What is Origin Oman?
Origin Oman is a domestic campaign to promote Oman-made products and services; it has the full support of Government, business and community organisations. The campaign’s principal objective is to engender national pride and encourage consumers and companies to choose locally made products and services bearing the Origin Oman logo.
In brief, Origin Oman offers every Oman-based resident an opportunity to help promote the sultanate’s products and services and by doing so help create employment opportunities, stimulate the national economy and reduce carbon emissions.
At the heart of the campaign is the Origin Oman logo. Companies who meet the standards set by Origin Oman can use the logo to identify themselves, their products and services.
The key five (5) criteria which must be met before the Origin Oman logo can be used are:
1. As a manufacturer – all products made have undergone a value added process over and above re-packaging or re-marketing and wherever possible, be sourced from products originating in Oman. A product that is imported and re-packaged will not be eligible.
2. As a producer - all primary product (fruit, vegetables, meats etc) must have spent the majority of its life in Oman.
3. The company and its products or services must meet high quality standards.
4. The company must be committed to sound environmental standards.
5. The company must be committed to the highest standards of business conduct and derive strength and prosper by dealing fairly and honestly with its employees, shareholders, clients, suppliers, competitors, government, regulatory authorities and the general public.
By meeting these standards, Oman-based consumers can be assured that companies and their products and services carrying the Origin Oman symbol are of a high quality, are socially responsible and are contributing to the development of Oman’s national economy.
Local is Good
Locally owned businesses reflect the character of our communities. Owners of local businesses live here. They are our neighbours. Their products and services support and sustain the needs of Oman-based residents and they play a vital role in our social networks. In fact, local businesses mirror who we are and what we value as a nation. They help to create a sense of place. Indeed, local businesses offer the greatest opportunities for jobs, innovation, and other community contributions, which improve the quality of life for Omani citizens.
Origin Oman is a domestic campaign to promote Oman-made products and services; it has the full support of Government, business and community organisations. The campaign’s principal objective is to engender national pride and encourage consumers and companies to choose locally made products and services bearing the Origin Oman logo.
In brief, Origin Oman offers every Oman-based resident an opportunity to help promote the sultanate’s products and services and by doing so help create employment opportunities, stimulate the national economy and reduce carbon emissions.
At the heart of the campaign is the Origin Oman logo. Companies who meet the standards set by Origin Oman can use the logo to identify themselves, their products and services.
The key five (5) criteria which must be met before the Origin Oman logo can be used are:
1. As a manufacturer – all products made have undergone a value added process over and above re-packaging or re-marketing and wherever possible, be sourced from products originating in Oman. A product that is imported and re-packaged will not be eligible.
2. As a producer - all primary product (fruit, vegetables, meats etc) must have spent the majority of its life in Oman.
3. The company and its products or services must meet high quality standards.
4. The company must be committed to sound environmental standards.
5. The company must be committed to the highest standards of business conduct and derive strength and prosper by dealing fairly and honestly with its employees, shareholders, clients, suppliers, competitors, government, regulatory authorities and the general public.
By meeting these standards, Oman-based consumers can be assured that companies and their products and services carrying the Origin Oman symbol are of a high quality, are socially responsible and are contributing to the development of Oman’s national economy.
Local is Good
Locally owned businesses reflect the character of our communities. Owners of local businesses live here. They are our neighbours. Their products and services support and sustain the needs of Oman-based residents and they play a vital role in our social networks. In fact, local businesses mirror who we are and what we value as a nation. They help to create a sense of place. Indeed, local businesses offer the greatest opportunities for jobs, innovation, and other community contributions, which improve the quality of life for Omani citizens.
Over the past few years, global trends and market forces have resulted in consolidation, mergers and acquisitions in many business sectors. Growth among mass merchandisers, Internet retailers and big-box stores, ultimately reduces the selection and diversity of products and services available in communities. With such intense competition, the market share of goods and services sold by local businesses has eroded, in some cases, dramatically. The result is less choice for Omani consumers, a growing sameness of design, of products, and of services, less opportunity for innovation and reduced reinvestment back into Oman's economy.
