The Ministry of Agriculture and Fisheries in partnership with Omran, the country’s leading tourism development, investment and hospitality asset management company, launched the Omani Rural Women Products brand identity ‘masarra’ at the InterContinental Hotel Muscat.
The inaugural ceremony was held under the patronage of H.E. Sheikh Khalid bin Omar Al Marhoon, Minister of Civil Service, in the presence of H.E. Dr. Fuad bin Jaafar Al Sajwani, Minister of Agriculture and Fisheries and H.E. Nasser bin Khamis Al Jashmi, Chairman of Omran, and senior representatives from various public & private sector organisations.
Purposely conceptualised and designed by Omran, ‘masarra’ is an innovative brand identity that promises to take the Omani Rural Women Products to new heights with its appealing, inviting and creative local and international aesthetic appeal. Reflecting improved standardised quality, ‘masarra’ mirrors the Omani Rural Women Products’ organic, fresh and chemical free characteristics and aims to further support the livelihood of Rural Women across Oman.
On the occasion, H.E. Dr. Fuad bin Jaafar Al Sajwani, Minister of Agriculture and Fisheries, said, “From the very beginning, the Ministry of Agriculture and Fisheries has been steadfast in supporting the role of Omani Rural Women in society and enhancing their livelihood through a number of initiatives and activities that span the country. In line with this, the launch of ‘masarra’, with Omran’s support, stemmed from our realisation that the Omani Rural Women Products, even though popular among a limited number of locals and residents, has unlimited potential to grow further in Oman and internationally with the proper branding and associated marketing mechanisms put in place.”
H.E. Dr. Al Sajwani added, “We are confident that with the continued backing of both the private and public sector, we can ensure the ongoing and future wellbeing of our communities as this launch has proved.”
H.E. Nasser bin Khamis Al Jashmi, Chairman of Omran, expressed, “Omran’s partnership with the Ministry of Agriculture and Fisheries to create the unique and authentic brand ‘masarra’ is the result of cooperation, motivation and determination to open a new chapter for Omani Rural Women, their products and their families. This is in line with Omran’s efforts towards empowering communities we serve and contributing to the prosperity of the national economy.”
H.E. Al Jashmi also said that the project will prove to be sustainable and life changing with the help and support of the Ministry coupled with the eagerness and hard work of the Rural Women.
‘masarra’, meaning ‘joy’ in English, aims to raise awareness of the quality and goodness of the Omani Rural Women agricultural produce, enabling them to compete with imported products, promote tourism through a uniquely Omani brand and raise the producers’ income and production capacities while supporting the country’s ambitions to achieve domestic food sufficiency. ‘masarra’ as a brand can also be adapted endlessly in the future to include various product lines such as fisheries.
Wednesday, December 18- 2013 @ 10:49 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.