More than 60 rural women entrepreneurs and productive families from across Oman are showcasing value-added agricultural, fisheries and livestock products at the ‘Reefy Dhofar 2026’ exhibition, highlighting efforts to reduce waste, expand market opportunities and strengthen the rural economy.
Held at Ateen Square as part of the Khareef Dhofar Season activities, the exhibition is organised by the Oman Chamber of Commerce and Industry’s Dhofar branch in cooperation with the Office of the Governor of Dhofar and the Ministry of Agriculture, Fisheries and Water Resources, represented by the Department of Rural Development.
The exhibition aims to promote Omani products, support rural women economically and provide producers with direct access to consumers during the peak tourist season in Dhofar.
Products on display include honey and dairy derivatives, dried and processed fish, pickles, jams, sauces, spices, dates and natural cosmetics, alongside other products made from agricultural and livestock resources.
Eng Rashid bin Said al Ghafri, Director-General of Agriculture, Fisheries and Water Resources in Dhofar, said the exhibition provides an important platform to promote Omani products while benefiting from the increased tourist activity during the Khareef season.
He said the participation of rural women and women entrepreneurs was an important part of efforts to support small enterprises and diversify household incomes by creating direct marketing and communication channels with consumers.
The exhibition also seeks to improve the economic returns of rural projects by encouraging producers to transform raw agricultural, livestock and fisheries products into value-added goods.
Eng Abdullah bin Ahmed al Siyabi, Head of the Guidance and Awareness Section at the Department of Rural Development, said such events help project owners strengthen their skills in production, processing, packaging and marketing while gaining a better understanding of consumer preferences.
He said converting raw products into value-added goods could help reduce waste and improve the economic viability of rural enterprises.
Jokha bint Mohammed al Habsi, Head of the Rural Development Section in Al Sharqiyah North, said participation gives rural women an opportunity to test their products in the market and receive direct feedback from consumers.
She noted that continued training and support had contributed to improvements in product quality, packaging and presentation.
Eng Khalida bint Mohammed al Shizawi, Head of the Rural Development Section in Al Batinah North, said the exhibition also enables entrepreneurs from different governorates to exchange experience in product presentation and marketing.
For participating entrepreneurs, the exhibition offers an opportunity to assess consumer demand and explore new markets.
Basma al Maashari from Muscat, who specialises in dairy products and derivatives, said the event had helped her introduce her products to a wider audience and gather consumer feedback.
Waheeda al Busaidi from Al Dakhiliyah, who produces pickles and sauces, highlighted the potential of seasonal produce, saying it could be processed into products that can be marketed throughout the year.
Nadia al Busaidi, owner of the ‘Zalza’ sauces and spices brand, said direct interaction with visitors provided useful insights for improving products and their presentation.
Dhofar entrepreneur Arwa Akak, owner of the ‘Mazarie Rakhyut’ turmeric brand, said the Khareef season provided an important opportunity to promote Dhofar’s agricultural products and establish new marketing channels.
Fatma al Balushi from Al Batinah South, who specialises in dried seafood products, said the exhibition provided a platform to promote Omani marine products while exchanging experiences with producers from other governorates.
The exhibition, which ran until August 15, brought together a diverse range of rural enterprises and productive families, reflecting the growing focus on adding value to locally produced resources.
Workshops held alongside the exhibition covered product quality, value addition, sustainable production, the 'Reefy Product' financing programme and the role of women in food security.
The initiative forms part of wider efforts to strengthen rural communities, improve the competitiveness of national products and promote economic diversification and sustainability.
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