Why is Origin Oman important to consumers?
Local businesses are the heart and soul of Oman. What you may not know is that local companies contribute tremendously to the development of Oman’s economy. Indeed, those who work with local businesses are more likely to earn a living wage and receive benefits. Food that is produced locally is fresher and requires far less energy to transport to market and not insignificantly, it is local business owners who are there with contributions for schools, hospitals, local projects, youth groups and civic projects.
Why is Origin Oman important to business?
Owning and operating a local business is very rewarding, but among its many challenges is the growing dominance of the internet, big box retailers and mass merchandisers. Origin Oman has been created to provide consumers with a brand identity for all locally owned businesses. We will create a website that will provide Oman-based consumers who seek specific products and/or services with listings, which can be accessed through queries for products and services and/or by location.
We will provide regular promotional campaigns that gain the attention of consumers and encourage their loyalty to Oman-based businesses. We will plan and organize panel discussions and public events that illustrate the substantial and varied contributions that local businesses contribute to Oman's economic and environmental well-being. Indeed, the participation of locally owned business is critical to the success of Origin Oman. We encourage businesses to support our various public awareness campaigns by placing the Origin Oman logo on their products, letterheads, websites, offices and store windows, acknowledging customer support by thanking them for buying and shopping locally, and also by providing them with point-of-purchase information that reinforces the benefits that you provide to Oman. Of course, we also encourage local businesses to buy goods and services from other Oman-based firms.
What can you expect from Origin Oman? We are committed to sustained growth with an emphasis on public education. As we grow our partnership base throughout Oman, we will organize and promote multiple public education and promotional events that highlight the benefits of sustaining local economies as well as the enormous contributions local businesses provide to Omani communities. We encourage citizen and business partners’ suggestions and urge them to take advantage of the Origin Oman brand and to further expand and promote our public education mission. Regular e-based communication, editorials, an annual Origin Oman Week, promotional events, an annual Origin Oman Directory, a quarterly newsletter highlighting our progress and assistance with local manufacturers, retailers and wholesalers are just some the core elements of our work plan.
How can you help?
First and foremost, we want you to buy Oman made products and services. Whether you are a business owner or a private individual, recognize and value the way your buying decisions can influence the shape of Oman's economy.
If you visit a local business that does not display the Origin Oman logo, be an advocate for Origin Oman and encourage the owner to become a partner. It builds recognition not only of Origin Oman, but of the importance of each business to the growth of Oman's economy.
If you are a business, please make every effort to promote Origin Oman through the distribution of our marketing material and directory to your customers, participate in our promotions, events and understanding the important role you play in Oman's economy and by thanking your customers for choosing to buy Oman made products and services.
About the campaign
The aim of Origin Oman is to encourage consumers and organisations to buy Oman made goods and services wherever possible. It’s not a difficult concept to sell. Most people share the common human inclination to support their own local community ahead of outsiders. And the success of the Origin Oman campaign will be greatly helped by the well recognised Origin Oman logo. The campaign intends to:
o Promote national pride in our manufacturing industry and the economic importance of buying Oman made.
o Encourage Oman-based consumers to buy locally made products, use local services and to be local tourists. Indeed, we are sure that many who want to buy Oman-made products or purchase Omani services are frustrated by not knowing where to look for them.
o Build brand loyalty for Oman made products.
o Create awareness of the employment, economic, environmental and social benefits of buying locally made products and services.
o Enable consumers to clearly identify Oman-made products and to make an informed choice.
o Help increase Oman's manufacturing capability.
o Reduce imports, especially of consumption goods.
o Help create employment.
o Help reduce fuel consumption.
