Press Release
Rummana, which translates to pomegranate in Arabic, is located on a pomegranate farm in a town called Saiq at the top of the mountains, in Al Jabal Al Akhdar. Image by Burair Al Kishri.
Thursday, August 3rd, marked the official opening of Oman’s first agritourism experience, Rummana. The farm activation is born out of a collaboration between Teepee, a glamping pop-up company that encourages cultural immersion, reconnecting with nature and ignites a sense of adventure, ABS, an Omani food conglomerate with a passion for redefining the culinary landscape and Janaen a joint venture between Oman Food Investment Holding Co. (NITAJ) and Oman Tourism Development Co (Omran) mandated to develop and promote agricultural tourism.
Rummana is Oman’s first agritourism experience. Images by Burair Al Kishri.
Rummana, which translates to pomegranate in Arabic, is located on a pomegranate farm in a town called Saiq at the top of the mountains, in Al Jabal Al Akhdar. ‘We wanted to put the spotlight on Al Jabal Al Akhdar’s renowned fruit in time for its season,’ say Al Amjaad Al Maawali and Umayma Al Hinai, the founders of Teepee. ‘From art to food to cultural references, the pomegranate theme weaved its way throughout, creating a cohesive and captivating environment for visitors.’
‘People will come to discover the secrets of pomegranate through interactive workshops, art installations and guided hikes amidst the breathtaking landscapes of Al Jabal Al Akhdar,’ they continue. ‘During the pomegranate picking season, the farm will allow visitors to pick the fruits and buy them.’
‘We curated a menu that showcased high-quality ingredients, incorporating local flavors that complement the ambiance and the beauty of Al Jabal Al Akhadar pomegranate trees,’ says Alaa Al Balushi, the CEO of ABS group, the powerhouse behind the F&B offering. ‘The combination of our unique natural space, exceptional hospitality and the pleasant weather of Al Jabal Al Akhadar has truly proven to be a winning formula in attracting and captivating larger crowds. We are thrilled to provide such an extraordinary experience for our guests while showcasing the beauty of this remarkable region.’
After a mere two months of collaborative planning and organising between the three, Rummana was born. ‘The project stands out because it relates people to their natural setting,’ explains Mazin Al Raisi, the portfolio management office director of Janaen and the venue provider. ‘When Teepee approached us with the idea of a pomegranate-focused experience that promises to delight, educate, and leave visitors with cherished memories of Al Jabal Al Akhdar’s bountiful offerings, we were excited to kick off this place-making concept that uses an existing asset and convert it to a destination.’
Visitors to the pomegranate experience, which will run until Saturday 23 September 2023, will be welcomed by a wall mural designed by Omani artist Shaima Al Alawi (@shiam_art) and implemented by Al Jabal Al Akhdar’s artist Mahmood Al Fahdi. ‘The wall mural, consisting of three parts and titled “From Seed to Fruit,” combines the human life cycle with the pomegranate life cycle: A child holding the seeds, a young man holding the flowers and an elderly holding the fruit.’
Top: Mural designed by Omani artist Shaima Al Alawi and implemented by Al Jabal Al Akhdar’s artist Mahmood Al Fahdi. Bottom: Lah-mer” a bold installation combining art and stories to explore the symbolism of the pomegranate made by the Omani trio: Fatma Al Awadhi, Aisha Al Ghaithi and Asma Al Saadi. Images by Burair Al Kishri.
Visitors will also get to experience Lah-mer a bold installation combining art and stories to explore the symbolism of the pomegranate made by the Omani trio: Fatma Al Awadhi (@Ms_buzz), Aisha Al Ghaithi (@lorebyashe) and Asma Al Saadi (@a0sma.k). ‘The cube is composed of dynamic panels,’ explain the artists. ‘The installation invites audiences to delve into the many legends surrounding the pomegranate – from its place in Greek mythology, to its longstanding significance in Christian tradition. Drawing upon the deep-rooted symbolism associated with the fruit, it provides a window into the ancient mysteries and wonders of the pomegranate.’
‘Special recognition goes to Nuqta for their outstanding branding work, Hama for their help with the masterplan, Jotun for paint provisions and Al Hilal Group for their contributions to restroom facilities and floral adornments,’ concluded Al Hinai.
Rummana, which will take place in a pomegranate farm in Al Jabal Al Akhdar, is open every day from 9am to 12 pm and 4 pm to 9 pm until 23 September 2023. Ticket price is 1 OMR and kids under the age of 6 enter free of charge.
About Teepee: Teepee is a pop-up glamping service founded by AlAmjaad Al Mawaali and Umayma Al Hinai. They seek to inspire the lives of those seeking a unique kind of experience: one that encourages cultural immersion, reconnecting with nature and ignites a sense of adventure.
About Janaen: Agritourism Development Company LLC (JANAEN) is a 50/50 joint venture between Oman Food Investment Holding Co. (NITAJ) and Oman Tourism Development Co (Omran) mandated to develop and promote agricultural tourism (Agri-tourism) as a potential vehicle for diversifying the national economy. By combining agriculture and tourism, Agritourism offers new sources of revenue and attractions to the farming industry. It is one of OIA’s initiative in delivering Oman Vision 2040 that aim to create synergies between OIA’s companies, attract private investments, create jobs and Comprehensive Geographic Development through decentralization and the Development of Limited Urban Hubs, and the Sustainable Use of Lands.
About ABS: Al Balushi & Sons is an Omani food conglomerate with a passion for redefining the culinary landscape. Proudly owning multiple beloved brands, their commitment to exceptional flavors, unparalleled service and eco-conscious practices sets them apart. From innovative fast-casual concepts to refined fine dining establishments, their diverse portfolio caters to the diverse tastes of their esteemed customers. With a talented team of culinary experts, they create unforgettable dining experiences that build connections and craft lasting memories. Join them on this gastronomic journey, where each brand embodies their culinary expertise and promises delightful moments for food enthusiasts worldwide.
About Shaima Al Alawi: An illustrator, a character designer and a digital artist, who sometimes does some children illustration books. Most of her artwork is inspired by Omani culture and the Omani people, with a little of imagination and creativity. Her art revolves around the figure and character design. She loves to show Omani identity in my artwork in a modern way. Instagram account: @shiam_art.
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