Blazing the Frankincense Trail: Amouage Earns FairWild Certification for Wadi Dawkah
In Southern Oman, as the seasonal monsoon - the Khareef - arrives, the Frankincense trees of Wadi Dawkah are left to rest and regenerate. A small team from the Nejd Desert has just completed another harvest at this UNESCO World Heritage Site. This year, the end of the harvest coincides with a historic moment.
Amouage is proud to announce that the team at Wadi Dawkah has received a ground-breaking recognition, a first of its kind in Oman: FairWild, an internationally respected standard providing third-party certification in the field of wild ingredient sourcing, has officially certified that the harvest at Wadi Dawkah is conducted in full compliance with the highest global standards for sustainability, ethics, and transparency.
With this new certification, Wadi Dawkah becomes the first ingredient sourcing site to receive this recognition in the Arabian Peninsula, marking a significant step forward in the Frankincense industry and, more broadly, for the future of sustainable sourcing of natural ingredients for perfumery in the region.
“This prestigious recognition marks a major milestone for Wadi Dawkah and our national ambition to transform Oman into an internationally recognized source of some of the world’s most iconic natural ingredients”, says Matthew Wright, Head of Wadi Dawkah, “we have devised a unique framework for sourcing Frankincense - an emblematic symbol of Omani heritage and identity - that can now be applied across Southern Oman.”
Amouage’s Commitment to Responsible Sourcing
For Amouage, custodian of Wadi Dawkah since its partnership with Oman’s Ministry of Heritage and Tourism in 2022, this achievement represents a strong confirmation of its long-term vision. Renowned for its High Perfumery, Amouage is now the sustainable producer of one of the natural ingredients that are at the heart of its fragrances - aiming to set a new standard in the industry. This vision is reflected in every stage of the journey, from caring for the environment to supporting the people who benefit from the creation of employment opportunities within the community.
Recognising that positive change is achieved through care, but also through expertise, Amouage has brought together a team of highly specialized individuals from both within the country and abroad. From Omani environmental specialists to international ingredient experts, and with the recent establishment of the Wadi Dawkah Scientific Advisory Council, Amouage combines best-in-class knowledge to protect and respectfully develop the UNESCO Site.
“I am impressed by how seriously and robustly the Amouage team at Wadi Dawkah has embraced its responsible sourcing journey, demonstrating strong performance in traceability, along with meaningful, positive impacts on biodiversity and local communities through sustainable wild harvesting” says Thomas Andro, VP of Responsible Sourcing at dsm-firmenich. “Wadi Dawkah’s commitment to sustainability directly addresses the growing expectations for ethically sourced ingredients and I look forward to seeing this site continue to lead the way on this inspiring responsible sourcing journey.”
FairWild’s Certification: a Global Standard of Integrity and Traceability
The certification’s criteria, assessed by third-party auditors, revolve around three pillars: biodiversity; the ethical, human and social aspect; and sustainable business practices.
The first pillar ensures that the harmony of the ecosystem is recognized and respected. In Wadi Dawkah, the core elements are the Frankincense trees, and how these are treated, watered, and harvested. But it also involves the biodiversity around them: how the other plants and the wildlife are thriving in this specific environment.
The second pillar addresses the ethical, social and human aspects. The harvest must respect both tangible and intangible heritage, such as the ancestral craft of Frankincense harvesting. It also ensures that the work is carried out in accordance with international human rights standards, that all workers are legally bound by fair contracts, and that the business empowers the community.
The third pillar revolves around fair trading practices and ensuring that all partners recognise their sustainable and ethical responsibilities. This guarantees that all steps in the process are fully traceable and legally compliant with international trade laws.
“Wadi Dawkah is setting a powerful example of purpose-driven leadership within the Frankincense supply chain, a product imbued with mystery and magic since the dawn of time,” says FairWild CEO Deborah Vorhies “The team’s dedication to implementing genuinely sustainable and ethical practices sets a high benchmark within the Frankincense sector, paving a way for others in the region to follow. This marks the beginning of a success story, and we are proud to partner with the team on this journey.”
Oman’s Potential in Ingredient Sourcing
This is not just a story of Frankincense. It is a story about Oman and its potential to become a global example for sustainable sourcing. Oman’s strength lies in its position as a bridge between natural and cultural heritage and modern international practices. This accreditation confirms the significance of Wadi Dawkah, but also demonstrates that the Sultanate has the potential for further expansion in natural ingredient sourcing.
“Wadi Dawkah is setting a powerful example of purpose-driven leadership within the Frankincense supply chain, a product imbued with mystery and magic since the dawn of time,”
All of this strongly aligns with Oman Vision 2040, the national reference for economic and social planning for the period of 2021-2040. On one side, Wadi Dawkah is the centre of an environmentally sustainable business development, and on the other, it acts as catalyst for heritage preservation and the creation of employment opportunities.
Ghanem Jaddad, the Public Relations Officer at Wadi Dawkah, who grew up a stone’s throw from it, concludes:
“Each of us, whether the team working at Wadi Dawkah or the local community, feel enormous pride in gaining this international recognition. We hope that our contribution pays respectful homage to our forebears, and will be appreciated by our children and grandchildren in the years to come.”
For more information about Wadi Dawkah, visit www.wadidawkah.com.
ABOUT WADI DAWKAH AND THE LAND OF FRANKINCENSE UNESCO WORLD HERITAGE SITE
The Wadi Dawkah natural reserve is part of Oman’s unique biodiversity and one of four iconic sites in the Dhofar region in the nation’s southern region. Together, they comprise the Land of Frankincense, which UNESCO placed on the World Heritage List in 2000. Since the end of 2022, following an agreement with the Oman Ministry of Tourism and Heritage, Amouage has been the guardian of Wadi Dawkah, the cradle of Frankincense. For thousands of years, the precious Frankincense resin, with its unique olfactive profile, has played a central role in the development of civilisations, sea routes, and international trade and is one of the oldest, ancestral and sacred ingredients used in perfumery, while also known for its healing properties for the mind, body and soul.