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Families in the Sultanate and beyond choose Ekhtiari burgers from the house of A’Saffa Foods
A’Saffa Foods, the nation’s largest poultry, snacks and allied food products producer is an acknowledged leader in the fresh, frozen poultry and snack food products market in Oman and is rapidly growing its international presence in the GCC and beyond. Since the brand is all about providing simple, pleasurable, convenient eating options, with high-quality ingredients, it is no surprise that the company’s premium-brand’s - Ekhtiari range of low-calorie and low-fat burgers (breaded and non-breaded) have become increasingly popular in the Sultanate as well as in the GCC. 
Quick, tasty and filling, Ekhtiari’s lean, tender and juicy chicken burgers are crafted from chicken breasts – that are 100% natural and pure; and are best enjoyed on a fresh toasted burger bun, with a slice of tomato and lettuce.
“It’s a very simple truth that if children do not consume healthy meals, then one cannot expect them to concentrate and focus”, said Sidhartha Lenka, Head of Marketing and Sales, A’Saffa Foods. “We are proud of the work we’ve done to encourage healthful, nutritious and lean foods in Oman by introducing new food standards in the form of our low-calorie and low-fat brand Ekhtiari”.
He added, “We want to continuously encourage children and families to enjoy their favorite snacks guilt-free, and hence having the Ekhtiari range of products lead our back-to-school campaign, has been important. Eating healthy meals has proven to help children fare better academically and through our range of delicious kid-friendly and already popular snacks such as Ekhtiari Burger we hope to make progress in ensuring more and more pupils all over the Sultanate enjoy the benefits of eating healthy and lean.”
The Ekhtiari range of products are produced in the state-of-the-art production plant (fully automated, untouched by hand) in Muscat and is available in supermarkets and retail outlets across the country.
It is noteworthy that A’Saffa Foods has specially designed their ‘Back-to-School’ campaign to encourage students and families across Oman to make healthy food choices through Ekhtiari which means ‘my choice’, and provides consumers with ‘wholesome taste and happiness – Mia Bil Mia’. That’s not all – the brand will be sharing delicious gourmet recipes for the Ekhtiari range (Burger Salad, Asian Yum Yum Sausage Franks etc.) on its website throughout the course of the campaign, so that parents can safely give their children scrumptious Ekhtiari savories; while enjoying peace of mind, as each and every product that comes from the A’Saffa family comes with a promise of purity of natural ingredients and delicious taste.
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'Ekhtiari' range of lean and low-calorie ‘back to school’ snack option for kids from the house of A’Saffa Foods

 A’Saffa Foods’, the Sultanate’s largest fully integrated poultry project, and the biggest snacks and allied food producing company’s - ‘Ekhtiari’ range of low-fat, low-calorie frozen snack delights are extremely popular with consumers in Oman as well as other parts of the GCC. ‘Ekhtiari’s nutritious frozen meals and snacks provide parents with a guilt-free, convenient eating solution to feed their kids the foods that they love, and that are good for them.

Standing out in freezer aisles because of their unique packaging - a pure and lean, low-calorie frozen product selection – ‘Ekhtiari’ means ‘my choice’, and provides consumers with ‘wholesome taste and happiness – Mia Bil Mia’. With the ‘Ekhtiari’ range, shoppers who put an increased focus on the health and happiness of their families are able to enjoy the quality offered by A’Saffa Foods conveniently at their local grocery store, and have the choice to indulge and eat without guilt, and be carefree.
“Through the Ekhtiari range A’Saffa Foods delivers what parents want in quick, convenient, delicious snacks for their kids this ‘back to school’ season”, explained Sidhartha Lenka, Head of Marketing and Sales, A’Saffa Foods. “While the A’Saffa Foods brand has been a champion of good nutrition and a pioneer in creating innovative, wholesome and flavorful products since we first launched in 2004, it has evolved to meet changing consumer preferences and demands time and again. The introduction of our low-fat, low calorie Ekhtiari range is a shining example of this.”
Prepared using the finest pure and natural ingredients just like all of A’Saffa Foods’ other products; the Ekhtiari range provides families with lean versions of kid-friendly favorites such as Chicken Burger, Breaded Chicken Burger, Chicken Franks, Chicken Nuggets, Chicken Fillet, and Chicken Finger. Like the brand’s usual product lines in the A’Saffa Foods frozen category, the ‘Ekhtiari’ range too is Individually Quick frozen (IQF) to preserve flavour, nutrients, and natural texture.
‘Ekhtiari’ offers more accessibility to parents and families in Oman as well as the GCC who are looking for leaner, convenient meal-time solutions, without compromising on taste. The range is a step towards providing individuals and families the choice of low-fat, low-calorie, protein-rich, wholesome, tasty snacks and meals; that keep them healthy, energetic and most importantly happy.
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A’Saffa Foods: a poultry industry benchmark for stringent global quality standards and back-end value processes

 Focusing on the corporate philosophy - “Core values of Healthy Food, Health and Happiness”, A’Saffa Foods’ success is based on its “100% promise” and its three pillars - “100% halal, 100% natural and 100% tasty”, which in turn forms the basis of its brand ideology - “healthy eating and healthy living”. Being Oman’s largest fully integrated poultry producer - A’Saffa Foods is committed to delivering superior quality products that are 100% natural, fresh, healthy, halal and tasty. 

