Turning poultry farming into a viable enterprise

Timothy Sande at his Kamsa Poultry farm in Sinyolo, Kisumu West. [Kevine Omollo, Standard]

Agribusiness is one of the most profitable ventures in Kenya, employing nearly 40 per cent of the workforce.

Poultry farming, particularly remains the major source of healthy, affordable, and quality animal protein.

However, strong competition and cost differences within the industry have negatively impacted the prices and movement of poultry and poultry products.

While most poultry farming businesses are profitable, distinctive challenges in accessing the market are still real, especially for newcomers.

Here are some tips for beating the competition in the market.

First, you need to understand your target customers. Before venturing into poultry farming, take time to understand the state of the market of the products you want to sell to your target market.

Collect as much data as possible on who are the leading producers and sellers, individual consumers and businesses such as hotels as well as the pricing of your products.

Gather as much information and insight as possible before plunging into the trade. Start small, but think big as you go along. Do not assume that your products will outdo others in the marketplace; it is a tough terrain out there.

Know the demand cycle of the products, for instance, the peak sales periods for eggs or poultry meat for your target regions and then try to work backwards to link it to the production period.

Peak demands coincide with festivities like the Easter holiday, Christmas, Ramadhan or the school holidays.

You would be setting yourself up for losses if you slaughtered your birds during the opening of schools when households are concerned with uniforms and fees. If you have little experience in marketing, seek advice from those already in the business.

Use your networks to your advantage. Getting the word out can be challenging for newcomers in the poultry business. 

For example, if your products are not branded, they will not stand out. There will be less visibility and less finance available for you to do any serious marketing.

So, try selling your eggs or chickens to your immediate family members, friends and workmates. You can reach out to potential customers via phone or word of mouth.

Never underestimate the power of social media. In this age of mobile technology, there are numerous platforms available for marketing your products. They include WhatsApp, Messenger, Facebook, Instagram, X and TikTok.

Bank on good quality products. The single impediment to successful poultry farming has been the reliance on middlemen or brokers to market and sell your products. Do not be a broker in this business. 

Avoid growth promoters, additives, antimicrobials, or any other unethical product to disguise quality. Aim to directly reach your customers, who can ascertain the quality of your products and vouch for you in the market.

Ride on the convenience delivery. The Covid-19 pandemic has taught producers to adjust their route to market channels. More and more products are now being delivered to customers at the press of a button. Jumia Food is the leading convenience delivery service in Kenya.

Price your products affordably. Most Kenyans are generally price sensitive; they will not pay more if a cheaper product is readily available. This phenomenon is rightly true in this industry. Price your products affordably.

[Dr Messo is the company veterinarian, Kenchic; [email protected]]