Our Vision & Mission

To be the first choice of Omani consumers by 2030

To provide tasty and nutritious foods bringing health and happiness to consumers, creating value for our people, shareholders, and communities

Our Values (TAPI)

We work as one TEAM

Encourage one team spirit.

We all work as one team.

Support each other to reach our goals.

We are all ACCOUNTABLE

We are responsible for every work we do.

We are responsible to deliver best performance for every work we do.

We work with PASSION

We work with passion and love in every thing we do.

We encourage everyone to take decisions and take risks.

We use data and facts and think continiuous growth.

We INNOVATE

Encourage new ideas.

Act on consumer insights &

Market opportunities.

Seek continuous improvement

& Look for continuous improvement and to the future.

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.