Buoyed by rising domestic demand, leading Omani organic farm eyes major expansion
Published: 03:12 PM,Dec 23,2023 | EDITED : 07:12 PM,Dec 23,2023
The farm offers a wide range of organic produce.
MUSCAT, DEC 23
The demand for organic produce in Oman is on the rise. Data from research conducted by Mordor Intelligence indicates that growing numbers of consumers in Oman are opting for organic fruits and vegetables on health grounds.
However, despite the growing demand for organic produce, the organic farming landscape in Oman still remains in its infancy. Last week, the Observer spoke to the CEO and Co-Founder of Oman’s largest commercial organic farms — YUZU Agriculture — to learn more about this promising sector.
“YUZU was started with the purpose of giving people a source of produce that can be trusted to be chemical-free as well as to deliver a whole new level of produce quality and flavour that we humbly believe is unmatched in Oman,” shares HH Sayyid Adam al Said, who started the company in 2016 alongside his two brothers, Sayyid Omar, and Sayyid Fahar.
Today, the fully operational farm in Barka, (South Al Batinah Governorate), produces around 30 kinds of produce which are sold through different outlets across the country.
These include a wide range of vegetables, including leafy greens, herbs, broccoli, marrows such as zucchini, and roots.
Additionally, the farm also grows honeydew melons and strawberries on occasion. In addition to offering edible flowers and sunflower bouquets.
“We aim to be as omni-channel as possible,” explained the CEO, who added that the products can be bought at grocery stores, through the company’s online store or delivered directly. Additionally, the company participates in fairs and markets, he said.
In 2020, the company became the first Omani agro producer to obtain a USDA Organic Certification at the end of a rigorous three-year-long certification process.. To ensure the continued validity of the certification, only USDA-certified organic inputs are used, while chemicals of any kind are strictly avoided, according to Sayyid Adam.
In regards to the company’s customer base, the CEO says that it includes consumers from all walks of life. And while he acknowledges the significant role that awareness of organic farming plays in a person’s decision to go organic, he argues that it is not the sole factor.
'Many consumers may be middle income cancer patients who after research conclude that organic is good for their recovery. Many are also those who simply recall their village life here in Oman and want vegetables that look and taste like the ones from their childhood, free of anything artificial.'
Nonetheless, he believes that the dedicated customer base signals a lucrative opportunity for the organic market in Oman.
“...it’s very clear to us that a new chapter has begun. There are loyal dedicated customers for organic, and there is the ability to supply this demand profitably with the right know-how, technologies, and vision.”
The company is currently focusing on increasing the market size efficiently by building supply and demand gradually.
“The focus now is on continuously increasing the size of the market efficiently by building supply and demand in a gradual and careful unison. A key focus will be scaling our successful model to loop between winning and delivering the benefits from the substantial economies of scale and already developed advanced technologies which hitherto have been barely scratched at the surface. It’s certainly an exciting time to be in this sector.”
The sector, however, is not without its challenges. “It’s not an easy sector. Starting YUZU involved overcoming knowledge gaps, environmental challenges, and standard entrepreneurial hurdles in a niche market.”
According to Al Said, it was challenging to establish YUZU at a time when there wasn't much information about organic farming in Oman.
“If you imagine where we were seven years ago on day one, the challenge was to build a thriving company in a niche sector where there was virtually no knowledge, tools, or suppliers, in soil, which is sandy, with water that is salty, and in an environment where pests multiply extremely fast due to the combination of heat and humidity. These operational challenges, paired with the steep climb in general of just being an entrepreneur, made it a formidable endeavour.”
Nevertheless, the CEO believes that organic farming goes hand in hand with Oman’s goals of achieving sustainability and food security.
“It’s important to note that an agricultural sector that is not sustainable is logically not food secure – and organic farming directly addresses this. We believe this realisation is spreading across our government, who may also see the substantial potential of organic to raise food quality and value, to help curb pesticide overuse, and to help build food traceability.”
The company aims to achieve a 2% organic certification in the local produce market by the year 2040 - a goal Al Said says seems small, but is 'equivalent to continuously feeding around 100,000 people.'
'This is more likely to mean millions of people across Oman buying organic at least once per week,' he added.
Significantly, the company is currently planning to expand its operations to target foreign markets.
