A Profile Of The South African Broiler Market Value Chain 2014
A PROFILE OF THE SOUTH AFRICAN BROILER MARKET VALUE CHAIN2014Directorate MarketingPrivate Bag X 15Arcadia0007Tel: 012 319 8455/6Fax: 012 319 8131Email: MogalaM@daff.gov.zawww.daff.gov.za1
TABLE OF CONTENTS1.DESCRIPTION OF THE INDUSTRY. . 31.1.1.2.1.3.1.4.2.PRODUCTION AREAS. . 3PRODUCTION TRENDS. . 4LOCAL CONSUMPTION. . 5EMPLOYMENT . 6MARKET STRUCTURE. 62.2.IMPORT – EXPORT ANALYSIS. . 92.2.1. Exports. 92.2.2. Share Analysis. . 192.2.3. Imports . 223.BROILER MEAT MARKET VALUE CHAIN . 274.MARKETING CHANNELS FOR BROILER MEAT. . 285.EMPOWERMENT STRATEGIES BY THE INDUSTRY AND GOVERNMENT. 296.BARRIERS TO PARTICIPATION BY THE EMERGING SECTOR. . 297.OPPORTUNITIES AND WEAKNESSES. 318.MARKET INTELLIGENCE . 328.1.8.2.9.EXPORT TARIFFS FOR BROILER MEAT. . 32IMPORT TARIFFS FOR BROILER MEAT. . 34PERFORMANCE ANALYSIS OF SOUTH AFRICAN POULTRY INDUSTRY IN 2013. 3610. ACKNOWLEDGEMENTS. 482
1.DESCRIPTION OF THE INDUSTRY.Broiler production, especially broiler meat production is the largest segment of South African agriculture by17.5% in 2013 which is 1.7% of the total gross value of agricultural products and 37,6% of all animalproducts in South Africa in Rand terms. It remains the major broiler producer in Southern Africa accountingfor 80% of total broiler production in the region. The farm income from broiler meat for 2013 was R31 520billion at farm gate level and R54.0 billion at a retail level (eggs and meat together). Broiler productiondominates the agricultural sector and it is the main supplier in protein diet than all other animal proteinscombined followed by beef. The growth had spill-over effects in the grain and chick industries. Broiler meataccounts for about 93.6% to the total poultry-meat production, with the rest made up of mature chickenslaughter (culls), small-scale and backyard broiler meat production and other specialized broiler meatproducts (geese, turkey, ducks and guinea fowl). Pure lines are imported at great-grandparent level.Currently 7.8 million parents are required to produce commercial progeny for the broiler meat industry from212 000 grandparents and 4 000 pure breed lines.The gross value of broiler meat is depended on the quantity produced and prices received by producers.The gross value moved at an increasing trend during the period under review. The average gross value ofproduction amounted to R18, 178, 525,000 per annum over ten years. The contribution to the gross valuecontinued increasing due to higher production and price. Figure 1 below shows the gross value of broilermeat production.Figure 1: Gross value of broilers slaughtered35 000 000Thousand Rands30 000 00025 000 00020 000 00015 000 00010 000 0005 000 00002003/04 2004/05 2005/06 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 2012/13YearsSource: Statistics and Economic Analysis, DAFF1.1.Production areas.3
Broiler meat is produced throughout South Africa with North West, Western & Northern Cape, Mpumalangaand KwaZulu–Natal Provinces being the largest producers accounting for approximately 85% of totalproduction. Figure 2 below shows the distribution of production during 2013.Figure 2: Distribution of broilers in South Africa during 2013Free-State6%Eastern Cape& Gauteng7%Limpopo2%North West26%KwaZulu-Natal16%Northern & WesternCape22%Mpumalanga21%Source: Statistics and Economic Analysis, DAFFDuring 2013 North West Province produced 26% of the entire broiler meat in South Africa followed byWestern & Northern Cape Province by 22%, Mpumalanga Province 21% and KwaZulu–Natal Province16%. Limpopo was the least producer, producing 2% of South African broiler meat.1.2.Production trends.The number of birds slaughtered has significantly increased by about 35% in 2013 compared to the year2004. This is mainly driven by the increasing demand which was pushed by slow economic growth wherebypeople opted for the affordable protein source. Figure 3 below shows the production trends from 2004 to2013.4
