When Rainbow Chicken CEO Marthinus Stander took part in the executive panel titled “Meet the Titans of Agriculture” at the Mzansi Young Farmers Indaba on April 1, 2025, the company made a big impression. With a focus on sustainability, youth empowerment, and resilience, this meeting of leading agricultural thinkers offered a forum for lively discussion on the future of farming in South Africa. In addition to showcasing its critical role in feeding the country and creating a sustainable agricultural ecosystem, Rainbow Chicken, a pioneer in South Africa’s poultry industry, took advantage of the occasion to share its experience navigating a changing and frequently difficult operating environment.
Stander opened by reaffirming Rainbow Chicken’s philosophy of staying grounded and focused on operational fundamentals. “We’re chicken people doing chicken things,” he remarked, a phrase that perfectly encapsulates the company’s down-to-earth, hands-on approach. In the face of rising input costs—particularly with animal feed accounting for over 70% of expenditure—Rainbow has developed a sophisticated commodity monitoring system to drive efficiency and agility. Stander explained that this system, along with proactive strategies such as the culling of infected birds, relocation of breeder facilities, extended production cycles, and strict biosecurity protocols, has helped the company withstand the disruptions caused by recurring outbreaks of Avian Influenza (AI). These actions have not only ensured supply continuity but have also safeguarded the livelihoods that depend on the poultry industry.
Furthermore, Stander touched on the challenges posed by global competition and unfair import practices that threaten local producers. He called on policymakers and industry stakeholders to continue protecting the poultry sector from dumping, stressing that poultry is a national asset essential to both food security and economic development. This viewpoint underscored the need for a collaborative effort in preserving and growing the industry for the benefit of future generations.
A key focus of the Indaba was youth development, an area where Rainbow Chicken has made considerable strides. Through Epol, its animal feed division, the company provides support to farmers of all scales—from emerging smallholders to seasoned commercial players. With the backing of a national reseller network and a team of dedicated technical advisors, Epol offers high-quality feed solutions tailored to the unique needs of each farmer. More importantly, the company is investing in educational initiatives designed to break down barriers to entry for aspiring young farmers. One such initiative is the EPOL Experts video series, a free resource that guides viewers through the broiler farming process in an accessible, step-by-step manner. This commitment to education and empowerment reflects Rainbow’s broader mission to equip the next generation with the knowledge, tools, and mentorship needed to succeed.
Sustainability remains another cornerstone of Rainbow Chicken’s operations. In recent years, the company has achieved an 11% increase in production volumes while reducing feed usage by 1%, thereby lowering its grain footprint and enhancing efficiency. In a country where chicken is the most affordable and widely consumed source of animal protein, Rainbow recognises the responsibility it holds in ensuring food security. Stander reaffirmed this commitment, stating, “Our purpose is to nourish the nation—but this must be done responsibly.”
Ultimately, Rainbow Chicken continues to champion shared value by uplifting youth, supporting farmers, and fostering sustainable practices. The company remains steadfast in its pursuit of excellence, ensuring that it delivers quality chicken while contributing positively to the communities it serves and the broader agricultural landscape of South Africa.
