Oman Flour Mills invests US$15.6M in local wheat procurement, launches first 100% Omani flour
As part of this long-term strategy, OFM recently introduced Flour 1, its first flour product made entirely from Omani wheat
OMAN – Oman Flour Mills Company (OFM) has announced that it has invested more than OMR6 million (US$15.6 million) between 2021 and 2024 in the procurement of locally grown wheat, under a long-term initiative aimed at strengthening national food security and supporting domestic agriculture.
According to the company, the initiative, implemented in collaboration with the Ministry of Agriculture, Fisheries and Water Resources, has benefited over 150 Omani farmers during this period.
The investment reflects OFM’s continued commitment to increasing in-country value by building food supply chains anchored in local production, while also reducing dependence on imported raw materials.
As part of this long-term strategy, OFM recently introduced Flour 1, its first flour product made entirely from Omani wheat. The product represents a culmination of sustained efforts over the last three years to integrate local agricultural output into industrial food processing.
Haitham bin Mohammed Al Fannah, CEO of Oman Flour Mills, said the milestone is the result of strategic partnerships with local farmers.
“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,” he said.
Al Fannah added that OFM continues to pursue growth in both domestic and regional markets by leveraging Omani-grown resources and maintaining high product standards.
Throughout the investment period, OFM has focused on creating an enabling environment for farmers by providing a guaranteed market for their wheat, ensuring price stability, and supporting the broader goals of Oman’s Vision 2040 in the agriculture and food production sectors.
The company also emphasized its focus on innovation and sustainable growth, stating that its operations are increasingly designed to ensure efficiency, reduce environmental impact, and support national food resilience.
Halima bint Mubarak Al Kalbania, who leads marketing for the Al-Bur flour brand, described Flour 1 as more than just a product launch, it’s the result of a multi-year strategy to reconnect consumers with locally grown foods.
“This project tells a story of pride and authenticity. Our message ‘From our land to your table’ is about more than branding, it’s a reflection of our values and commitment to local agriculture,” she said.
OFM’s marketing campaign for Flour 1 includes targeted digital outreach, influencer collaborations, in-store visibility, and live cooking demonstrations aimed at increasing consumer awareness and fostering emotional ties with the product. The campaign is built around key values of local support, food security, and quality.
In line with this three-year effort, OFM also held outreach visits to institutions such as the Muscat Stock Exchange and Oman Arab Bank to promote the new product and the broader initiative. These efforts further highlight the company’s strategic approach to increasing national value addition through the use of Omani-grown wheat.
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