Origin Oman Marketing Campaign
Naturally, the marketing campaign (see attached set of initiatives) will be the most visible part of Origin Oman. It will be designed to encourage consumers and businesses to value the economic and environmental impact of buying Oman made products and services.
A variety of marketing and communication channels will be used, these include: paid advertising, sponsorship, news media, press releases, editorials, print supplements, blog, road shows, brochures, newsletters, e-bulletins, billboards, events, Origin Oman Week, posters and the Origin Oman website (www.originoman.om)
Timeframe
Given the time and care that is required to develop a campaign such as Origin Oman, every effort will be made to begin the campaign in the first week of January 2008. The Omani National Products Campaign has had a high public profile since its inception and this has created significant expectations with various stakeholder groups. Communications around the campaign will need to be carefully managed if it is to ramp-up its reach and credibility.
Target Audiences
The broad target audiences for the marketing, media and events campaign are:
o Consumers, segmented in various ways (age; income; life-style; social class; gender; and life-cycle-stage)
o Corporate/Government Procurement Teams
o Manufacturers/producers of products and services
o Retailers/resellers of local products
o Omani businesses more generally
o The wider community and opinion leaders
o The youth market
Key Messages
The initial concept will be a high-level, generic marketing, media, advertising and experiential event campaign designed to appeal to national pride and to make Oman-based citizens feel good about supporting Omani businesses. At a later stage, the campaign will be more targeted to specific audiences and market segments. The initial generic campaign will allow businesses to link their own domestic marketing, media, advertising and event activities into the Origin Oman campaign and leverage off it if they wish. Encouraging people to support Omani goods and services (identified by the Origin Oman campaign logo) will be the foci of the media campaign, which will certainly be the most visible part of the campaign.
As part of the Origin Oman campaign, the following themes/messages will be developed to appeal to the target audiences highlighted above:
1. A generic appeal to national pride – irrespective of nationality
This high level theme would cut across all elements of the campaign and answer questions such as, "What is this all about?" "Why are we doing this?"
2. Pride in Omani values
Emphasise the international quality and durability of Omani products and the goodness and purity of ingredients.
3. Reversing the cultural cringe
People from other countries seek out Omani goods and services, so why not buy them here at home?
4. Invest locally
Studies show that significantly more money will stay in Oman where purchases are made locally. In brief, more money is kept in the community because locally owned businesses purchase from other locally owned manufacturers, retailers, wholesalers, service providers and farms.
5. Taste the difference
Most local produce has been picked inside of 24 hours. It comes to you ripe, fresh and with its full flavour, unlike supermarket food that may have been picked weeks or months before. Close-to-home foods can also be grown for taste, rather than withstanding the abuse of shipping or industrial harvesting. Ever tried Omani tomatoes, onions, aubergines, dates, bananas, limes, mangoes, eggs, chicken, kingfish, tuna, shrimp, abalone, or lobster?
6. Save the planet
Locally owned businesses can make more local purchases requiring less transportation. This generally means contributing less to congestion, habitat loss and pollution. A UK study found that a typical British meal, sourced locally, travelled 66 times fewer “food miles.” In fact, with 1/4 of all trucks on our roads are carrying food, plus the pollution caused by transporting produce by air, it’s easy to see how the movement of goods is contributing so heavily to carbon emissions. We could cut millions of tons of carbon out of the atmosphere by reducing our dependence on international products and going back to buying local instead. Alternatively, we can just keep burning those fossil fuels and learn to live with global climate change.
7. Career choice
Skilled and talented young people should see Oman's manufacturing industries as a worthwhile and rewarding career choice.
8. Talent magnet
A growing body of economic research shows that in an increasingly homogenized world, entrepreneurs and skilled workers are more likely to invest and settle in communities that preserve their one-of-a-kind businesses and distinctive character.
9. Know what you eat
Buying food today is complicated. What pesticides were used? Is that fruit genetically modified? Was that chicken free range or did it grow up in a box? People who eat locally find it easier to get answers.
