Muscat Livestock (MLS), a leading distributor of red meat in Oman, had to shift its strategy to expand into online retail business and target new consumer segments after the COVID-19 pandemic slashed income from aviation and catering activities.
With business heading to register its best ever quarter at the start of 2020, full-year projections were looking bright for MLS, which signed up high-profile clients such as the national carrier Oman Air and international retail chain Carrefour. Then the coronavirus pandemic hit the global economy and corporates required agility to handle the challenge.
“When it hit us, it took us a moment to reorient ourselves. Then we realised that things cannot continue like this and we had to change,” says MLS CEO and Founder Naveed Ahmad.
Since its humble start in 2008 with just two employees, MLS expanded into one of Oman’s major red meat suppliers with a 57 percent market share of the country’s frozen mutton and over 100 employees. It sells over 18000 MT of frozen and fresh food and 60000 animals annually.