Backed by Consistent GDP growth rate(7-8%) for last decade

Aims to achieve Aims to Aims to achieve

the Lower Middle complete Developed
Income Country SDGs by 2030 Country status
status by 2021 by 2041

The International Monetary Fund (IMF) has predicted that the global economy will
pace forward in 2018 and Bangladesh will be able to take advantage of it if it makes
adequate preparations
 Enhanced Increase in
Reduced
Human Per capita
Economic Risk
Development Income.
 The Absolute Minimum requirement is
•56 grams per day (21Kg/year) for the average sedentary man.
•46 grams per day (17kg/year) for the average sedentary woman.

Though this meager amount may be enough to prevent downright deficiency,

studies show that it’s far from sufficient to ensure optimal health and body
composition

Optimum Requirement is
At least 50% higher (30Kg/year for both Man or Woman) than the minimum
depending on many factors, including their activity level, age, muscle mass,
physique goals and current state of health.
 We should aim for 50% Animal
Protein Consumption .

US consumes around 70%

68%

32%

Animal Plant
 Short in overall Chicken Meat & Egg protein consumption (Less than 10% of Total Protein).

Current Per capita Egg consumption is 85/yr. (Below the minimum requirement of 104/yr)

Current per capita Chicken meat consumption is 6.5kg/yr which is significantly lower than
similar countries.

So, To expedite the Growth of Human

Capital, the National Meat & EGG
Protein consumption must at least
double in next 5 years.
 Contribute in
Driving human capital
The largest source developing the
development through
of protein supply rural economy
ensuring consistent
at an affordable hence the per
supply of protein for
price. (10 % of capita income
the nation and thus
total national through a well
ensure national protein
supply) planned integrated
consumption growth
sector value chain.
To contribute in Human Capital
Development as the largest
source of SAFE PROTEIN for
Bangladesh.
1. Increase National Protein Consumption

Target 2024 2030

Per Capita Egg Consumption 170pcs/Year 250pcs /year
Per Capita Chicken Meat 11.5 kg/Year 15 Kg/Year
Consumption

2. Bring sustainability for Small & Medium Poultry Farmers by 2021.

3. Digitalization of the Poultry Sector by 2021.

4. Landing export markets by 2024.

Supply Chain Restructure

Regulatory Support

Sector Branding
危机

Dr. Saiful
1. Uncontrolled DOC supply
2. Decaying consumer trust
3. Meddling by middlemen
4. Beating around the bush
5. Regulatory challenges
6. Not one size fits all
7. No entry barrier
8. Lack of processing
9. Inconvenience
10.One inch progress but in million direction
Control the DOC supply
Feed production over the years
Species wise breakdown
Poultry
Demand Supply curve
 2008: PWC
Don’t count your chicken before they
hatch!
Can companies maintain sustainable vertical
growth over the years?
 Method of study
• Analyzed the protein consumption from 2000 to 2009 for India,
Pakistan, Sri Lanka, Nepal, Myanmar, Indonesia, China, Vietnam,
Philippine.
• Per capita meat consumption increased by 245g per $ 100
increase in per capita GDP.
• Per capita fish consumption increased by 340g per $ 100
increase in per capita GDP.
Forecasting the Future
 Why do we need to Boost?
With the Current status and regular forecast, our National Per
capita Chicken Meat consumption on 2024 will be
approximately 9.5 Kg which is not sufficient for
Human Capital Development therefore it is important to
set a higher goal and therefore we set a target of achieving

11.5 Kg/year per capita of Chicken

Meat consumption at 2024
 Control DOC supply
• Set Annual DOC requirement and set quota
• PS/GP approvals make publicly available
• Follow culling age strictly
2. Decaying
consumer
trust
National food safety laboratory findings
Facebook generation is coming fast!
Age group 0-14 15-34 35-59 60 and
in years above
2011 33.1 35.7 24.6 6.6
2020 26.5 37.2 28.0 8.3
2030 24.3 33.2 31.3 11.2
2040 22.2 28.2 34.5 15.1
2050 20.2 27.0 33.4 19.4
3. Meddling By Middlemen
 Net Sales Price In Last 5 Years

Category 2013 2018 %

Broiler 41.21 38.92 (5.83)

Layer 33.06 31.60 (4.44)

Fish Sinking 34.57 34.70 0.38

Fish Floating 47.17 49.64 5.23

Cattle 26.5 26.95 1%

Total 39.80 37.80 (5.22)

