Purpose: Nurturing the Future

Our purpose defines why we exist and how we take long-term decisions — beyond products, cycles, or markets.

Strategic Interpretation
 

Consumers

  • * Deliver safe, affordable, and reliable everyday nourishment today
  • * Progressively enhance nutrition, quality, and choice for tomorrow

Shareholders

  • * Focus on long-term value creation, not short-term volume
  • * Build trusted brands and value-added capabilities through innovation

Resources & Sustainability

  • * Use natural resources responsibly
  • * Improve efficiency, resilience, and environmental footprint over time

People & Culture

  • * Develop talent, leadership, and a culture of care and accountability
  • * Act as a responsible employer and partner

Oman & Beyond

  • * Rooted in Oman, representing trust, quality, and integrity
  • * Building relevance and impact across wider markets
Vision
 

A trusted Omani company, inspired by nature and delivering innovative everyday nourishment for a healthier future.

Mission
 

Deliver high-quality everyday nourishment through operational excellence and innovation, while responsibly expanding our portfolio and markets to create sustainable profitable growth.

Values
 
Excellence
Trust
Engagement
Customer Focus

Dr. Fady Elassaad

A leading food and beverage executive with more than 30+ years of international management experience in the fast moving consumer goods (FMCG) industry.

Fady graduated from leading universities in the USA specializing in food process engineering with a Ph.D. from the University of Maryland, and an MBA from Florida M. University. He started his professional career in top tier multinational companies in the USA including Abbott Labs, Kraft-Heinz, and PepsiCo; and continued with senior leadership roles in the Middle East & North Africa region with major multinational and regional food & beverage companies, including Mars, Agthia, NADEC, Cargill, and Arabian Beverages.

Fady’s expertise is in turning around under-performing businesses and driving growth through developing a shared vision & a winning culture, with challenging but realistic goals. He achieves results by building high performance teams that focus on innovation, operational efficiencies & in ensuring the delivery of the highest quality products & services. This approach is underpinned by operational excellence and agility in execution across all functions working together as one team with a common goal.