Oman, Muscat: A’ Saffa Foods, Oman’s largest home-grown poultry and food producer reaffirms its brand’s ideology of “healthy eating and living”, which manifests in the wide range of products offered to families across the Sultanate and beyond. Emphasizing on the corporate philosophy - “Core values of Healthy Food, Health and Happiness”, A’Saffa’s success is based on the “100% promise” and its three pillars - “100% halal, 100% natural and 100% tasty”.

100% halal A’Saffa ensures that all of our birds in the farms are slaughtered by hand using a knife, processed in a way that is hygienic and ensures that the birds are of the highest quality and fit for human consumption”.

Customers in Oman and across the GCC can be rest assured that they can buy every A’Saffa chicken and chicken parts with the confidence that they have been raised and slaughtered by hand using actual halal techniques in accordance with Islamic Sharia’a; whereas many other poultry producers around the world practice killing their chicken using electrical impulses known as stunning. As markets in the region continue to import produce from companies around the world where there is no strong Islamic tradition, A’Saffa, practices and reiterates that it is ‘real halal’.

“Using electricity dries up the blood and fluid content of the bird which means a lot of dried blood and toxins will remain in the flesh and veins which is not hygienic. Through ‘real halal’ the slaughtering is done by hand from the top of the neck ensuring each drop of blood and toxin flows out of the bird and is hygienic for consumption,” he explained. “Also, worldwide during stunning 3 to 4 out of every 100 chicken die before slaughter and goes unnoticed in mechanical slaughtering which means ‘halal’ is not guaranteed. Mostly companies also use mechanical devices to slaughter poultry which is also contrary to the strict guidelines that should be carried out to ensure that birds are slaughtered in accordance with proper Islamic Sharia’a.”

It is noteworthy that A’Saffa Foods specially employ trained Muslim staff to slaughter chickens by hand at their farm ensuring that the staff member pronounces ‘Bis miallah Allah ho Akhbar’ whilst facing ‘Makkah’ during the slaughtering of each individual bird in accordance with Sharia’a principles.

100% natural Furthermore, A’Saffa Foods has worked since it was established on the principle that the quality, taste, hygiene and nutrition of its chicken products is only as good as the way its chickens are naturally fed, bred and cared for on its state of the art poultry facility at Thumrait, in the south of the Sultanate.

One of the unique factors for A’Saffa has been its commitment to provide only, pure natural feed to its chickens – a mix of specially produced yellow corn and soya, from its own feed mill, that delivers the right nutrition the chickens need and helps to ensure the final product for the consumer is tasty, fresh and packed full of nutritious protein.

Commenting on the way that company feeds and looks after its chickens, A’Saffa Foods Head of Sales and Marketing, Sidhartha Lenka said: “We are very proud of the way that we feed and ensure the welfare of our chickens. All of our chickens are fed with 100 per cent natural feed that is manufactured in our own feed mill located on our farm premises, using the latest scientific feed management programmes to ensure the best retention of nutritional value.”

“At A’Saffa we also ensure that the birds are kept without thirst, hunger or malnutrition, free from discomfort, pain, injury or disease to ensure pure and healthy product and strictly adhere to animal welfare measures. As with our core principles of following religious, healthy and ethical practices, the company also prohibits use of chicken byproducts and substitutes for feeding the birds as happens in some other poultry companies across the world.”

100% tasty Consumers can be assured of tasty products that are fresh, tender, juicy and healthy with every bite. Being a local Omani manufacturer, A'Saffa Foods has is that its products reach supermarkets in the shortest time after production; hence consumers feel the difference in the brand’s products and that they are guaranteed peace of mind and are able to purchase food that give them the quality they demand.

From its core frozen and fresh chicken products, A’Saffa Foods has expanded its product portfolio in recent years to include the Khayrat range of frozen vegetables / Fruits & Fruit Pulp, and beef products in addition to expanding its range of chicken delicacies that have delighted customers all over Oman along with “A’Saffa” and “Taybat” products.

As a market leader, it is A’Saffa foods constant endeavor to provide consumers with food products that are wholesome and processed hygienically from natural, pure, halal, healthy and premium ingredients.