1 800 0001 600 0001 400 0001 200 0001 000 000800 000600 000400 000200 00001 200 0001 000 000800 000600 000400 000200 00002004200520062007200820092010201120122013Birds slaughtered (million)TonnesFigure 3: Broiler birds slaughtered and broiler meat productionYearsProd (Tons)Slaughterings (Million)Source: Statistics and economic analysis, DAFF and SAPAFigure 3 above shows that there was no growth in broiler production in 2013. Both broiler meat productionand birds slaughtered followed the same trend from 2004 to 2011 before the number of birds started todecrease while broiler meat continue to increase with 1.52 million tons of broiler meat produced and 947million birds slaughtered during 2013. There was an increase of 65% of broiler meat produced in 2013compared to the production in 2004. There was no growth in broiler production in 2013, with the industryhaving to cope with substantial production cost increases and depressed demand for product.1.3.Local consumption.Figure 4 below depicts local consumption of broiler meat comparing it to total production for each year todetermine if the country is self sufficient.5
TonsFigure 4: Broiler production and consumption2 000 0001 800 0001 600 0001 400 0001 200 0001 000 000800 000600 000400 000200 0000Period (Years)Production (ton)Consumption (tons)Source: SAPAFigure 4 indicate that South Africa consume more broiler meat than what is produce locally, therefore SouthAfrica became the net importer of broiler meat during the period under review, mainly to satisfy the localdemand. The gap continues to widen as rising living standards are pushing larger numbers of consumerstowards protein filled diets. The per capita of broiler meat consumed in South Africa has increased from23.30 kg per person in 2004 to 35.02 kg per person in 2013. Broiler meat has the highest per capitaconsumption than all other animal protein sources.1.4.EmploymentIt is estimated that broiler hatchery and rearing industries employ 14 471 people, the processing sectoremploys a total of 27 544 people, and the broiler distribution industries employ 6 069 people. The grandtotal of employment within the broiler industry is 48 084 employees.2.MARKET STRUCTUREThe domestic market consists of approximately 265 formal abattoirs. These abattoirs sell mainly to 5 mainretailers (Pick n Pay, Shoprite-Checkers, Spar, Woolworths and MassMart) and SMME’s in the retail sector.These retailers buy the largest share of domestic production. Figure 5 below shows the price movementsfrom 2004 to 2013.6
Figure 5: Annual producer prices1816Rands per 013YearsSource: SAPAThe average annual producer price for broiler was R15.46/kg in 2013, which was R0.48c higher than 2012.The decline in 2010 might be due oversupply of broiler meat responding to the FIFA world cup held inSouth Africa and the low economic growth. Generally the price of broiler meat increased significantly mainlydue to the increased input costs.Figure 6 below shows the market shares in the broiler meat industry. The broiler meat industry in SouthAfrica is dominated by 2 large producers, namely Rainbow Limited and Astral Foods. Together these 2companies produce 46% of the total broiler meat production. Rainbow produces approximately 235 millionbroilers per annum and Astral Food produces about 220 million broilers per annum. Country Bird is the thirdlargest broiler producer, produces 68 million broilers per year. The other 4 medium-sized producers(Tydstroom, Daybreak, Fouries Poultry Farms and Rocklands) produce more than 50 million broilers peryear and collectively they supply 22% of the market. These top 7 companies supply about 75% of totalSouth African broiler meat and 25% is supplied by hundreds smallholder producers.7
Figure 6: Major producers in the broiler troom6%Rocklands5%Astral22%Country Bird7%Source: USDA Foreign Agricultural ServiceTable 1: Total production, number of birds slaughtered, consumption, exports and 013Production‘000 TonsBroilers slaughteredMillion BirdsConsumption Exports Imports(Million 1,899153911529947,421Source: Statistics and Economic Analysis, DAFF, SAPA and Quantec EasyData.Table 1 above shows that South Africa does not produce enough broilers to satisfy the domestic demandand therefore, the shortfall is imported after exporting smaller quantities. The imported amount of broilermeat exceeded the demand due to the dumping of certain parts of broiler meat from Brazil and UnitedStates of America. South Africa imposed anti-dumping duties to USA and increased the general tariff on all8
