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Merge 104.8 | 14 July 2025
Oman Flour Mills Company (OFM) has invested over RO 6 million in buying locally grown wheat from 2021 to 2024, supporting more than 150 Omani farmers. This move, in collaboration with the Ministry of Agriculture, supports national food security and promotes in-country value.
As part of the initiative, OFM launched ‘Flour 1’—the first flour made entirely from Omani wheat. CEO Haitham bin Mohammed Al Fannah said, “The launch of Flour 1 is the result of strategic partnerships with local farmers and reflects the company’s focus on self-sufficiency and sustainability in the food sector.”
OFM also aims to expand regionally with high-quality products based on local resources, while remaining committed to innovation and long-term sustainability.
Halima bint Mubarak Al Kalbania, who leads marketing for Al-Bur flour, described Flour 1 as “a comprehensive strategic marketing experience aimed at reconnecting consumers with local products.” She added, “This project tells a story of pride and authenticity,” with the message “From our land… to your table” and the slogan “Goodness grows in our farms.”
A nationwide promotional campaign includes digital content, influencer collaborations, retail displays, and live demos. OFM also organised visits to institutions like the Muscat Stock Exchange and Oman Arab Bank to highlight the product’s local value and sustainable impact.
