Reviving poultry sector: Lessons from South Africa

By Raymond DENTEH

Ghana’s poultry sector is not merely underperforming—it is structurally constrained and at risk of further collapse unless deliberate national action is taken. With over 400,000 metric tonnes of poultry meat imported annually—mostly from the European Union (EU), Brazil, the United States and now China, Ghana’s domestic poultry producers have been systematically edged out of their own market.

South Africa faced a similar threat from predatory imports and responded with a multi-pronged strategy that offers clear lessons for Ghana. Central to South Africa’s response was the development and implementation of the Poultry Sector Master Plan (PSMP), which was backed by evidence-based advocacy, coordinated stakeholder mobilisation, and strong political will. Ghana’s poultry industry stakeholders—public, private, and civil society—must now rise to the challenge and take inspiration from this model.

A master plan backed by institutional commitment

The South African PSMP, signed in 2019, is not a typical strategy document destined to gather dust. It is a binding implementation framework co-created by government ministries, the South African Poultry Association (SAPA), retailers, processors, and civil society groups. The plan outlines measurable goals across five pillars:

• Expanding local production and processing by 10% annually;
• Reducing imports by 30% over five years;
• Increasing black-owned participation in commercial poultry;
• Strengthening food safety and animal health systems;
• Boosting exports to neighbouring countries and the Middle East.

To operationalise these ambitions, the South African government increased tariffs on chicken imports—raising duties on frozen bone-in portions from Brazil and Argentina to 62% and on boneless portions to 42%. It instituted anti-dumping duties against Brazil, the USA, and four EU countries. These interventions provided the breathing space for domestic producers to invest in scale and efficiency.

The plan is already yielding results. In its first three years, it helped stem import growth, generated thousands of new jobs, and encouraged R2.1 billion (approx. USD 118 million) in new investments from local producers and processors.

Ghana must draw from this approach. A Poultry Sector Master Plan—anchored in production, trade, infrastructure, and inclusion—can serve as the platform for comprehensive reform. It should be co-signed by relevant ministries (Agriculture, Trade, Finance), financial institutions, poultry associations, processors, and farmer cooperatives. Implementation must be backed by legislation, fiscal allocation, and a public-private steering committee.

FairPlay: How advocacy shifted the narrative

One of the most distinctive features of South Africa’s poultry reform journey is the emergence of the FairPlay movement—a civil society organisation that framed poultry dumping as a threat not just to farmers, but to jobs, nutrition, and sovereignty.

Founded in 2016, FairPlay became a vocal and credible watchdog for the sector. Its campaigns highlighted how Brazil and EU countries used agricultural subsidies—estimated at over €60 billion annually under the EU’s Common Agricultural Policy—to offload surplus chicken into African markets at prices below production cost. In some cases, imports were landing in South Africa at 30% of their domestic sale prices in Europe.

FairPlay advocated for:

• Comprehensive anti-dumping duties based on empirical evidence;
• Transparent labelling of imported poultry to inform consumer choice;
• Mandatory procurement of local poultry for public institutions;
• A zero-rating of VAT on domestic poultry to make it affordable for poor households;
• Creation of an independent National Food Safety Agency.

Their efforts helped build political consensus around the PSMP and prompted retailers, wholesalers, and caterers to commit to sourcing 80%–95% of poultry from local producers over time.

Ghana must encourage similar advocacy. A Ghanaian equivalent of FairPlay—backed by farmers, consumer groups, nutritionists, trade analysts, and the media—can elevate poultry reform from a technical issue to a national development agenda. Such a platform can challenge trade injustices under Economic Partnership Agreements (EPAs), advocate for enforcement of standards, and mobilise demand for locally produced, traceable, and safe chicken.

Trade defence as a tool for food sovereignty

South Africa’s poultry sector was collapsing under the weight of cheap, dumped imports until it used trade defence instruments effectively. Anti-dumping duties were applied to five EU countries and Brazil, following rigorous investigations by the International Trade Administration Commission (ITAC).

