Muscat – Oman Flour Mills Company (OFM) has invested over RO6mn in purchasing locally grown wheat between 2021 and 2024 as part of efforts to support domestic agriculture and enhance national food security.

Implemented in collaboration with Ministry of Agriculture, Fisheries and Water Resources, the investment has benefited more than 150 Omani farmers. It aligns with the sultanate’s broader strategy to build resilient supply chains based on local production and reduce dependence on imports, the company stated.

In a key development, OFM has introduced a new product, Flour 1, made entirely from Omani wheat. The company described the launch as a milestone in its ongoing efforts to promote in-country value and increase self-reliance in the food sector.

“This product is the outcome of years of cooperation with local farmers,” said Haitham bin Mohammed al Fannah, CEO of OFM. “It reflects our commitment to sustainability and food sector growth using Omani resources. We aim to strengthen our presence in both local and regional markets by offering high-quality food products.”

The company stated that the investment forms part of a larger drive to innovate within the food sector while supporting national priorities linked to food security and rural development.

Halima bint Mubarak al Kalbania, who manages marketing for OFM’s Al Bur brand, said Flour 1 represents a strategic step to reconnect consumers with local products. “This project tells a story of pride and authenticity. Our market research showed growing consumer interest in homegrown goods, which led to the development of a new brand,” she said.

The company has launched a multi-platform promotional campaign built around the slogan ‘From our land… to your table’ and a message promoting local sourcing – ‘Goodness grows in our farms’. The campaign includes digital outreach, collaborations with Omani influencers and in-store marketing.

Live demonstrations and cooking sessions are also being held to introduce consumers to the new flour. The campaign seeks to boost consumer engagement around local food security and support for domestic agriculture.

According to OFM, the investment has provided a direct economic boost to small-scale farmers while promoting long-term sustainability in the sector.