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Promoting Locally Produced Chicken in GhanaImproved Value Chain Efficiency and Market Access
Ghana Poultry Project(GPP)
1960s
1970s
1990s
2000
2010
Ghana had a vibrant poultry industry in the 1960s largely due to
government’s promotion and support to commercial poultry in
Ghana
• In the 1970’s – removal of customs duty on poultry inputs making
the industry very competitive
• Created employment for thousands of Ghanaians along the poultry value chain
• Produced 80% of the total poultry requirement of Ghana and even exported to some
countries in the sub-region with meat and Day- old- Chicks (D.O.Cs)
The industry however experienced a steep
decline in the early 90s due to trade liberalization
By 2000 most commercial poultry farms had collapsed or were
producing way below capacity
2010 broiler production dropped from 80% in
2000 to > 10%
2000
2010
History of Ghana’s Poultry industry
Feed sector: High production costs• Feed Production Costs (GHC per ton of feed)
• What makes feed production so expensive?
• Costs driven by: Maize, followed by soybean and fishmeal
• Input costs are 7 times the cost of labour and 4-5 times cost of utilities and transport
37%
2%
20%
25%
1%
1%14%
Maize Wheat bran Soybean
Fishmeal Oyster shells Salt and other additives
Non-Feed Inputs
Source: Ghana Strategy Support Program, IFPRI
WEAKNESSES• High Production Cost• Poor Management Practices• High Cost of Implementing Standard such as HACCP• Poor linkages among actors• Poor Branding & Promotions• High Price of Local chicken vis-à-vis imported ones• Inability of producers to meet consumers preference
STRENGTHS
• Tastier• Healthier• Preferred by the market
OPPORTUNITIES
• High Demand for Local Bird• Consumer willing to pay up to GHS3 more for per
kilo of Local Chicken• 76% prefer locally produced chicken
THREATS
• Influx of imported chicken• Energy and other logistics• Inefficient Value Chain System• Unfair Competition
SWOT ANALYSIS
EFFICIENCY IN BROILER OPERATIONS
Inputs – Feed, DOCs, Vaccines
Production Efficiency and Outgrowers
Processing
Marketing
EFFICIENT BROILER OPERATION
TrainingAnimal Husbandry
Record KeepingContracting
Smallholder Farmers
End Market
Inputs And Extension
Services
Contract Agreements
Re
ady
Mar
ket
IncomeAvailable Poultry Houses
And Labor
Meat Processor
Food Safety and Certification
Broiler Outgrower Schemes Promote Efficiency
Efficiency Model
Promoting Consumption of
Locally Produced Chicken
Media
• Live Presenter Mentions (LPMs)
• Radio jingles and adverts
• Social media handles
• Website • SMS blasts
Activations
• Street Activations
• Activations during national events
• Activations in 6 regional capitals
• Community activations
• Food bazaars
Messaging emphasized product strengths
• taste, freshness, health• awareness of availability
200,000 people Reached
50,000 People Reached
• 300% Demand Increase• Repeat buys to regular
consumers
Outcomes
• Adoption by poultry sector women groups
• Adoption by processing and marketing firms
• Local chicken brand awareness and recognition
• Increased sales and smallholder production through outgrowerschemes.
The digital campaign included website creation, and creation of social media handles. The mass media engagement and activation reached 200,000.
• Community engagements• Street Activation• Food Bazaar• National Events, Farmers day,
Independence day etc.
We envision a world in which people are
empowered to succeed in the global economy.
