Since 1993, Women for Women International (WfWI) has served more than 153,000 women in nine countries, benefiting more than 742,000 family members, and distributing more than $42 million in direct aid and micro-credit loans.
WfWI has developed a grassroots program committed to helping women become economically sustainable, lead change in their communities, and begin to build a prosperous and stable future for their countries.
CONSULTANT – POULTRY MARKETING INITIATIVE
TRACKING CODE: 72-195
JOB DESCRIPTION
SCOPE OF WORK
Poultry Marketing Initiative Business Development
Women for Women International in Nigeria
I. BACKGROUND
The Country Office of Women for Women International in Nigeria (WfW-N) currently works with over 70 groups of women in poultry production where the poultry industry is
a growing sector in the country’s economy, and women have an active role in poultry production throughout the country. They raise, slaughter, process, prepare, and
sell poultry meats.
Past projects have focused primarily on production of broilers and layers. Currently, there is potential for a poultry processing component. One group has tested
farm gate processing to market fresh poultry in the state of Enugu. This generated quick success as the group experienced an increase in demand for their processed
poultry. Individual consumers would travel one-hour to just purchase the group’s product. Based on this initial success, other graduate groups began to follow their
model.
II. THE POULTRY MARKETING INITIATIVE – PMI
The Poultry Marketing Initiative (PMI) is based on the current production practices of WfW-N groups, current market behavior, and supply & demand. Poultry production
is an activity that most women are engaged in at the family farm level, and over 70 groups of women are engaged in small-scale production and are attempting to enter
the micro-commercial market with a value-added product.
The local market is absorbing the current production of live birds, and demand in the area is high with high imports of frozen poultry from the European Union, United
States, and Israel. There are also large-scale production & processing operations in Enugu state, but consumers favor locally produced fresh birds because the meat is
used mostly in soups and stews which require longer cooking times.
In meetings with managers of local eateries, a preference for the freshest product possible was strong. Each potential customer noted that the commercial suppliers
cannot fill their demand for fresh poultry meat. If the women’s groups were to scale-up to a similar production level, they too would have to adopt these practices to
stay competitive, but using less technically advanced processing methods seems a better course– it is lower cost and delivers the fresh product consumers prefer.
This market segment is a relatively narrow segment of the market, but this segment’s preference plays into PMI’s strengths– the hand processing the women are capable
of is just what these consumers want.
The women’s groups also have the potential to produce and deliver poultry to the local market at lower prices than their competitors in other regions of the country,
though it is not clear that reducing prices is needed.
III. THE BUSINESS GOAL
This assignment focuses on business development at two cooperatives (Umualor & Mmaku) which will operate as independent and self-reliant businesses without support
from WfWI.
There are 875 women in training to form two ‘pre-cooperative’ businesses. They are receiving training in Life Skills, business, job skills, and cooperative practices.
As the project continues, it is expected that some women will drop out– maybe 500 will remain. It is our goal to help them maintain the two cooperative businesses
and manage all phases of the business themselves.
IV. CURRENT MARKET INFORMATION
PMI has a product line that targets a market niche that few other operations work in– local, fresh chicken meat. The product markets are: whole birds and entrails
sold to hotels and some restaurants, whole birds sold to local people, and dressed birds sold to hotels, restaurants, cafes, and some households. The two cooperatives
will produce broilers and process this production using their on-site facilities.
There is high demand for poultry products in the Enugu area in the expanding fast food and hospitality industries. There is potential growth in US and European-style
grocery stores that sell packaged poultry products. This demand is estimated at over 1000kg a week from customers expecting two deliveries per week. The current
wholesale price is about N600 ($4) per kg of product with retail outlets selling dressed products for N750 ($5) per kg. These customers require products delivered
frozen or ‘fresh cooled’ in a timely manner.
Demand is high in neighboring states as well, but transportation will be a serious constraint.
The main constraint, however, is the capacity of the women involved. WfWI participants are the most socially excluded; they lack education, business skills & acumen,
and influence in the community and markets.
V. PRICING
From the information gathered to date, it appears that bulk sales are negotiable with a benchmark price of N600 ($4) per kg of product excluding offal or innards. PMI
currently expects to sell at N580 per kg and sell off-cuts such as gizzards, necks, hearts, livers, kidneys, and the drum sticks separately. Completion of this
assignment requires a thorough review of the pricing strategy.
VI. LONGER TERM
PMI’s success can foster to the emergence of small business opportunities among other WfW-N graduates. Demand is very high, and new business opportunities can emerge
where women might prepare and spiced or roasted chicken parts and at prices easily affordable in the local market. By this arrangement, a woman buys chicken from PMI
at a reasonable price and prepares & sells the finished product. Other producers of chickens might join the cooperative as well. WfWI envisions a successful PMI as
the ‘parent cooperative’ future graduates might join.
VII. ACTIVITIES & DELIVERABLES
Specifically the consultant will work with WfW-staff to:
•Develop current market contacts into customers of PMI and securing relationships where feasible
•Work with the IG Manager and Country Office staff on appropriate business issues
•Gather additional market intelligence
•Work with IG Manager to refine the pricing strategy, costing challenges, and preparing a pro forma operating budget and income statement
•Advise on branding, packaging and promotion
•Prepare and submit a final report that includes daily work log, overall observations, analytical interpretations, recommendations, and contact list.
TO APPLY:
We encourage all interested applicants to submit the following application materials: up-to-date CV and cover letter.
We do not accept resume/applications sent to careerwfw@wfwnigeria.org
Only short listed applicants will be invited to interview. No telephone inquiries please
Interviews will be scheduled on a rolling basis. The position will remain open until filled. Applicants will be contacted directly to schedule an interview
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