imported broiler meat to minimize imports from Brazil as this dumping was posing a threat to localproducers.2.2.Import – Export analysis.Figure 7 compares quantities of imports and exports of broiler meat from 2004 to 2013.Figure 7: Broiler meat export and imports quantities450Million 00820092010201120122013YearsExportsImportsSource: Quantec EasyDataFigure 7 indicates that from 2004 to 2013 South African broiler meat exports were far less than the imports.South Africa is therefore a net importer of broiler meat. This is annual phenomenon and the situation mighthave been exaggerated by the alleged dumping of certain pieces of chicken from Brazil.2.2.1. Exports.The broiler meat industry is also an earner of foreign exchange through the export of broiler meat. SouthAfrica experienced an increase of 106% of exports quantity and an increase of 95% in exports value in2013 as compared to 2012. Figure 8 below indicates the export of broiler meat from 2004 to 2013.9
Figure 8: Broiler meat exports2030025016142001210150810064Million RandsMillion 122013YearsQuantityValueSource: Quantec EasyDataBroiler meat exports quantity and value followed the same trend throughout the decade. It has been moreprofitable to export broiler meat during the period under review because fewer quantities were exportedwith more values. Broiler meat exports reached its lowest level from 2005 to 2008 due to increaseddomestic demand. The broiler meat exports drastically increased in 2009 and started decreasing slightly in2010 to 2012 before increasing again in 2013. Although there is a decreasing trend during the last threeyears of the decade exports are still higher than at the beginning of the decade.Figure 9 below shows the main export market of South Africa’s broiler meat from 2003 to 2012.10
KilogramsFigure 9: Broiler meat export to SADC18 000 00016 000 00014 000 00012 000 00010 000 0008 000 0006 000 0004 000 0002 000 chellesZimbabweSource: Quantec EasyDataFigure 9 above indicates that from SADC countries, Mozambique and Zimbabwe has been competing fordominance throughout the decade. Mozambique commanded the highest exports of South African broilermeat during the periods 2004 - 2008 and during 2011 - 2013 while Zimbabwe was the highest commanderof broiler meat from South Africa during 2009 and 2010. Even though Mozambique commanded the highestSouth African broiler meat exports for several years, Zimbabwe commanded the highest exports quantitiesthan exports to Mozambique during the past decade. Zimbabwe commanded a total of 36 million kilogramsfollowed at a distance by Mozambique by 31 million kilograms.KilogramsFigure 10: Broiler meat exports to Middle, Eastern and WesternAfrica180 000160 000140 000120 000100 00080 00060 00040 00020 ongoEthiopiaGhanaKenya11NigeriaSaint HelenaUganda
Source: Quantec EasyDataIt is clearly indicated from figure 10 above that Saint Helena, Nigeria and Ghana competed for the greatestshare of South African broiler meat exports. Nigeria commanded the greatest shares from 2004 to 2006and Ghana commanded the highest broiler meat exports during 2008 to 2012. Saint Helena commandedthe second highest export shares of broiler meat from South Africa in 2003, 2006, 2008 to 2012 and wasthe highest in 2007 and 2013.Figure 11 below shows the main export destinations of South Africa’s broiler meat in 2013. Most of SouthAfrican broiler meat is exported to Mozambique which obtained 62% of South African broiler meat followedby Zimbabwe by 16%. Angola, Zambia, Democratic Republic of Congo and Malawi received shares of2%,2% and 3% respectively of South African broiler meat exports during 2013. It is noted that SouthAfrican broiler meat is exported mostly to SADC countries.Figure 11: Broiler meat destinations in 2013Angola DRCMalawi2%2%3%Not elena0%Source: Quantec EasyDataValues of broiler meat exports from various provinces of South Africa are presented in Figure 12.12
