to its consumers.