Sidhartha Lenka, Head of Sales and Marketing at A’Saffa Foods said, “Each and every A’Saffa product is produced, packaged and transported to a wholesaler or retailer keeping health, freshness and food safety in mind. Having built our competence and expertise in fully integrated poultry production, farm and feed management systems, food production, food processing technology and innovative food recipes, our brand is known for delivering fresh, flavorful, halal, and healthy choices for consumers in Oman and beyond.”
100% halal
It is noteworthy that A’Saffa Foods 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. Customers in Oman and across the GCC can thus be rest assured that they can buy every A’Saffa chicken and chicken product with the confidence that they have been raised and slaughtered by hand using actual halal techniques.
Through A’Saffa’s ‘real halal’ methods, a bird’s 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. Most companies use mechanical devices to slaughter poultry which is contrary to the strict guidelines that should be carried out to ensure that birds are slaughtered in accordance with proper Islamic Sharia’a. 3 to 4 out of every 100 chicken die before slaughter when electrical shocks are given to the birds (stunning), and this goes unnoticed in mechanical slaughtering which means ‘halal’ is not guaranteed. A’Saffa ensures that all of their birds are slaughtered by hand using a knife, and processed in a way that is hygienic and ensures that the birds are of the highest quality and fit for human consumption.
100% natural
Known for producing Oman’s freshest chicken and allied products, A’Saffa Foods also has a highly trained on-site medical team at their farms that monitors the health of the chickens daily to ensure that they are kept free from disease, have the right balance of natural feed and water; thus ensuring that the final product that is delivered to the consumer is healthy, natural, Fresh and pure. 
100% Tasty
Customers who buy A’Saffa products – frozen or fresh – can also be assured that during the production process, no hormones, no steroids, no preservatives, no colors and no flavors of any kind are added to the products. Also, no injection of water is given to the birds to artificially increase their weight, thereby ensuring that A’Saffa’s Chicken and allied products are both healthy and tasty.
As a company that adheres to religious, healthy and ethical practices - A’Saffa prohibits the use of chicken waste by-products and recycled animal waste substitutes for feeding its birds. Meticulous attention to detail, high biosecurity standards and stringent quality control checks at their plant ensure that the chicken that reaches end-consumers are fresh, natural, healthy, tasty and safe, daily fresh from the farms to your table.
Infrastructure, Biosecurity, Health and Feed Management systems
Located in Thumrait (Oman), the A’Saffa Foods plant produces high-quality fresh and frozen poultry products. One of the reasons for the remote desert location of the plant in the Dhofar Governorate is to ensure that the most stringent ‘biosecurity’ measures are in place at the facility. Placing the farms far away from human habitation, migratory bird routes and other developments enables the company to minimize any potential risk of contamination or disease that could impact the farms that are located across a 40 square kilometer site. 
The infrastructure at A’Saffa Foods plant includes parent farms, feed mill, environmentally controlled sheds (EC Shed), hatchery, modern (fully automated, untouched by hand) processing plant, R&D centre, disease diagnostics and feed analytical labs. A’Saffa birds are fed with 100% natural ingredients (Yellow corn and Soya) that are also manufactured at the A’Saffa Feed mill, all throughout the raising period to ensure that the chicken are healthy and as close to organic as possible. 
ISO Certifications
A’Saffa has succeeded in gaining a good reputation through uncompromised quality, stringent manufacturing standards and conformity to international specifications. The brand is accredited and certified by the highly recognized international certifying body TUV and has ISO 9001:2008 - Total Quality Management System, ISO 14001:2004 - Environmental Management System and is certified by HACCP - for Food Quality and Hygiene.
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A’Saffa chicken is a rich and wholesome source of protein

 Independent nutritionists and scientists have long established that fresh chicken is a rich source of nutrients and vitamins which are vital not only to a healthy balanced diet but for helping to strengthen the immune system of the body. As the acknowledged market leader in Oman and beyond in the poultry sector, A’Saffa Foods the sultanate’s largest fully integrated poultry and allied food products brand is a clear provider of valuable protein to an ever increasing number of families and individuals across Oman. That’s not all, customers enjoy a healthy meal with A’Saffa chicken as they are fresh and naturally fed, and are 100% “real halal”, strictly adhering to “sharia” principles, adding to the health quotient of the chicken. 

Sidhartha Lenka, Head of Marketing and Sales, A’Saffa Foods stated, “Chicken contains essential amino acids in good proportion, thus making it a rich, complete and wholesome source of protein. Since chicken is a white meat, it is also easy to digest and safe for everyday consumption in moderate amounts.”
He further stated, “A key factor that a consumer must take into consideration while buying chicken, is that the chicken that is being imported into GCC countries takes more than a few weeks to reach them, and hence cannot be considered fresh. A completely home-grown Omani brand on the other hand - A’Saffa chicken comes fresh from the farms to reach one’s nearest shopping outlet daily.”
The health benefits of eating fresh chicken are enormous and every 100g of A’Saffa chicken breast can account for more than half of the recommended daily intake of protein.  Chicken is a superb source of lean, high quality protein which is an essential nutrient for growth and development and can also assist overweight people in losing weight fast. 
For older people the proteins in fresh chicken can help against bone loss while it is also a rich source of niacin, a B-vitamin that helps to naturally protect the body against cancer.  Together with Vitamin B6 these play a vital role in helping the efficient metabolic activity of the body and help cardiovascular health. 
It is worth mentioning that the entire range of chicken products under A’Saffa Foods umbrella not only provides consumers with affordable, homegrown and safe quality chicken, but also enables them to make protein an integral part of their diets.
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