Al Zain Farm: Raising the bar in Oman's poultry industry

Muscat Daily

19-03-2025

By OUR CORRESPONDENT
Muscat – Al Zain Farm LLC has established itself as a leading and trusted name in Oman's poultry industry. Known for its commitment to quality, safety, and innovation, Al Zain recently won Oman's Most Trusted Brand Award in the Poultry Products (Chicken) category. In this exclusive interview, Shabbir Boriyawala, Chairman of Al Zain Farm LLC, shared insights into the company's journey, the core values that define its success, and the unique factors that set it apart from competitors. He discussed Al Zain's rigorous quality and safety standards, and strategic expansion beyond poultry into other premium food products. Boriyawala also outlined Al Zain's vision for future growth and expansion in Oman and the wider GCC region.
Can you share the journey of Al Zain Farm LLC and its evolution into one of the most trusted poultry brands in Oman?
Al Zain Farm LLC has grown from a humble poultry operation into one of Oman's most trusted and recognised poultry brands. With over ten years of experience in the industry, we have consistently focused on producing high-quality, fresh, and nutritious chicken for Omani consumers. Our commitment to excellence, coupled with state-of-the-art farming practices, has enabled us to earn the trust of households, businesses, and institutions across the country. Being recognised as Oman's Most Trusted Brand in the Chicken Category is a testament to our dedication to quality and consumer satisfaction.
What core values and principles have been pivotal in shaping Al Zain's reputation for quality and reliability?
Our brand is built on a foundation of integrity, quality, and sustainability. We prioritise the health and well-being of our birds, ensuring they are raised in highly controlled, bio-secure environments. We also maintain strict quality control measures at every stage of production, from hatchery to processing. Al Zain proudly holds HACCP, ISO 22000, and Halal certifications, which reflect our commitment to maintaining the highest standards of food safety, hygiene, and ethical production. These certifications reinforce our promise to deliver only the best-quality poultry to our consumers.
What sets Al Zain apart from other poultry producers in Oman, and how does the brand maintain its competitive edge?
What sets Al Zain apart from other poultry producers in Oman is our unique focus on freshness, taste, and nutrition. Unlike imported poultry, our products are delivered fresh daily, ensuring superior quality. Additionally, Al Zain is the only producer of tender chicken in Oman, offering an exceptionally juicy and flavourful product that is unmatched in the market. Our strict biosecurity protocols and advanced production facilities further strengthen our position as an industry leader.
How does Al Zain maintain the highest standards of quality and safety in its poultry products, and how important is consumer feedback in ensuring this trust?
Quality and food safety are non-negotiable at Al Zain. We adhere to internationally recognised quality and safety standards, ensuring that every product meets stringent hygiene and freshness criteria. Our HACCP and ISO 22000 certifications reflect our unwavering commitment to food safety management and risk control. Consumer feedback plays a crucial role in our operations, allowing us to continuously improve and innovate based on evolving customer preferences and market demands.
Can you highlight some recent innovations or new products that Al Zain has introduced to stay ahead of consumer trends in the poultry industry?
Al Zain is committed to staying ahead of consumer trends through continuous innovation. Recently, we introduced whole frozen tender chicken, catering to different customer needs.
Beyond poultry, Al Zain has expanded into premium-quality food products to meet the evolving needs of consumers. We now offer finest sourced French fries and a diverse potato range, ensuring premium taste and quality. We also offer a variety of frozen vegetables, carefully selected to retain maximum freshness and nutrients. Our upcoming dairy offerings will include pure ghee, butter, and margarine, which will soon be available to provide consumers with high-quality cooking essentials.
This strategic expansion allows Al Zain to broaden its product portfolio while maintaining the same high standards of quality and trust that consumers expect from our brand.
How does Al Zain connect with its customers to ensure brand loyalty and satisfaction with every product?
We believe in building strong relationships with our consumers. In addition to engaging with customers through social media platforms, retail activations, and direct interactions, Al Zain has established Al Zain Food Express outlets. These outlets serve as experience centers where customers can taste our products, explore our range of offerings, and enjoy freshly prepared poultry-based meals. This direct engagement allows us to receive valuable consumer feedback while reinforcing brand trust and loyalty.
How does Al Zain approach sustainability, particularly in terms of animal welfare and its environmental impact?
Sustainability is at the core of our operations. Al Zain follows ethical poultry farming practices, ensuring the highest standards of animal welfare. We are also committed to reducing our environmental footprint and have taken a major step towards sustainability by installing a 3.5MW solar power plant at our facilities. This initiative significantly reduces our reliance on conventional energy sources, promoting a cleaner and greener environment. Additionally, we actively contribute to the local economy by creating jobs and supporting community initiatives.
What exciting developments can we expect from Al Zain in the coming years, and how do you plan to expand your presence beyond Oman?
Al Zain is actively working on expanding its presence beyond Oman. We are exploring regional markets while maintaining our strong foothold in the local poultry industry. Our goal is to continue innovating and diversifying our product range to meet the evolving needs of modern consumers. Furthermore, Al Zain aspires to become a leader in the food industry, not just in Oman but across the entire GCC region.
What is Al Zain's long-term vision, and how does it align with broader trends in Oman's food and agriculture sector, especially as the brand continues to lead in the poultry market?
Our long-term vision aligns with Oman's food security and agricultural sustainability goals. As we continue to lead the poultry market, we remain committed to investing in cutting-edge technologies, expanding production capacities, and enhancing our product portfolio. We aim to be a benchmark for quality and trust in the region's food industry, ensuring that Al Zain remains the first choice for consumers across the GCC.