Turning poultry farming into a viable enterprise in Kenya requires understanding the dynamics of agribusiness, which employs nearly 40 per cent of the country’s workforce. Poultry farming remains a key source of affordable and high-quality animal protein, but intense competition and varying costs have impacted both pricing and the distribution of poultry products. To thrive in this challenging industry, farmers must navigate several barriers, particularly in market access, which remains difficult for newcomers. However, there are strategies that can help poultry farmers establish themselves as competitive players and turn their ventures into sustainable businesses.
The first step is understanding the target customer base. Before diving into poultry farming, it’s essential to grasp the landscape, particularly who the main players are, the needs of individual consumers and businesses (like hotels), and the prevailing pricing. Data collection on market trends, such as which products are in high demand and who the leading sellers are, is crucial. This preliminary research can help new farmers anticipate challenges and make informed decisions about when to expand. Starting small but keeping a long-term vision can also mitigate risk. Importantly, farmers should not assume that their products will automatically surpass others in quality or popularity; competition is fierce, and market entry requires careful planning.
Success in chicken farming also depends on an understanding of demand cycles. Seasons and holidays like Christmas, Easter, Ramadan, or school breaks, for example, are frequently linked to periods of high demand for eggs or poultry meat. Profits can be maximized by scheduling around these periods. For instance, it may be financially detrimental to butcher poultry at times when demand is low, such as at the beginning of a school term, when families prioritize school supplies and fees. Skilled poultry producers understand when to increase production to satisfy demand during peak sales times. To maximize their marketing and production schedules, new farmers might need to consult with more experienced farmers or industry professionals.
Using personal networks might give you a competitive advantage as well newcomers frequently struggle with visibility particularly if their goods lack brand access to funds and clients may be restricted due to a lack of brand awareness as a result a foundation of strong relationships including family friends and coworkers might serve as a first source of clients individual recommendations increase credibility and can help a farmer reach more potential customers when combined with direct communication another effective strategy is digital marketing farmers can immediately reach potential customers by showcasing their products on social media sites like Facebook, Instagram WhatsApp, and Tiktok in the current era of mobile technology these platforms provide affordable means of increasing sales and exposure.
Keeping up a high standard of product quality is essential to exceeding the competition many chicken farmers suffer from an excessive dependence on intermediaries which can have an impact on quality control and profit margins through direct client contact and a reduction in middlemen farmers can guarantee a reliable superior product that fulfils consumer demands a positive reputation is also largely dependent on maintaining product integrity which is ensured by abstaining from the use of growth boosters chemicals and unethical activities consumers are more inclined to recommend the company to their networks if they have faith in the products quality.
Convenience is also important the covid-19 epidemic which highlighted the significance of flexible easy marketing channels has accelerated the transition toward direct-to-customer delivery many businesses now provide home delivery services and platforms like Jumia food are popular in Kenya by meeting the need for home deliveries poultry farmers might extend his or her customer base.
Last but not least, maintaining relevance in Kenya’s price-sensitive market requires competitive pricing. Overpricing could turn off potential customers because Kenyans are frugal about spending more than they need to. In the poultry market, many consumers will quickly select less expensive options if they are available, and affordable pricing and high-quality products make a successful combination. Poultry producers can reach a larger audience and improve their chances of establishing a devoted clientele by setting fair prices for their goods.
Lastly, to stay relevant in Kenya’s price-sensitive market, competitive pricing is crucial. Since Kenyan consumers are frugal with their money, charging too much can turn off prospective customers. In the poultry sector, inexpensive prices and high-quality products go hand in hand. Many consumers will prefer less expensive options if they are offered. Poultry producers can reach a larger consumer base and improve their prospects of establishing a devoted clientele by setting the prices of their products fairly.
