N.

MANIDHAR REDDY

1.

2.

3.

Poultry sector is the biggest component of livestock industry Supplying about 81 % of the total meat and almost 111% egg demand by the domestic market Consumed by all races and no hindrance against religion

4. Provide job opportunities and source of income 5. Poultry industry is an important food producer of livestock based 6. More advance than other livestock sector 7. 8. Dependent heavily on imported input resources Contribute to foreign exchange - export of chicken meat, eggs and duck meat Generate supporting economic activities : feed-mills, hatcheries, processing plants, farm consultation, etc.

9.

 Poultry

is the largest component of the animal sector

The

industry supplies domestic demand and also exports, mainly to Singapore, Brunei DS, Hong Kong and Japan Evolved from small back-yard operations into relatively modern, large-scale commercial operations.

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23 July 2013

Factors:

High-quality poultry breeds Highly efficient integrated production systems Competent veterinary services Regulation and enforcement in placed

Principle source of meat protein (cheap) because no dietary prohibitions among local culture and religious norms. Per capita consumption poultry products (among the highest in the world):
32kg. for chicken meat 19kg. of eggs (330 pieces)

poultry industry does not yet achieved the quality standards that has been set by the importing countries due to the weaknesses and lack of its:
Biosecurity level Diseases control- Newcastle Disease Veterinary Health Mark (VHM)- HACCP

Billions 8 7 6 5 4 3 2 1 0
6.871 5.718 5.667 5.86 7.42 7.238 7.413

Table Egg Production

# projected

2001 2002 2003 2004 2005 2006 2007

Value: RM1.6 billion (farm-gate)

23 July 2013 Source : DVS (Malaysia) 8

1.2 Million chickens (10 % Exported)

- 70% of broilers go through wet markets

20 Million table eggs (12 % Exported)

- >99% of table eggs reach customers as fresh in-shell eggs

*Singapore is a captive market

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No Matter How Valuable the Production is. The Challenges is still there!!!!
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Free World Trade and Global Sourcing (Unknown impact of Tarrification / AFTA)
Opens up the country to the dangers of importing products of below standards

Fierce Market Competition

Growth of Hyper/Super-marketing Fast growing chains because of their comfortable environment, comprehensiveness and convenience. New Technology Application of advanced technology in detecting very low levels of chemical and drug residues in poultry products

Any slack in demand or over supply will lead to producers selling below cost.

Consumer Power and Choice

Consumers are more educated and their expectations are higher; Halal products Food poisoning and product shelf-life become challenges to producers and retailers.

Fast Food/Catering Expansion

The present work culture coupled with the growth of suburban, establishment of shopping complexes and food courts - the role of fast food restaurants is greatly enhanced

Traceability

Food Scares

Due to consumer awareness, product identification and traceability are therefore important in (Quality Assurance) QA programs Disease outbreaks, sensational statements by politicians or media cause consumers to stay away from the food products for a damaging period of time.

Imports and Smuggling affect supply/demand balance

Why?

a. Difficulty to get source locally in

quantity and at reasonable price b. Deterring market for local producers c. Difficulty to stop smuggling

 The

Disease

- A Global Challenge to Agriculture and Public Health - The Impact of the Disease and of its Control

- Much is not Known of the Disease and its Origins

 Production

Cost - increase due to Feed Cost

70%

of the production cost is on poultry feed. for feed resources with global energy demands (bio-fuel production)

Competition

Most

of the feed raw ingredients are imported

Close house

Cost of production increases. High usage of electricity in close house increases cost. Poultry is a long term project. Income is less if it is done as a short term project.

Effective Microbes

Effectiveness of EM fully rely on the way it is used. EM consists of microorganism and ensuring the survival of these microorganism is essential. Product wont be effective if the microorganism dies. The guarantee standard and lifetime of EM is still studied in Japan.

LAYERS CLOSED HOUSE SYSTEM

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INTERVENTION

PAST
Shed near housing area Unorganized farm Opened-house Pollution Ease in disease outbreak Heat stress

Disease free status

Market information

FUTURE
Zoning & Environment friendly Closed-house Cost effectiveness Improved productivity

Tech. Advisory GAHP (Good Animal Husbandry Practic) Integrated Value-added farming -Bersepadu products

Land & utility investment

INPUT

Increased production Quality & safe products

Processing plant

Farm Infrastructure Automations

Expert advice

To establish production and processing facilities

Ensure poultry products are safe and wholesome, and competitive

To establish Quality Assurance programs

Dynamic, continuous improvement to meet the changing demands of the consumer and industry

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To expand the practice of product specification, identification and traceability To conduct more risk management
To assess the validity of current QA To provide a basis for future improvements To create more trading partnerships and alliances for better coordination and effective action plans.

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Future Trends

Poultry farming and processing are in harmony with the environment

Production efficiency is at par with the world standards Consumers are fully confident with local products which are free from residues and contaminants

Our poultry products achieve the standards accepted by importing countries

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Feathers

Heads
Wings Breast DIFFICULT IN ASIA Bone-in Leg DIFFICULT IN USA

Feet

UNLESS ALL ARE SOLD AT REASONABLE PRICE, otherwise POOR PROFIT

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Diligent and commitment from all the parties concerned are essential to further help the poultry industry move towards achieving the target envision of a country

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