Lebohang Dhludhlu has built a strong market for the broiler chickens she produces on her farm. She advises other women in poultry to take marketing seriously to succeed in farming.
Image: Vukuzenzele
While many women in poultry farming are struggling to access markets to supply their chickens, Lebohang Dhludhlu has mastered network marketing for her business.
Having started as a part-time reseller of chickens, Dhludhlu decided to start her broiler chicken farming in 2020. Her business is located in Tjakastad, Mpumalanga,Dhludhlu, 32, is a qualified electrical engineer and runs her poultry business on the side. She has managed to create job opportunities for 64 women who sell her processed chickens.
Reflecting on her journey, Dhludhlu says she used to buy chickens from a local farmer and process them herself. She realised that there was a demand for chicken and decided to register her company, Nkanyezi Farming.
As her customers grew, she had difficulties with the supplier, which prompted her to pursue poultry farming. “While I was selling, I was not getting a fair share as my supplier would determine the price. I did not have enough space and expertise to grow my broilers. Having many customers motivated me because I knew if I grew my own chickens, it would be easy to sell them and open opportunities for others,” she says.
She was offered a lifeline in 2020 when the Mpumalanga department of agriculture released relief grants for farmers who were affected by the pandemic.
She received R50,000 and was able to purchase 700 chicks and feed.
Dhludhlu built her own broiler house on land she obtained from the local chief. She has more than 3,500 broilers, a staff of five people as well as a marketing network of 64 women to whom she delivers her processed and packaged chickens.
“Our model is to identify resellers. Even if they do not have money to start, we give them stock and they pay later. The model empowers other people while growing the business. I receive orders way in advance and I cannot meet the demand,” sheShe advises other women in poultry to take marketing seriously, especially on social media, which is cost-effective.
“Treat your customers professionally. Word of mouth is a very powerful tool. There is no point in growing beautiful chickens without a market,” Dhludhlu says.