About Us


Fairtrade LLC, one of the oldest and pioneering FMCG companies in Oman, is a subsidiary of Enhance (Matrah Cold Stores LLC as the legal entity), the Sultanate’s leading provider of Brand Distribution Solutions.

Fairtrade was established as a partnership by Murtadha Hasan Ali, Fairtrade’s former Chairman, in 1974. In November 2010, Enhance completed the acquisition of the major shareholding in Fairtrade LLC, making Enhance the largest FMCG distributor in Oman. Enhance, which boasts over 900 employees including over 550 Omani nationals, is a well-known name in Oman.

Enhance is part of the W.J.Towell Group, a privately owned Omani conglomerate with diverse business interests covering wide spectrum of industries.

Mr. Imad K. Sultan, Deputy Managing Director, W.J.Towell, is the Chairman for Enhance with Mr. Dominic C.R. Myers, Chief Executive Officer, Enhance Operating Companies.

Whether you are a global business organization, or building a dynamic new brand eager to take advantage of a rapidly changing market in Oman, you can partner with us and make the most of promising market opportunities in the Sultanate.

Vision and Values

The Management and employees have recently identified a new Vision and set of Values through which we will be aspiring to improve all that we do to the benefit of our customers, partners, employees and shareholders.

Our Vision: Making Your Life Better Through our Products and Services

“Making Your Life Better Through our Products and Services” provides the direction.
We seek to align all that we do to enrich and improve the lives of all our stakeholders.

Our Values: BEST

We encourage the four values of Be Accountable, Excellence, Service and Teamwork summarized by Enhance BEST and have a set of statements for each of the Values.


We will be accountable and responsible for our actions.
We will act with integrity having respect for our colleagues, customers, business partners and shareholders.


We will strive for excellence by being passionate in our endeavor to deliver quality and continuous improvement.
We will use our collective knowledge to grow as individuals and as an organisation, enabling us to generate new ideas to ensure sustained success.


We will seek to ensure that the highest levels of customer service are consistently delivered.
We are empowered, will act with speed and be passionate about exceeding expectations.


We are a committed team that values, respects and recognises every individual’s contribution.
We will utilize the knowledge of our people to encourage and develop leadership.

We recognize and reward our employees on a regular basis for demonstrating
outstanding levels of achievement through pursuing these Values.