When Frans Matlakala started Elite Poultry in Limpopo, it was his next best option after losing his job in retail. In the beginning, the business operated on a small scale, processing around 100 chickens per week and selling mainly to individual households. The work was tough and the profits were small, but this poultry farmer believed in the business’s potential.
Today, with four chicken houses – each holding 300 birds – Elite Poultry (Pty) Ltd produces between 400 and 500 birds weekly and employs two permanent staff members.
After Matlakala lost his job at a retail company in 2020, his farming journey began. “I always loved poultry, learning from my grandmother, I knew it was the right time for me to start my own.”
With no prior experience, he officially started his poultry business in April 2022. “We used to buy and sell chickens in small numbers, just 20 at a time, for almost four months,” he explains.
By May 2022, he took a bold step forward, receiving his first batch of day-old chicks. He repurposed an abandoned chicken house at his home near Polokwane, using cages to accommodate them. This marked the beginning of a more structured operation.
That vision of growth and quality led to the birth of Elite Poultry (Pty) Ltd – a name, he says, that reflects their commitment to excellence.
“The name simply means ‘best among the best’, superior value, because we saw that our products were good quality and uniquely packaged.” Despite starting as a backyard operation, they were determined to produce the best poultry products.
Support gives him wings
In the beginning, Elite Poultry’s operations were entirely manual, including the de-feathering process.
“We were using our hands to de-feather chickens and we also did not have packaging, but we tried to cope,” he says.
Elite Poultry supplies both live and dressed chickens, serving a diverse customer base including resellers, households, schools, event organisers, and stock sales. With their growing operations, the company has also acquired land currently under development to further enhance its production scale.
As far as Matlakala is concerned, his growth wouldn’t have been possible without the guidance of his mentor, English Tsoma, whose support he remains deeply grateful for.
“I will never forget him as he is the reason I am here today,” he says. The poultry farmer says his wife and business partner, Dikeledi Manolo, has also been a pillar of strength, playing an instrumental role in supporting and directing the business.
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Backing up hard work with education
But beyond mentorship and family support, Matlakala’s own educational background and work experience have played a crucial role in the structured management and growth of Elite Poultry.
He holds a national diploma in management from Tshwane University of Technology, along with an NQF level 4 entrepreneur certificate, a level 1 pest control certificate from Midrand College, and an NQF level 4 farm and operational budget certificate from Polokwane Municipality.
Adding to his qualifications, Matlakala brings five years of managerial experience and strong marketing skills – assets that have been vital in shaping the company’s operations and growth.
Standing firm against challenges
However, success did not come without its challenges. Like many poultry farmers, Elite Poultry has faced significant hurdles, particularly disease outbreaks and high mortality rates.
“Yes, we face huge challenges in poultry farming like disease outbreaks and high mortality, but we never looked down. We stood firm and proceeded, seeking guidance from those who were in the field and also using the internet for research,” he shares.
To further support their growth, Matlakala’s team also participates in training offered by industry stakeholders every three months, which has helped them stay resilient and adapt to the changing demands of the industry.
As a seasoned farmer, Matlakala has valuable advice for aspiring farmers. He stresses the importance of understanding the farming environment before taking the plunge.
“Know what you need, don’t just do things because someone else does. Do it with love, and farming needs patience,” he advises.
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