Thousand RandsFigure 12: Values of broilrer meat from Provinces120 000100 00080 00060 00040 00020 n Cape10 5716 84511 59712 69517 40571 39147 09613 96210 90916 627Eastern Cape9305900009843Free State0000709111 09858 87802 24517 29028 7722 6852 0545 1839 9702 73820 04024 35815 37915 9430129305232191683792102 1372 19716 37811 54610 55011 28821 60641 402101 68063 30830 35150 2232267733 2503880711 50930 12446 48247 902109 833000323502 13814 4783 72900Kwazulu-NatalNorth WestGautengMpumalangaLimpopoSource: Quantec EasyDataBroiler meat exports originate mainly from the Gauteng, Western Cape, Mpumalanga, Free State andKwaZulu-Natal Provinces. Gauteng Province has recorded the greatest values in broiler meat exportsduring the period under review with the highest values in 2003, 2005, 2008, 2010 and 2011. This is due tothe fact that this province is the main exit point of exports. Western Cape is the second greatest exporter; itrecorded its high values during 2006 to 2007 followed by Mpumalanga Province which recorded highexports values in 2012 and 2013. Intermittent exports were recorded from Eastern Cape, Free State, NorthWest and Limpopo Provinces.The following figures (Figures 13 - 20) show the values of broiler meat exports from the various districts inthe nine provinces of South Africa.The greatest shares of broiler meat exports value in the Western Cape Province originates mainly from Cityof Cape Town Metropolitan municipality (see Figure 13). Minimal intermittent export values were recordedin West Coast, Cape Winelands and Eden district municipalities. West Coast district municipality recordedsome exports during 2006 and 2007; Cape Winelands district municipality recorded in 2009, 2010 and2012; whereas Eden recorded some during 2004 and 2008 only.13
Figure 13: Values of broiler meat export from Western CapeprovinceThousand Rands80 00070 00060 00050 00040 00030 00020 00010 000020042005200620072008200920102011201220135 6256 8459 57810 48417 03070 79346 86113 96210 18916 627West Coast002 0202 210000000Cape Winelands00000598235072004 94600037500000City of Cape TownEdenSource: Quantec EasyDataBroiler meat exports in Eastern Cape Province were from Cacadu district and Nelson Mandela districtmunicipalities (see Figure 14). Both municipalities in the Eastern Cape Province recorded irregular exportsof broiler meat. Cacadu recorded exports during the first year of the analysis and Nelson Mandela districtmunicipality recorded export values in 2006 - 2007, 2009 - 2010, 2012 and 2013.Figure 14: Values of brouiler meat exports from Eastern Capeprovince900 000800 000700 000Rands600 000500 000400 000300 000200 000100 0000CacaduNelson Mandela2004200592 8670002006200720080004 9558 7930Source: Quantec EasyData1420092010201120122013000004707708 674842 721
In Free State Province, broiler meat exports were mainly from Motheo district municipalities (see Figure15). Motheo district municipality recorded exports values of broiler meat from 2008 to 2010, 2012 and in2013. Xhariep district municipality recorded exports in 2012 and 2013.Figure 15: Values of broiler meat exports from Free Stateprovince120 000Thousand Rands100 00080 00060 00040 00020 00920102011201220130008262 224111 09858 87801 41915 066Source: Quantec EasyDataIn the KwaZulu–Natal Province, exports of broiler meat was mainly from eThekwini district municipality (seeFigure 16). This municipality commanded the greatest value of R 120 million during the past decade.Intermittent export values of broiler meat were recorded from Ugu district municipality (2004);Umgugundlovu district municipality (2007; 2010-2013); Uthukela district municipality (2013); Umzinyathidistrict municipality (2004-2005) and Uthungulu district municipality (2004) diminished during the otheryears.15
Figure 16: Values of broiler exports from Kwa-Zulu Natalprovince30 000 000Rands25 000 00020 000 00015 000 00010 000 0005 000 000000Umgungundlovu000896 885005 62729 44254 6821 026 390Uthukela0000000003 324 5830000000000000000UguUmzinyathi696 828 1 216 494Uthungulu1 332eThekwini028 073 71 1 468 181 2 053 927 4 285 933 9 969 569 2 737 951 20 034 20 24 328 66 15 324 61 11 591 83Source: Quantec EasyDataSouthern district municipality in North West Province dominated the export market and commanded thehighest export values during 2005 - 2008 and from 2010 – 2012 (see Figure 17). Bojanala districtmunicipality exported broiler meat in 2006, 2009, 2012 and 2013. There were no regular exports recordedin the North West Province.Thousand RandsFigure 17: Values of broiler meat exports from North Westprovince2 0001 8001 6001 4001 2001 122013Bojanala0050068003381 664Southern012930123219103792101 799533Source: Quantec EasyDataIn Gauteng province, broiler meat exports arose mainly from City of Johannesburg, Ekurhuleni and City ofTshwane district municipalities (see Figure 18). City of Johannesburg dominated the export market of16
