Muscat – To mark Omani Women’s Day and support rural women, the Ministry of Agriculture, Fisheries and Water Resources (MAFWR) has launched a platform called Reefei (https://reefei.store).
The platform is the first of its kind in the Middle East, promoting and selling local products made by rural women to retail and wholesale customers as well as international buyers.
Speaking to Muscat Daily, an official at MAFWR said, “The platform is a part of the Reefei programme which was launched by the Honourable Lady, Spouse of His Majesty the Sultan, on November 7, 2021. It aims to market and promote products produced by rural women and female entrepreneurs.”
With the objective of supporting and empowering young rural women looking for job opportunities, the programme transforms ideas into realistic working models and viable products.
According to the official, the ministry is responsible for introducing products, approving products for sale, daily management of the platform’s operations, promotions, daily marketing of products, collection of funds, and notifying Reefie subscribers immediately of any sale made through the platform, in addition to coordinating with companies for delivery of products.
Referring to the platform’s advantages, the official added that participating women have the right to control the opening and closing time of their own store remotely. “The platform offers products at a reduced price, compared to market prices, and women entrepreneurs benefit from direct marketing of their products offered on the platform. Reefie also offers an easy-to-use control panel for managing the store and pricing the products competitively.”