10. Explore Oman
Visiting local farms is a way to be a local tourist. You'll also be ploughing money back into the local community.
11. Live healthy
By buying local you will eat more vegetables and fewer processed products, sample a wider variety of foods, and eat more fresh food at its nutritional peak.
12. Get better service
Locally owned businesses often hire people with a better understanding of the products they're selling and take more time to get to know customers.
Campaign Evaluation Criteria
The marketing campaign will be evaluated using the following measures:
Manufacturers
o Uptake or those who become members of the Origin Oman campaign.
o Changes in attitude and behaviour towards the Origin Oman campaign.
Corporate & Government Procurement Teams
o Advertising awareness of the Origin Oman campaign.
o Procurement Teams’ willingness to buy Oman made products/services.
Retailers
o Advertising awareness of the Origin Oman campaign.
o Retailers' willingness to stock/promote Oman made products/services.
Consumers
o Advertising awareness, unprompted, of the Origin Oman campaign.
o Advertising awareness, when prompted, of the Origin Oman campaign.
o Consumers' disposition/consideration to buying Oman made products/services.
o Specific attitude changes to Oman made products.
Origin Oman FAQs
The aim of the Origin Oman is to encourage consumers and organisations to buy Oman made goods and services wherever possible. It’s not a difficult concept to sell. Most people share the common human inclination to support their own local community ahead of outsiders. And the success of the Origin Oman campaign will be greatly helped by the well recognised Origin Oman logo. The campaign intends to:
o Promote national pride in our manufacturing industry and the economic importance of buying Oman made.
o Encourage Oman-based consumers to buy locally made products, use local services and to be local tourists. Indeed, we are sure that many who want to buy Oman-made products or purchase Omani services are frustrated by not knowing where to look for them.
o Build brand loyalty for Oman made products.
o Create awareness of the employment, economic, environmental and social benefits of buying locally made products and services.
o Enable consumers to clearly identify Oman-made products and to make an informed choice.
o Help increase Oman's manufacturing capability.
o Reduce imports, especially of consumption goods.
o Help create employment.
o Help reduce fuel consumption.
Is the Government involved?
The government spearheads Origin Oman. The Ministries of Commerce & Industry and National Economy provided seed funding for the initiative.
Can I join?
Any business of any size can join, whether you make or sell a product or service. Non-business organisations such as educational institutions, government organizations, charities, sports clubs and other bodies can also join.
What are the annual membership fees?
o Business membership (products & services) RO300
o Start-up business (within first 24 months) RO150
o Non-profit organisation (e.g. health or education institution or sports organisation) RO100 per annum
o Government organization – RO150 per annum
o Retail store - By arrangement
Origin Oman invoices you for your membership fee once your membership has been approved. Payment is due on receipt of the invoice.
What are the benefits?
Origin Oman continuously encourages consumers and procurement teams to buy products and services of members. Benefits include:
o Promotion under the Origin Oman banner through literature, campaigns, print, web, television and radio coverage.
o Own website page on: www.originoman.om - the content of which is fully controlled by you and links to your website if available.
o Use of the Origin Oman Member logo to promote the business.
o Opportunity to apply to use the Origin Oman logo on products.
o Website entry on the Origin Oman website www.originoman.com
o Access to marketing and promotional materials.
o Training at subsidised rates.
o Opportunities to participate in shows and events.
o Trade development opportunities through meet the buyer initiatives.
o Be part of the Origin Oman Week.
o Access to a PR & press release service.
o Newsletters and e-bulletins.
o Invitations to Origin Oman networking meetings and seminars.
o Entry into the published Origin Oman guide.
o Members bulletin board /forum on: www.originoman.om
Who are your members?
Companies and organisations, small and large, from virtually every economic sector will join the Origin Oman initiative. Indeed, we fully expect the number to grow monthly. This means that hundreds of consumer and industrial products will be carrying the Origin Oman logo.
How can I join?