broiler meat in Gauteng province and commanded an export value of R265 million for the past ten years. Itcommanded the greatest values from 2004 to 2013. Irregular exports were recorded from Sedibeng,Metsweding and west Rand district municipalities.Thousand RandsFigure 18: Values of broiler meat exports from Gautengprovince100 00090 00080 00070 00060 00050 00040 00030 00020 00010 000020042005200620072008200920102011201220131 9201 6461 835000230119195369Metsweding000002 53703610West Rand010812711711 4431 6301 5904 970SedibengEkurhuleni3 1749656213 0507731 9823 8096 2211 73716 644City of Johannesburg10 6618 3826 9917 92919 11534 96791 02936 52524 25025 6586235422903021 7171 7455 17018 7772 5782 582City of TshwaneSource: Quantec EasyDataFrom Mpumalanga Province, Ehlanzeni district municipality was the greatest commander of broiler meatexport values (see Figure 19). Ehlanzeni district municipality increased exponentially from 2009 to 2013.Gert Sibande and Nkangala district municipalities recorded fractional exports. Gert Sibande districtmunicipality recorded exports of broiler meat during 2009, 2011 and 2012 while Nkangala districtmunicipality exported in 2010 and 2013.17
Figure 19: Values of broiler meat exports from MpumalangaprovinceThousand Kilograms120 000100 00080 00060 00040 00020 00002004200520062007200820092010201120122013Gert 2267733 2503880711 21130 12346 47547 664109 560Source: Quantec EasyDataFigure 20 indicates that Limpopo Province experienced intermittent exports of broiler meat during theperiod under analysis. Mopani district municipality recorded exports during 2007; Vhembe recorded during2008 and 2010-2011 and Capricorn district municipality recorded during 2009 to 2011. There was noexports record from Limpopo province during 2006, 2012 and 2013.Figure 20: Values of broiler meat exports from Limpopoprovince14 000Thousand Rands12 00010 0008 0006 0004 0002 00Vhembe005001 6331 42800Capricorn0002 13812 8452 30100Source: Quantec EasyData18
2.2.2. Share Analysis.The shares of provinces to the total export values for South African exports of broilers during the past tenyears are presented in Table 2.Table 2: Share of Provincial broiler meat exports to the total RSA broiler meat exports (%)YearsProvinceWestern CapeEastern CapeNorthern CapeFree StateKwazulu-NatalNorth 0100Source: Calculated from Quantec EasyDataFrom Table 2 above, Gauteng Province commanded the greatest share of South African broiler meatexports in 2013 followed by North West. This is mainly due to the fact that most exporters of broiler meatare situated in Gauteng provinces and also that it is an exit point for exports. North West province was aregular exporter while Northern Cape, Western Cape, Free State and Limpopo provinces also exportedsizeable proportions in 2013.The accompanying Tables 3 to 11 shows shares of the various districts broiler meat exports to the variousprovincial broiler meat exports.Table 3: Share of district broiler meat exports to the total Western Cape provincial broiler meatexports (%)YearsDistrictCity of CapeTownWest CoastCape 100000100100100100100100100100100100Source: Calculated from Quantec EasyDataCity of Cape Town metropolitan municipality has commanded the greatest share of broiler meat exports inWestern Cape Province during the period between 2004 and 2013. During the same period, Eden districtmunicipality commanded the second highest level although it registered fractional exports, followed at aclose range by West Coast district municipality. West Coast, Cape Winelands and Overberg districtmunicipalities also recorded intermittent exports of broiler meat.Table 4: Share of district broiler meat exports to the total Eastern Cape provincial broiler meatexports (%)19
