Oman Flour Mills (OFM) has invested over OMR 6 million (USD 15.6 million) between 2021 and 2024 to source locally grown wheat — a strategic move aligned with national efforts to enhance food security and support domestic agriculture.
Implemented in partnership with the Ministry of Agriculture, Fisheries and Water Resources, the initiative has directly benefited more than 150 Omani farmers, providing them with a stable market and contributing to the country’s economic resilience.
This investment underscores OFM’s commitment to increasing in-country value by strengthening local supply chains and reducing reliance on imported raw materials. As part of this long-term strategy, the company recently launched Flour 1, its first flour product made entirely from Omani wheat — a milestone in integrating local agriculture with industrial food production.
Haitham bin Mohammed Al Fannah, CEO of Oman Flour Mills, credited the achievement to strategic partnerships with local farmers.
“The launch of Flour 1 reflects our focus on self-sufficiency and sustainability in the food sector,” he said, emphasizing OFM’s ongoing efforts to grow both its domestic and regional footprint while upholding quality standards.
Throughout the investment period, OFM has worked to create favorable conditions for local farmers by offering guaranteed market access, price stability, and support in line with Oman Vision 2040 goals for agriculture and food production.
The company also highlighted its commitment to innovation and sustainable growth, focusing on operational efficiency, environmental responsibility, and strengthening national food resilience.
Halima bint Mubarak Al Kalbania, Marketing Lead for the Al-Bur brand, described Flour 1 as the outcome of a multi-year effort to reconnect consumers with locally sourced products.
“This project is a story of pride and authenticity. Our message ‘From our land to your table’ reflects our values and deep commitment to Omani agriculture,” she said.
OFM’s marketing campaign for Flour 1 includes digital outreach, influencer partnerships, retail promotions, and live cooking events — all aimed at raising awareness and building consumer trust. The campaign highlights core values of local support, food security, and quality.
To further promote this initiative, OFM organized engagement visits to institutions such as the Muscat Stock Exchange and Oman Arab Bank, reinforcing its commitment to national value creation through the use of Omani-grown wheat.
Source: millingmea.com
