Afia Cooking Oils

distributor• Oman• Member since 1967

Enhance Group Oman presents itself as a provider of brand distribution and retail management solutions, headquartered in Muscat at the Towell Group head office building in Azaiba. The company states that it was founded in 1967 as a strategic partnership between W.J. Towell and Spinneys and that it now leads the FMCG cluster of the Towell Group. In Oman it operates through Matrah Cold Stores LLC (Enhance Oman) and includes subsidiaries such as Fairtrade (1974), Cold Storage & Trading Co (1976) and Majan Distribution Company (2014); it describes itself as the largest FMCG distributor in the Sultanate, with more than 2,000 employees. The company says it has an omni-channel presence across retail and food service, backed by a network of temperature-controlled warehouses and a direct delivery fleet, and that it distributes more than a million cases a month. Its logistics division cites more than 53,000 sq m of ambient, chilled and frozen warehousing, more than 250 trucks serving over 5,000 customers, and distribution centres in Muscat, Rumais, Wadi Kabir, Sohar, Nizwa, Al Kamel and Salalah, plus co-packing services. Its Food Service Solutions division supplies hotels, ships, caterers and institutions from a HACCP-certified logistics facility in Muscat, with full coverage of the Sultanate and exclusive distribution of agency products. The group also owns the Noor Shopping and Noor Express stores. Its Oman food business-partner page shows the brands of Mars Wrigley (Mars, Snickers, Twix, Bounty, Galaxy, M&M's, Maltesers, Skittles and Extra gum), Nestlé (Nido, Nescafé, Maggi, Nesquik, Cerelac and KitKat), Al Safi Danone (Al Safi, Activia, Actimel and Danette), Afia, Weetabix, California Garden, Ülker, Mackintosh's, Bahlsen, Matilde Vicenzi, Perrier, Tilda, Al Rifai, Pınar and Safcol. Its brands page also lists Basmati and non-Basmati rice brands including Al Madinah Blue & Yellow, Amber Gold, Abu Nakheel and Atlas. The company names among its partners Reckitt, L'Oréal, Kenvue, Mars Wrigley, Unilever, Nestlé, Napco, Afia and Al Safi Danone, and lists among its awards the Nestlé MENA Distributor Award (2022–2023), a Mars Partnership Award (2023), a Pladis Best Performance Award, Distributor of the Year awards from Al Rifai and Afia (2019), two awards from Dilmah Tea and an Elite Company Certification for Enhance Oman (2025). It sums up its vision as "Making your life better through our products and services".