YearsDistrictCacaduNelson MandelaTotal200420051000001000Source: Calculated from Quantec 201101001002012000201301001000100100From Eastern Cape Province, the export shares of broiler meat fluctuated among Nelson Mandelametropolitan and Cacadu district municipalities. During the past ten years Nelson Mandela metropolitanmunicipality commanded the greatest shares of broiler meat exports followed by Cacadu districtmunicipality. There were no exports recorded during the periods 2005, 2008 and 2011.Table 5: Share of district broiler meat exports to the total Northern Cape provincial broiler meatexports (%)YearsDistrictPixley ka 000000000000201300Source: Calculated from Quantec EasyDataNorthern Cape Province recorded no exports of broiler meat in 2013.Table 6: Share of district broiler meat exports to the total Free State provincial broiler meat 00Total00Source: Calculated from Quantec 001000002012201336.8063.2010012.8687.14100From Free State Province exports of broiler meat occurred from Motheo and Xhariep district municipalitiesin 2008 to 2010, 2012 and 2013.Table 7: Share of district broiler meat exports to the total KwaZulu–Natal provincial broiler meatexports 00100100100Source: Calculated from Quantec 0100100100100
From KwaZulu-Natal Province, eThekwini district municipality has commanded the greatest share of broilermeat exports throughout the period under analysis. Fractional exports of broiler meat were recorded inUgu, Umgugundlovu, Uthukela, Umzinyathi and Uthungulu district municipalities.Table 8: Share of district broiler meat exports to the total North West provincial broiler meat 0520062007001.53010098.470100100Source: Calculated from Quantec n district municipality has commanded the greatest share of broiler meat exports in North WestProvince during the past decade. Bojanala district municipality recorded the highest exports of broiler meatduring 2009.Table 9: Share of district broiler meat exports to the total Gauteng provincial broiler meat exports(%)YearsDistrictSedibengMetswedingWest RandEkurhuleniCity ofJohannesburgCity 00Source: Calculated from Quantec EasyDataIn Gauteng Province, City of Johannesburg metropolitan municipality commanded the greatest share ofbroiler meat exports followed by Ekurhuleni and City of Tshwane district municipalities. Intermittent exportsof broiler meat were recorded in Sedibeng, Metsweding and West Rand district municipalities.Table 10: Share of district broiler meat exports to total Mpumalanga provincial broiler meat exports(%)YearsDistrictGert 100100100100100100100Source: Calculated from Quantec EasyDataEhlanzeni district in Mpumalanga Province commanded 100% share of all broiler meat exports during theperiods 2004-2008 and 2010. This makes Ehlanzeni district municipality to be the main exporter of broiler21
meat in Mpumalanga Province. Gert Sibande and Nkangala district municipalities experienced fractionalexports during the period under review.Table 11: Share of district broiler meat exports to the total Limpopo provincial broiler meat 0042005200600000000Source: Calculated from Quantec 00201101189100201203862100201300000000From Limpopo Province, exports of broiler meat were irregular during the period under analysis. Therewere no records of broiler meat exports during the period 2004 to 2006 and in 2012. Mopani recordedexports of broiler meat during 2007; Vhembe recorded its exports during 2008 and 2010 to 2011 thenCapricorn district municipality in 2008 to 2011.2.2.3. ImportsSouth Africa imported approximately 403 million kilograms of broiler meat in 2012 at an estimated value ofR 3.5 million. The imports quantity and value showed significant increases of 163% and 539% respectivelycompared to 2003. This drastic increase might have caused by the alleged dumping of certain pieces ofbroiler meat from Brazil and Unites States. The decline in 2008 might have been caused by globaleconomic meltdown that occurred from August 2008.Figure 21 below show the imports of broiler meat from 2004 to 2013.4504003503002502001501005004 5004 0003 5003 0002 5002 0001 5001 tyValueSource: Quantec EasyData2220122013Million RandsMillion KilogramsFigure 21: Broiler meat imports
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The average annual producer price for broiler was R15.46/kg in 2013, which was R0.48c higher than 2012. The decline in 2010 might be due oversupply of broiler meat responding to the FIFA world cup held in South Africa and the low economic growth. Generally the price of broiler meat increased significantly mainly due to the increased input costs.
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