ANamaa Poultry Co. SAOC, the RO100 million governmental project to drive food safety and create new job chances for Omani youth, has signed a consortium settlement with WPP, the worlds leading innovative transformation company, led by Superunion, the international brand agency, for a complete branding exercise, including company and products, that will position ANamaa as a market leader in the sector.

In the presence of Eng. Saleh bin Mohammed al Shanfari, CEO of Oman Food Investment Holding Co. SAOC and Chairman of ANamaa Poultry Co. SAOC, the agreement was signed in Muscat by Eng. Yaqoob Mansoor Al Ruqaishi, CEO of ANamaa Poultry Co. SAOC, and Majdoleen Till, Managing Director for the Middle East and the Gulf region of Superunion.

The WPP consortium led by Superunion includes leaders in branding, media buying, creative and communication which includes local companies. Representatives of the companies attended the signing ceremony.

The mandate of the settlement is to drive a complete branding workout with detailed advertising strategy for ANamaa Poultry Co. SAOC, highlighting the corporate positioning as well as top notch quality of products, and defining the cost addition of the organization to the local economy, which includes driving food security, self-sufficiency and job advent for Omani youth.

Eng. Saleh Al Shanfari said:ANamaa was founded with a clear aim of realising the vision of our leadership to promote food safety in Oman. The RO 100 million governmental projects one of the biggest food manufacturing centres in the Arab world will enhance self-sufficiency in Omans poultry sector from 36 percent now to 70 percent by 2030. With such a bold investment and vision, it is essential to have a high-impact branding and communications strategy to reach out to our clients as well as to extend the reach of ANamaa brand.

Building a effective brand is key to strengthening our credibility and creating a robust influence among clients reflecting the high standards we adhere to. Our identity will replicate our values, reason and dedication to the community and the environment. A consortium that covers all areas which includes market research, branding, media buying, marketing and public relations will allow us to consolidate our presence and attain higher work efficiency. ANamaa is a project for the people and we prefer to deliver the excellent customer experience via this integrated branding programme, added Al Shanfari.

Majdoleen Till added: We are grateful to ANamaa Poultry Co. SAOC for their trust in the competencies of the WPP consortium to supply a powerful branding and market outreach strategy. As a governmental project that targets to promote food security, self-sufficiency and monetary growth, we see remarkable value in associating with this project, and in delivering our great resources for driving an effective branding campaign. Every element of the branding exercise, which includes consumer research, brand communications and media management are part of the mandate of this agreement, which makes it one of our most prestigious in the region.

ANamaa Poultry Co, which broke ground previously this year in Al Safaa location in the Wilayat of Ibri, will have 240 poultry broiler sheds with the capacity to produce 60,000 tons of white meat in the subsequent five years. The project has a capacity to hatch 100 million eggs per year to meet the projects want of chicks as well as the wants of poultry farmers and small and med-sized enterprises, adding more value to the economy. It will additionally make contributions to meeting the elevated demand for poultry, which is estimated to grow by 80 percent. The project will have over 735 employees, having Omanisation as a goal. With a massive supply chain comprising suppliers, vendors, retailers and distributors, ANamaa will make a contribution significantly to the economy.

ANamaa Poultry Co. SAOC is part of various ambitious projects by the Oman Food Investment Holding Co. SAOC to improve the countrys self-sufficiency of food products and derivatives, as well as to increase value-added products that will assist the SME sector of the Sultanate. Among key tasks by Superunion which includes understanding the market for poultry products in Oman, estimating the market size, grasp modern brands presence, studying customer behaviour as well as channels and developing a powerful go-to-market strategy supported by impact communications throughout all channels.