“YUZU is currently planning its next big expansion project which will be one of the largest organic farms in the GCC. Investors who believe in the long-term future of organic and who want to be a part of building the new paradigm of the agricultural sector should definitely get in touch with us!”
The demand for organic produce in Oman is on the rise. Data from research conducted by Mordor Intelligence indicates that growing numbers of consumers in Oman are opting for organic fruits and vegetables on health grounds.
However, despite the growing demand for organic produce, the organic farming landscape in Oman still remains in its infancy. Last week, the Observer spoke to the CEO and Co-Founder of Oman’s largest commercial organic farms — YUZU Agriculture — to learn more about this promising sector.
“YUZU was started with the purpose of giving people a source of produce that can be trusted to be chemical-free as well as to deliver a whole new level of produce quality and flavour that we humbly believe is unmatched in Oman,” shares HH Sayyid Adam al Said, who started the company in 2016 alongside his two brothers, Sayyid Omar, and Sayyid Fahar.
Today, the fully operational farm in Barka, (South Al Batinah Governorate), produces around 30 kinds of produce which are sold through different outlets across the country.
These include a wide range of vegetables, including leafy greens, herbs, broccoli, marrows such as zucchini, and roots.
Additionally, the farm also grows honeydew melons and strawberries on occasion. In addition to offering edible flowers and sunflower bouquets.
“We aim to be as omni-channel as possible,” explained the CEO, who added that the products can be bought at grocery stores, through the company’s online store or delivered directly. Additionally, the company participates in fairs and markets, he said.
In 2020, the company became the first Omani agro producer to obtain a USDA Organic Certification at the end of a rigorous three-year-long certification process.. To ensure the continued validity of the certification, only USDA-certified organic inputs are used, while chemicals of any kind are strictly avoided, according to Sayyid Adam.
In regards to the company’s customer base, the CEO says that it includes consumers from all walks of life. And while he acknowledges the significant role that awareness of organic farming plays in a person’s decision to go organic, he argues that it is not the sole factor.
'Many consumers may be middle income cancer patients who after research conclude that organic is good for their recovery. Many are also those who simply recall their village life here in Oman and want vegetables that look and taste like the ones from their childhood, free of anything artificial.'
Nonetheless, he believes that the dedicated customer base signals a lucrative opportunity for the organic market in Oman.
“...it’s very clear to us that a new chapter has begun. There are loyal dedicated customers for organic, and there is the ability to supply this demand profitably with the right know-how, technologies, and vision.”
The company is currently focusing on increasing the market size efficiently by building supply and demand gradually.
“The focus now is on continuously increasing the size of the market efficiently by building supply and demand in a gradual and careful unison. A key focus will be scaling our successful model to loop between winning and delivering the benefits from the substantial economies of scale and already developed advanced technologies which hitherto have been barely scratched at the surface. It’s certainly an exciting time to be in this sector.”
The sector, however, is not without its challenges. “It’s not an easy sector. Starting YUZU involved overcoming knowledge gaps, environmental challenges, and standard entrepreneurial hurdles in a niche market.”
According to Al Said, it was challenging to establish YUZU at a time when there wasn't much information about organic farming in Oman.
“If you imagine where we were seven years ago on day one, the challenge was to build a thriving company in a niche sector where there was virtually no knowledge, tools, or suppliers, in soil, which is sandy, with water that is salty, and in an environment where pests multiply extremely fast due to the combination of heat and humidity. These operational challenges, paired with the steep climb in general of just being an entrepreneur, made it a formidable endeavour.”
Nevertheless, the CEO believes that organic farming goes hand in hand with Oman’s goals of achieving sustainability and food security.
“It’s important to note that an agricultural sector that is not sustainable is logically not food secure – and organic farming directly addresses this. We believe this realisation is spreading across our government, who may also see the substantial potential of organic to raise food quality and value, to help curb pesticide overuse, and to help build food traceability.”
The company aims to achieve a 2% organic certification in the local produce market by the year 2040 - a goal Al Said says seems small, but is 'equivalent to continuously feeding around 100,000 people.'
'This is more likely to mean millions of people across Oman buying organic at least once per week,' he added.
Significantly, the company is currently planning to expand its operations to target foreign markets.
“YUZU is currently planning its next big expansion project which will be one of the largest organic farms in the GCC. Investors who believe in the long-term future of organic and who want to be a part of building the new paradigm of the agricultural sector should definitely get in touch with us!”