Pure Omani honey vies for spotlight in crowded field

Balqees al Araimi

MUSCAT, FEB 20

The Sultanate of Oman is rich in various types of high-quality honey, scattered apiaries, and various honey stores. While there are many commercial outlets showcasing a wide array of Omani honey, various government agencies, notably the Ministry of Agriculture, Fisheries and Water Resources, as well as Riyada, organize ‘festivals’ that celebrate this rich heritage.

One such festival is underway at Oman Avenues Mall in Ghubrah, where a large number of Omani honey merchants are displaying their delicious products. The event began on February 18 and will continue until Tuesday, February 22 2022. Some of the finest Omani honey can be bought from 10 am to 10 pm during the festival.

Many of the participants were happy to be part of this marketing initiative. Waleed Salim Al Rabiue of Safaa Al Raheeq, said the festival was an opportunity for her to introduce her wide range of her honey-based merchandise to customers.

“Besides attracting customers to my brand, it’s also an opportunity for me to supplement my income through sales to a wider audience build new commercial relationships. I also welcome the chance to interact and network with other fellow honey producers and learn from their experience,” she told the Observer.

Adil Humaid Abdulla al Jamaie, who markets the Buthain and Alkhatieb honey brands, has more than 15 different types of unique Omani honey on display. They include honey types sourced from Omani beekeepers with long experience in this field. Several cosmetic products made from natural honey are on sale as well.

Among the bigger players is Ali bin Said Hassan al Awaidi, who runs Al Thiqa Honey, well known for its vast range of Omani honeys, including sidr honey, frankincense honey and others. A specialist in the apiary business, Ali says he makes the careful distinction between ordinary honey products where the nectar comes from garden-variety flowers and pure organic honey. The former – also known as ‘flower honey’ – is more sugary blended with honey that comes from the nectar of natural flowers. This blending, he warns, can harm the reputation of Omani honey, including springtime honey in Dhofar Governorate. The latter is one of the best honeys and the most expensive as well, he notes.

“That is why we have a big problem in marketing this honey, especially outside the governorates, due to the problem I mentioned earlier. Take, for example, frankincense honey, which a large segment of the residents outside Dhofar Governorate is not aware that the frankincense tree is a flowering tree from which frankincense honey originates. They think that it is honey mixed with frankincense – this is a great fallacy,” he lamented.

While welcoming the support received from the Ministry, many of the participants urged the authorities to help secure new marketing outlets for their products with a view to bolstering their revenue. Increased sales would benefit the traditional apiary sector, one producer stressed, adding that it would also help spur demand for Omani honey in various parts of the Sultanate.

They also requested the authorities to make it free for Omani honey producers to take part in these public promotions, enable wider coverage of these events through mainstream media and social media platforms.

Some also indicated that participating in such marketing outlets helps spread awareness among expatriates and tourists about the value and significance associated with pure Omani honey as opposed to other types of dubious quality honey sold in the market.

A key highlight of the festival was the presence of the Oman Honey Platform - an electronic platform that brings together beekeepers and Omani honey dealers from various governorates in the Sultanate of Oman. Founded by Younis Nasser Salim al Shidhani in September 2020, the platform showcases various types of Omani honey and enables customers to buy products of their choice for delivery anywhere in the country and the Gulf region. Backed by the Ministry of Agriculture, Fisheries Wealth and Water Resources, the platform also has a secure payment feature.

Additionally, the platform also has an Android and iPhone app that can be downloaded to make it easier for customers to access it at any time and at any place. The platform can also be accessed through the platform’s website and various communication sites such as Twitter, Instagram and Facebook, he added.