Février 21, 2023

Les consommateurs à faibles revenus de la ville d’Hawassa obtiennent une part délicieuse de brochettes de poulet nutritives et abordables.

Production animale

Ethiopia

Conformément au deuxième objectif de développement durable visant à assurer la sécurité alimentaire et à améliorer la nutrition, 2SCALE, grâce à ses partenariats agro-industriels inclusifs, soutient le développement de produits nutritifs pour les marchés de la base de la pyramide (BoP). Pour accroître la pénétration du marché dans ce segment de consommateurs unique, 2SCALE soutient également la distribution et le marketing des produits. En Éthiopie, le partenariat avicole entre Chico Meat Ethiopia (CME) et 2SCALE vise à établir un secteur de transformation de la volaille inclusif pour les consommateurs à faible revenu. L’un des produits qui pénètre progressivement les marchés de la BoP est le kebab de poulet, un produit développé par CME et 2SCALE en 2021.

Lire le blogue connexe :

https://www.2scale.org/en/updates/new-markets-for-poultry-availing-nutritious-chicken-products-for-low-income-consumers-in-ethiopia-en

Au fil du temps, la demande pour ce produit a augmenté au-delà de la ville de Bishfotu où CME l’a présenté comme un fast-food pour être grillé et vendu sur les bords de la route. Le produit de kebab de poulet a gagné l’acceptation et la popularité et le modèle de vendeur routier a atteint plus de consommateurs dans le marché cible.

A win-win for all stakeholders

Since the kick-off of CME roadside vendor chicken kebab replication business in Hawassa town in November 2022, there are remarkable achievements captured in relation to the different participating actors. For CME it has created additional demand for its chicken meat products targeting BoP consumer markets. This has led to additional income and efficient utilization of readily available resources.

For Fiker Hayke Cooperative, their participation in the business has attracted more clients and generated additional income. Consequently, this has created employment for five youths who run the roadside chicken kebab business. They have also acquired technical skills on grilling chicken kebabs as well as additional knowledge on the nutritional benefit of consuming chicken meat.

Last but not least, BoP consumers residing in the Hawassa community have gained knowledge on the nutritional benefits of consuming chicken meat. They have also gotten access to nutritious and affordable food products.

In general, CME chicken kebab roadside vendor replication business model in Hawassa town has created a win-win situation for all participating actors. However, due to limited organizational and financial capacity, Fiker Hayke cooperative is not operating the business at its full potential. So far, their average weekend sale hasn’t been more than 130 chicken kebab sticks, despite the potential to sell even more.

To support the growth of the business in Hawassa town, strategic behavior change campaigns targeting urban BoP consumers to further create and grow chicken meat demand are needed.

Dehab comments on this:

The growth of this model in Hawassa can be achieved through activities such as replicating the business in at least one additional site in Hawassa town and exploring better access to finance options to alleviate the cooperative’s working capital shortage. Engaging women and youth to foster nutrition education among the local community and exploring digital marketing opportunities to further professionalize their services would also lead to increased sales of chicken kebabs. Our support, therefore, continues till we ensure that the business can run sustainably.

Through this partnership, 2SCALE and Chico Meat Ethiopia aim to enhance access to affordable nutritious food for over 30,000 BoP consumers.

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