Application forms are available from the Origin Oman offices at PEIE’s head office on Knowledge Oasis Muscat or they can be downloaded from: www.originoman.om Application for membership of Origin Oman is based on the following criteria:
o I am a business based in Oman and committed to the aims and objectives of Origin Oman.
o I agree to support Origin Oman initiatives and events and provide reasonable information about the performance of my business. I understand that this will be treated in confidence but that it may be used in summary by Origin Oman to satisfy current funders or to secure future funding.
o I will strive to ensure that my products are of the highest quality and produced with care and commitment.
o I agree to comply with all relevant legislation relating to food safety and hygiene, traceability, environmental health and trading standards.
o All products when offered for sale to the public should clearly indicate the provenance or origin of the product for the benefit of the consumer, so that they are able to easily identify local produce.
o As a producer - all primary product (fruit, vegetables, meats etc) must have spent the majority of its life in Oman.
o As a manufacturer – all products made have undergone a value added process over and above re-packaging or re-marketing and wherever possible, be sourced from products originating in Oman.
o Retailers, wholesalers and hospitality members will demonstrate active local sourcing where and when products are available from within Oman.
o I agree to provide full details for all products that I intend to carry the Origin Oman logo and only to use the logo in accordance with the style guide provided. These details will include, but are not limited to, identity/source of raw ingredients, location of manufacturing/processing and other information requested by Origin Oman.
o Approval must be granted before the Origin Oman logo may be used.
o I understand that I will be required to pay an annual subscription charge for my membership (12 months from the date my membership is approved and payment is received by Origin Oman). The subscription will be due on or before this date the following year. In the event of non-payment of that subscription within 30 days of the anniversary date, Origin Oman may thereafter terminate my membership without notice and all benefits of membership will immediately cease. My membership will only be reinstated, at the absolute discretion of Origin Oman, upon payment in full of any outstanding subscription.
o I understand that I must at all times abide by the Code of Conduct, Origin Oman may, in its absolute discretion, terminate my membership for any breach of any term of the Code of Conduct. The decision of Origin Oman shall be final. If my membership is so terminated, I understand that all benefits of membership will immediately cease, but there shall be no entitlement to a refund of any sums I have paid.
How long does it take to process my membership application?
Approximately one week, depending on the quality of the information supplied by the prospective member, as well as on the volume of applications being processed at a given time.
How will I know which companies make or supply certain products or services?
The Origin Oman website - www.originoman.om - has a full list of members. There is either a short profile on each member company, its products and/or services, or a hyperlink to that company's website.
Can Origin Oman help me with my marketing and advertising campaigns?
Yes, but our primary goal is to promote the Origin Oman campaign and our members, create awareness of, and interest in, products and services bearing the Origin Oman logo. It is a marketing effort which members should complement with their own activities. Although we do not directly assist members with their marketing and sales strategies, we do give advice to members on leveraging their association with Origin Oman.
Can I be supplied with Origin Oman promotional items?
Yes. A range of Origin Oman items are available at a nominal cost. Check our website, www.originoman.om
How do I communicate the merits of my products or services to other members?
There are a number of ways of doing this:
1. You can advise other members of your membership of Origin Oman.
2. You should take advantage of the networking opportunities created by workshops and forums organised by Origin Oman.
3. Send messages via the campaign's communication material whenever opportunities arise.
What do I do if I buy an Origin Oman product or service that turns out to be of poor quality?
Our Code of Practice provides for a grievance procedure to be followed in such situations. You must lodge a formal complaint with Origin Oman. We then set the procedure in motion, requesting the provider of the product or service to respond within a certain period. If the complainant is not satisfied with the response, we then start a mediation process with a view to settling the complaint.
Can I promote Origin Oman internationally?
Definitely yes, but it is the responsibility of members to familiarise themselves with existing trade protocols and market conditions that could affect your business activities in the international market.
Has Origin Oman plans to go international?
