Brolier Marketing by Vijay Sardana

Broiler Marketing : How To Make More
Money In Brolier Business?
VIJAY SARDANA
PGDM (IIM-A), M.Sc. (Food Tech.) (CFTRI), B.Sc. (Dairy Tech.), Justice (Harvard),
PG Dipl. in Int'l Trade Laws & Alternate Dispute Resolution (ADR) (ILI), LL. B (in Progress)
Specialized in Food & Consumers Laws, IPR & Contract Laws
Agribusinesses Value Chains, Commodity Markets & Innovation Management

Why one should Consume Chicken?
 1. High in Protein : If you’re looking for a great source of lean, low fat protein, this bird is the
word. The protein in chicken lends itself to muscle growth and development, and help support a
healthy body weight and aid weight loss.
 2. Natural Anti-depressant : Chicken, like its brother fowl the turkey, is high in an amino acid
called tryptophan, which gives you that comforting feeling after consuming a big bowl of mom’s
chicken soup. In fact, if you’re feeling depressed, eating some poultry will increase the serotonin
levels in your brain, enhance your mood, blasting stress, and lulling you to sleep.
 3. Prevents Bone Loss : If you’re entering your senior years and you’re concerned about
Osteoporosis or arthritis, eating chicken will aid in your fight against bone loss thanks to the
protein punch it packs!
 4. Poultry for Heart Health : Homocysteine is an amino acid that can cause cardiovascular disease
if levels are high in the body. Fortunately for us, eating chicken breast suppresses and controls
homocysteine levels.
 5. Plenty of Phosphorus: Chicken is also rich in phosphorus, an essential mineral that supports
your teeth and bones, as well as kidney, liver, and central nervous system function.
Blog: Vijay Sardana Online

Why one should Consume Chicken?
 6. Source of Selenium: Chicken also abundant in selenium, an essential mineral involved in
metabolic performance—in other words thyroid, hormone, metabolism, and immune function.
 7. Metabolism Booster: Vitamin B6 (or B-complex vitamins) encourage enzymes and metabolic
cellular reactions (or a process known as Methylation), which means eating this bird will keep
blood vessels healthy, energy levels high, and metabolism burning calories so you can manage
a healthy weight and activity level.
 8. Rich in Niacin : Chicken also happens to be rich in niacin, one particular B-vitamin that
guards against cancer and other forms of genetic (DNA) damage.
 9. Promotes Eye Health : Chicken is high in retinol, alpha and beta-carotene, and lycopene, all
derived from vitamin A, and all vital for healthy eyesight.
 10. Essential for Healthy Tissue Growth: Many of us are plagued with chapped lips, cracked
mouths, tongue sores, or dry skin in winter. However, a boost in riboflavin (or Vitamin B2), found
in chicken livers, will drastically reduce your skin problems and repair dry or damaged skin.

Comparative Chart of Nutritional Value

Chicken as Food

Changes in Broiler Business

Chicken – Breeding and Marketing

Growth rate of Breeding Stock

Broiler Value Chain

Changing Consumer Behavior

Marketing of Chicken
• Whole Chicken (WOG) A
whole bird without giblets with
all parts, including the breast,
thighs, drumsticks, wings,
back and abdominal fat. ...
• Tenderloin. ...
• Thigh. ...
• Drumstick. ...
• Whole Wing. ...
• Breast Fillet. ...
• Tenders. ...
• Legs.

Chicken Cuts

Products in Market

Chicken Cuts in Market
 Whole Chicken
 Halves
 Breast Quarters
 Split Breast
 Split Breast without Back
 Boneless, Skinless Breast
 8-Piece Cut
 Whole Chicken Wing
 Wing Drummettes
 Wing Mid Section with Tip
 Wing Mid Section
 Whole Chicken Leg
 Boneless, Skinless Leg
 Thigh
 Boneless, Skinless Thigh
 Drumsticks
 Giblets

Prices of Farm Fresh Chicken Cuts in UK in 2017

Why we must explore
marketing option?
Products Price USD / lb.
Chicken Ham (Slices) $5.04
Chicken Ham (Whole) $4.87
Chicken Steak $4.80
Boneless Breast in Tray (skinless) $4.64
Chicken Patties $4.46
Ground Chicken in Tray $4.20
Chicken Breakfast Sausage $4.15
Ground Chicken in Bag $4.12
Wing in Tray $4.04
Wing in Bag $3.96
Boneless Breast in Tray $3.88
Boneless Breast in Bag $3.80
Smoked Chicken Sausage $3.58
Boneless Thigh in Bag $3.24
Drumstick in Tray $3.24
Variety Pack Chicken $3.16
Whole Breast in Bag $3.04
Special Seasoned Quarters $2.96
Breast in Tray $2.92
Breast in Bag $2.84
Thigh in Tray $2.84
Special Quarters $2.78
Thigh in Bag $2.76
Whole Cut in Tray $2.64
Whole Cut in Tray $2.64
Leg in Tray $2.60
Seasoned Leg in Bag $2.60
Special Chicken $2.56
Legs in Bag $2.52
Chicken Cuts in Tray $2.40
Quality Chicken $2.38
Chicken Cuts in Bag $2.32
Gizzard in Tray $2.20
Small Stewing Hen $1.78
Large Stewing Hen $1.78
Liver $1.68
Feet $1.20
Breast Bones $0.72
Neck and Back $0.72
Giblets $0.67

Weight of Chicken Cuts & Economics
Chicken Cuts Percentage Rate Price (in USD)
Breast (Skinless/Boneless 31% 2.84 0.88
Leg And Thigh (Skin On/Bone In) 24% 2.76 0.66
Wings (Skin On/Bone In) 7% 3.96 0.28
Useful Carcass (All Skin And Excess Fat Removed) 24% 2.78 0.97
Skin And Waste 14% 0.67 0.09
Total 100 - 2.88
Chicken Cuts in bag 2.32
Extra Margin 0.56 (24%)

Success factors - Attributes of Broiler Chicken

Important steps for Chicken Marketing
 Assured quality and food safety by feed your birds well
 Have your own abattoir to ensure hygiene and proper cuts
 Carry out marketing research
 Bypassing the middlemen
 Take your business online
 Become a supplier to Hotels and Restaurants
 Employ Marketers
 Advertise your products
 Try home delivery services
 Use Attractive Packaging

Open for Discussion

Cuts of Chicken

Brolier Marketing by Vijay Sardana

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