Poultry International - January 2020 - 14

14 ❙ PoultryInternational

PEAL succeeds as
Rwanda's first integrated
poultry farm
A Rwandan startup poultry business, Poultry East Africa
Ltd., has achieved 65% market share within five years
and is now looking to extend its success beyond
the country's borders.
MARK CLEMENTS

I

magine starting a broiler farm from scratch, on
land where every hectare was owned by a different
family, and each family member had to agree to the
purchase before selling to you - not the easiest way to
start a business.
Now imagine achieving a 65% local market share
within five years of starting production. Again, not an
easy feat to achieve.
This is what has been achieved by Poultry East
Africa Ltd. (PEAL), since founder Singapore-based
Shumei Lam made the decision to start broiler production back in 2012.
Entering the broiler business to seeing the first
birds on the farm took 2 years, but was it worth it? 
For Lam, there were personal reasons for going
into business locally (located 45 minutes from
the Rwandan capital Kigali). Doing so was a way
of continuing the work of her late father, who was
one of the first major investors in the country and to
address the need for meat locally.
The 10-hectare, 50,000 bird capacity farm comprises
a 5-ton per hour feed mill, a hatchery, 4 curtain-walled
broiler houses and a processing plant with an 800-bird
an hour processing line and cold storage. The facilities
are hazard analysis and critical control points (HACCP)
certified and Halal certified; the company also owns

PEAL founder Shumei
Lam started the farm
to help increase
local supplies of
meat and help the
population. Mark Clements
three cold trucks and employs 100 people.
In addition to rearing birds on-site since 2016,
PEAL has also been working with 25 contract farmers,
supplying training, chicks, feed and veterinary attention as needed. It has proved to be a successful relationship and 60% of production is now contracted out.
Lam said, "Our farmers must be up to scratch,
and they must live on their farm." She continued that
the company is open to working with more smallscale producers, helping them to benefit from the
economic scale of being part of a larger group, as long
as they adhere to the PEAL's standards.
As part of the contract relationship, not only standards, but also production targets are set. If these are
exceeded, bonuses are awarded.

Market orientation
PEAL raises Ross 308 birds to 42 to 45 days and a
slaughter weight of 5.7-6.1 pounds. The company
www.WATTAgNet.com ❙ January 2020


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Poultry International - January 2020

Table of Contents for the Digital Edition of Poultry International - January 2020

Poultry International - January 2020
Contents
Editor’s Comment
WATTAgNet.com
ASF drives global poultry market in 2020
US could find $1 billion market in China
PEAL succeeds as Rwanda’s first integrated poultry farm
Rwanda plans significant increase in chicken, egg output
Indian poultry to gain from food sector modernization
European Reference Center for poultry in operation
Mediterranean poultry: Solutions for everyone in Córdoba
Egg associations key for sector’s sustainable growth
Gen Z moms will dig deeper for information on chicken
Feed additives that will succeed in 2020 and beyond
Poultry processing staff key to cost and loss control
Products
Marketplace
Advertisers’ Index
Poultry International - January 2020 - CT1
Poultry International - January 2020 - CT2
Poultry International - January 2020 - Poultry International - January 2020
Poultry International - January 2020 - Cover2
Poultry International - January 2020 - Contents
Poultry International - January 2020 - Editor’s Comment
Poultry International - January 2020 - 3
Poultry International - January 2020 - 4
Poultry International - January 2020 - WATTAgNet.com
Poultry International - January 2020 - ASF drives global poultry market in 2020
Poultry International - January 2020 - 7
Poultry International - January 2020 - 8
Poultry International - January 2020 - 9
Poultry International - January 2020 - US could find $1 billion market in China
Poultry International - January 2020 - 11
Poultry International - January 2020 - 12
Poultry International - January 2020 - 13
Poultry International - January 2020 - PEAL succeeds as Rwanda’s first integrated poultry farm
Poultry International - January 2020 - 15
Poultry International - January 2020 - 16
Poultry International - January 2020 - 17
Poultry International - January 2020 - Rwanda plans significant increase in chicken, egg output
Poultry International - January 2020 - 19
Poultry International - January 2020 - Indian poultry to gain from food sector modernization
Poultry International - January 2020 - 21
Poultry International - January 2020 - 22
Poultry International - January 2020 - 23
Poultry International - January 2020 - European Reference Center for poultry in operation
Poultry International - January 2020 - 25
Poultry International - January 2020 - Mediterranean poultry: Solutions for everyone in Córdoba
Poultry International - January 2020 - 27
Poultry International - January 2020 - 28
Poultry International - January 2020 - 29
Poultry International - January 2020 - Egg associations key for sector’s sustainable growth
Poultry International - January 2020 - 31
Poultry International - January 2020 - Gen Z moms will dig deeper for information on chicken
Poultry International - January 2020 - 33
Poultry International - January 2020 - Feed additives that will succeed in 2020 and beyond
Poultry International - January 2020 - 35
Poultry International - January 2020 - 36
Poultry International - January 2020 - 37
Poultry International - January 2020 - Poultry processing staff key to cost and loss control
Poultry International - January 2020 - 39
Poultry International - January 2020 - 40
Poultry International - January 2020 - 41
Poultry International - January 2020 - Products
Poultry International - January 2020 - 43
Poultry International - January 2020 - Advertisers’ Index
Poultry International - January 2020 - Cover3
Poultry International - January 2020 - Cover4
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