The campaign is focused specifically on the domestic market. We will extend our activities abroad once we have achieved satisfactory success at home. However, we do undertake to assist members leverage their brands via our relationships and partnerships with like-minded international organisations.
Member’s Code of Conduct
o To promote the aims and objectives of Origin Oman.
o To work in collaboration with fellow members.
o To source locally thereby reducing food kilometres.
o To work together with fellow members to build supply chains, retaining the economic benefit within local communities.
o To ensure that the Origin Oman brand represents local provenance and quality to the public.
o You agree that Origin Oman may record and store information and materials you have posted, transmitted, sent or communicated on the Origin Oman website.
o We reserve the right to refuse any application for membership if, in our absolute discretion, we consider that the applicant does not meet the standards required of members, as set out in these Membership Criteria, Terms and Conditions, Code of Conduct or in any other document published for that purpose by Origin Oman. The decision of Origin Oman will be final.
o We reserve the right to terminate the membership of any member if, in our absolute discretion, we consider that the member has failed to comply with, or maintain, the standards required of members as set out in these Membership Criteria, Terms and Conditions, Code of Conduct or in any other document published for that purpose by Origin Oman. The decision of Origin Oman will be final. In the event of terminating the membership on these grounds, notice of termination will be given to the member and all benefits will immediately cease, but there shall be no entitlement to a refund of any sums paid by that member.
o If an application for membership is refused, or membership is cancelled, Origin Oman accepts no liability whatsoever for any alleged loss which may result.
o In granting membership Origin Oman reserves the right to require any member alter, remove or cease any form of sales production and sale of goods associated in any way with Origin Oman that contravenes any current relevant legislation or brings, or is likely to bring Origin Oman into disrepute.
o All intellectual property rights on and relating to the Origin Oman site and in the logos, including trademarks, trade names or other signs, vest in Origin Oman.
o All marketing and other materials bearing the Origin Oman name or logo must only be used in accordance with the Origin Oman guidelines. On termination of membership, the licence granted to the member of Origin Oman to use its logo, marketing information or any other material of any description (“the materials”) is immediately terminated and the materials must, at its option, either be returned to Origin Oman or destroyed.
o Any member is entirely responsible for the accuracy of all information included on the site concerning that member. Information provided will be available to members of the public. However, Origin Oman reserves the right to reject, edit or remove at any time any information which Origin Oman, in its absolute discretion, considers is unsuitable for any reason whatsoever.
o Origin Oman will inspect /audit a member before approval of their application and at any time in the future.
o Membership will be conditional upon the payment in full of the required annual subscription charges as set out by Origin Oman.
Style Guide for Members
This guide will tell you when and how to use the Origin Oman branding. It is important that our members adhere to these guidelines to preserve the overall image of Origin Oman and its membership.
Origin Oman reserves the right to refuse requests to the use of the logo in any circumstances it deems inappropriate and in the event of non compliance with such a request, or use not strictly in accordance with this guide, to take appropriate action against the relevant member.
There is one distinct logo to be used. Only the original image supplied by Origin Oman should be used to generate any publicity or marketing materials. Please contact ibtisam@originoman.om for copies of the appropriate image.
The Origin Oman logo can be used on:
o Letterhead, marketing promotions and at premises.
o Products that meet the Origin Oman criteria - fruit, vegetables, meats etc must have spent the majority of its life in Oman. All products made must have undergone a value added process over and above re-packaging or re-marketing and wherever possible are sourced from products originating in Oman. Full details will need to be provided for all products for which you seek approval to use the logo. These details will include but are not limited to identity/source of raw ingredients, location of manufacturing/processing and other information requested by Origin Oman. Approval must be granted before the logo may be used.
o Your website. Please provide a link to www.originoman.om
o Use in any other circumstances is to be approved by Origin Oman.
Who do I contact?
Further information on Origin Oman is available from our website, www.originoman.om or e-mail us on: members@originoman.om
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