Agricultural marketing is a critical component for the success of any farming business, and poultry farming is no exception. Whether targeting informal markets or scaling into formal supply chains, having a well-structured marketing approach can significantly impact profitability.
Poultry farmer and agribusiness management specialist, Kamogelo Thobejane, runs a thriving poultry business in Limpopo. Leveraging his degree in agricultural management and marketing expertise, he shares practical insights on marketing strategies, pricing, branding, and financial management.
Marketing plays a crucial role in increasing sales and brand awareness, Thobejane emphasises. It helps farmers establish credibility, build trust, and stay competitive in a changing industry. One of the most effective marketing tools is customer satisfaction, as it naturally promotes the business through word-of-mouth.
“One thing I’ve learned is that having happy customers is a good marketing strategy.”
Kamogelo Thobejane
Identifying the right poultry market
Identifying suitable markets is critical for sustainable business growth. Farmers should consider factors such as demand, pricing structures, and customer preferences.
Poultry farmers have the following options:
- Selling live birds (for home slaughter or rituals)
- Supplying processed chickens (whole, portioned, or frozen)
- Trading in value-added products (such as eggs or marinated poultry)
Thobejane explains that farmers often navigate both formal and informal markets, each requiring different approaches.
“Pricing strategy varies. Formal markets buy in bulk, sometimes more than 10 000 chickens at a time. Informal buyers purchase smaller quantities, often one to ten at a time. Your pricing needs to work for both markets.”
Formal markets such as supermarkets, restaurants, and wholesalers offer bulk sales opportunities, often at stable prices. However, these markets may require strict quality standards and certifications. Informal markets, including direct sales to individual customers and local vendors, offer flexibility and direct engagement but may require more effort in marketing and distribution.
Setting the right price for poultry products ensures profitability while staying competitive. Pricing should be based on production costs, market trends, and customer preferences.
“I differentiate my products. I sell chickens with and without insides, live chickens, and those at different growth stages. Formal markets usually buy chickens at four weeks, which costs the farmer less than six- or eight-week-old chickens,” says Thobejane.
Offering different poultry products at various price points allows farmers to cater to diverse customer needs and maximise revenue.
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Building a strong brand
Branding is vital for poultry farmers who want to stand out. A strong brand helps attract customers, business partners, and suppliers.
A well-branded poultry business with clear packaging, a professional logo, and consistent messaging helps build trust and long-term customer loyalty.
“Branding increases recognition. When you brand your product, people remember you,” Thobejane says.
Social media is a powerful tool for poultry farmers to market their business and cement their brand with minimal costs. Platforms like Facebook, Instagram, and TikTok allow farmers to showcase their poultry products, engage with customers, and increase sales.
“In this generation, we rely on social media. The more you post about your products, the more customers you attract. Some will share your posts, others will message you for orders,” he says.
Managing payments and finances
Financial management is crucial for the sustainability of a poultry business. One of the biggest challenges and mistakes made in informal markets is credit sales, which can disrupt cash flow.
“In informal markets, do not allow credit. Credit can result in delayed payments or non-payment. My policy is simple: you pay, you get your chickens,” Thobejane advises.
Another financial aspect farmers should avoid is mixing personal and business finances. Opening a dedicated business account and maintaining clear financial records are essential steps for long-term success in poultry farming. To maintain financial stability, poultry farmers should implement strict payment policies, separate business and personal finances, and keep detailed records of sales and expenses.
Staying updated on poultry market trends
Market trends and consumer preferences change over time, and staying informed helps poultry farmers make better business decisions. “To stay competitive, I engage with other farmers, attend events, and follow agricultural news on radio and TV,” Thobejane says.
Joining farmer associations, participating in agricultural events, and staying active in online farming communities can provide valuable market insights, he advises.
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