Crucially, the South African government resisted pressure from import lobbies and foreign exporters, citing its obligations to food security, employment, and industrial growth.

Ghana, in contrast, has not exercised its full trade defence rights. Despite the clear evidence of dumping and unfair competition, Ghana continues to admit poultry imports under zero or low tariffs due to weak enforcement and uncritical trade liberalisation.

This must change. Ghana should:

• Establish a Trade Remedies Unit within the Ministry of Trade to investigate dumping claims;
• Apply temporary safeguard duties under WTO provisions;
• Enforce labelling requirements that distinguish local from imported poultry;
• Use ECOWAS and AfCFTA frameworks to harmonise regional trade protection measures.

These actions must be underpinned by strong monitoring systems, customs capacity, and alignment with public health and food safety regulations.

Building the demand side: “Eat Ghana Chicken” initiative

South Africa’s poultry reform included a deliberate push to grow local demand. FairPlay, SAPA, and government partners launched social marketing campaigns and school outreach programmes to encourage consumers to choose local chicken. Supermarkets were asked to shelf-tag locally produced meat, and public caterers were mandated to procure domestic chicken for government functions.

FairPlay also advocated for zero-rating VAT on chicken—the country’s most consumed protein—to increase affordability among low-income households. While this demand is still under consideration, it represents a powerful tool to link nutrition policy to agricultural competitiveness.

In Ghana, a nationwide “Eat Ghana Chicken” campaign should be launched, targeting schools, churches, hospitals, food vendors, and supermarkets. The campaign should be backed by:

• Preferential procurement legislation for public institutions;
• Certification and branding of local chicken for traceability and safety;
• Support to small-scale processors and aggregators to meet quality and volume requirements.

Smallholders and youth as the future of poultry

South Africa’s PSMP includes targets for integrating black-owned and youth-led enterprises into mainstream poultry value chains. Cooperatives, outgrower schemes, and enterprise development grants are part of the model. Women and youth entrepreneurs have been supported to raise birds, supply feed, and participate in last-mile distribution.

In Ghana, over 80% of poultry farms are small-scale and family-run. Yet, they face chronic access gaps in finance, feed, veterinary services, and markets. Few can meet the consistency and volume requirements of institutional buyers.

Ghana must design inclusive commercialisation pathways. These should include:

• Digitisation of Village Savings and Loan Associations (VSLAs) to unlock financing for poultry ventures;
• Youth incubation hubs in partnership with vocational training institutions;
• Bundled services (inputs, extension, insurance) via fintech platforms;
• Feed cost reduction through regional grain aggregation centres and support to maize  and soya production.

A blueprint for action

South Africa’s poultry resurgence was not accidental—it was built on planning, protection, and persistent advocacy. It is a model of what is possible when government aligns with industry and civil society in defence of local production, food sovereignty, and rural employment.

Ghana cannot afford inaction. The cost of continued reliance on imported chicken is too high—not only in foreign exchange losses, but in lost jobs, stunted enterprises, and weakened national resilience. The time to act is now.

Let us learn from South Africa—not just what it did, but how it did it. Let us revive Ghana’s poultry sector with vision, voice, and vigour.

Conclusion: From Southern Africa to West Africa—A call to action

South Africa has not solved all its poultry challenges, but it has shifted the trajectory. Through coordinated planning, trade defence, civil society engagement, and a clear localisation agenda, it is reclaiming market space for its farmers and processors. For Ghana, the lessons are clear:

1. Develop a national poultry master plan with binding targets.
2. Protect the domestic market through enforceable trade measures.
3. Mobilise a national movement to champion local chicken.
4. Build infrastructure and financing pathways for smallholder growth.
5. Connect poultry reform to food security, nutrition, and youth employment goals.

The time for fragmented, project-based interventions is over. What Ghana needs is a bold national compact to revive its poultry sector—not only to reduce imports, but to build a resilient, inclusive, and competitive industry for the future.

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