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| MARKETING OF COMMERCIAL POULTRY MEAT AND MEAT PRODUCTS
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Broiler Production
- Calendar year 2017 broiler production is projected at 4.5 million tons, up by approximately seven percent from last year on rising domestic demand for poultry meat.
- The growth in the broiler segment is expected to remain strong due to consumer preference for chicken meat, increasing income levels, and changing food habits.
- The live market sales of broiler meat still constitute more than 90 percent of total sales volume as most consumers prefer freshly slaughtered chicken meat; the processed chicken meat segment comprises only seven to ten percent of total production according to industry sources.
- More than 80 percent of India’s chicken output is produced by organized commercial farms.
- Major poultry companies have vertically integrated operations which comprise approximately 60-70 percent of the total chicken production. These major companies, also called integrators, own hatcheries, feed mills, and slaughter facilities and may also provide credit, extension services, and veterinary medicine. Integrators contract with multiple smaller farmers who raise the chicks to slaughter weight primarily in open air sheds. The live birds are then either purchased by the integrators for slaughter and further processing or by a wholesaler who distributes them via live markets. Broiler production is mainly concentrated in the states of Tamil Nadu, Andhra Pradesh, Maharashtra, Uttar Pradesh, and Telangana.
Marketing of broilers
The broilers attain the marketable age at 28 days mostly. The broilers should however be reared upto 35 days without much expenditure and also by reducing their feed intake.
Knowing the behavior of buyer
In areas where there are majority of meat eaters, there the marketing of meat do not pose any difficulty. Mostly in Jammu region the people had adopted non-vegetarianism due to intermingling of the social flora. So marketing in Jammu region can be done by the following ways;
Channels of marketing in broiler birds
- Door to door selling of the birds by individuals.
- Clubbing the production at a single place and selling them in the shops in market associated with selling of meat or selling them on their own by a group of people by clubbing the production.
- Establishing a meat collection unit at block level and then sending the consignment to the industries related to manufacturing of meat products on a large scale.
However it is advisable for the marginal farmers that they should sell their production on the shops where the meat is sold for economizing the enterprise and also for saving time and resources.
Local consumption of meat
The farmers can also opt for selling their birds in their locality for local consumption if the masses around them are meat eaters.
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A View of Delhi’s Chicken Market
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Farmer carrying broilers on bicycle |
Sale of broilers at a particular place by a group of farmers
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Developed by :
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Dr.Rahulpreet Singh
( M.V.Sc Scholar ) |
Dr. Pranav Kumar
(Assistant Professor)
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Dr. Amandeep Singh
(M.V.Sc Scholar, IVRI ) |
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| Division of Veterinary and Animal Husbandry Extension Education Faculty of Veterinary Sciences and Animal Husbandry, R.S. Pura, SKUAST Jammu |
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