Oman’s Ministry of Agriculture, Fisheries and Water Resources has partnered with luxury perfume house Amouage to launch a sustainable frankincense harvesting project in Wadi Gazelle. The initiative aims to expand the global market for Omani frankincense while ensuring the long-term health of the frankincense trees and the livelihoods of local communities. The project will focus on improving harvesting techniques, promoting reforestation, and developing value-added products. Amouage will provide expertise in quality control and market access, leveraging its international brand recognition. This collaboration seeks to position Oman as a leading, sustainable supplier of high-quality frankincense. The initiative is supported by the Agricultural and Fisheries Development Fund, highlighting a commitment to diversifying Oman’s economy and preserving its natural heritage. Ultimately, the project intends to increase frankincense production and export capabilities.