Correlation Between Feed Price And RM

Criteria 2013 2018 Difference

feed 39.80 37.80 -5.22%

Corn 20.11 22.45 -10.41%

Soya 46.33 35.69 -10.64%

COMMISSION EFFECT ON GROSS SALES PRICE
Difference in
2013 2019 Diff%
Category Taka/kg
0.97 328.98
Broiler 0.29 1.26
0.17 129.60
Layer 0.13 0.29
0.79 5,962.86
Fish Sinking 0.01 0.81
- (0.01) (100.00)
Fish Floating 0.01
0.04
Cattle 0.04
0.65 276.45
Total 0.23 0.88
 Transport Effect On Gross Sales Price

Category 2013 2019 Tk. %

Broiler 0.74 0.74 (0.00) (0.38)

Layer 0.77 0.78 0.01 1.05

Fish
Sinking 0.76 0.81 0.04 5.42
Fish
Floating 0.90 0.94 0.04 4.04

Cattle - 0.89 0.89

Total 0.76 0.77 0.01 1.54

 Sensitivity Study
Categories Profitability Profitability Capex Risk
Index (%)

Breeder 5 15% 8 6
farms
Farmer 2 5% 1 8

Feed Mill 2 5% 5 4

Dealer 8 25% 2 2

Medicine 8 20% 10 6

Processors 5 10% 6 5
 FINDINGS

• Farmer risk is highest, profitability is lowest

• Dealer risk is lowest, profitability is highest
4. Beating Around The Bush

Per KG meat cost is the true

determinant not FCR
 FCR Around The World

Area Age FCR Weight

South America 28 1.45 1.44

Asia 30 1.59 1.37

EMEA 30 1.58 1.37

North America 32 1.65 1.42

Bangladesh 28 1.45 1.50

Production Cost of Broiler Around The World
 Feed Cost Around The World

Area Age FCR Weight

South America 28 1.45 1.44

Asia 30 1.59 1.37
EMEA 30 1.58 1.37
North America 32 1.65 1.42
Bangladesh 28 1.45 1.50
5. Regulatory Challenges
• AGP ban
• MBM ban
• Jute Bag
• Duty on Soya
• Interest rate
 AGP Ban

• Since 2010 AGP has been banned

• We lost 1200 crore
 MBM ban

• 30 Crore lost in last 6 months

• More than 100 crore we will lose in
2019
 Duty on Soya

• 5% AIT and 5% ATV on Soya imposed

2 years back
• Industry lost 120 crore on this
 Jute Bag

• Not scientific at all

• Cost implication will be minimum 100
Crore
 Interest rate

• Poultry is not included in Agriculture to

be considered for low interest rate
• Offshore financing is not allowed
• Minimum 1000crore lost in last 10
years alone
6. Not one size fits all
OPTIONAL HEADER

• Color birds DOC output has

increased 3 fold in 5 years
• Farmer price is 1.8 times more than
Broiler
OPTIONAL HEADER Color birds are flying
OPTIONAL HEADER
 7.Create entry barrier
OPTIONAL HEADER

• Feed millers should be member of FIAB

• Only EC sheds for breeder operation
8. Lack of processing of chicken
OPTIONAL HEADER

• Processing industry is around 5% of the total

• Causes significantly volatilities in price
 9. Convenience
OPTIONAL HEADER

No convenience packs for small families.

 10. One inch progress in million direction
OPTIONAL HEADER
OPTIONAL HEADER
 1.Build Awareness & Knowledge

2.Build Fact/Truth Based Perception

BUILD ON CONSUMER FOCUS
 Lack of knowledge about the Protein foods and benefits of
Poultry product.

 Increasingly negative rumors about Poultry Products.

 Perception that they have lot of other options as safe(r)

source of protein.

 Not considering Broiler Chicken among their top 5 priority list

of nutritious or protein food.
“I will continue to prefer Chicken and Egg if it is safely produced to
deliver necessary daily nutrition and protein at an affordable price
while keeping consistently good taste in any cuisine and thus help me
and my family lead a healthy and happy life”.
 Financial
Functional
Emotional
Strength
Strengths
Strength 1. Reasonable Price
1. Protein pack
1. Easily Available 2. Delivers maximum
2. Multi cuisine
2. Quality consumable
friendly
consistency after quantity (Value
storage. for Money)
Weakness
Weakness Weakness
1. Diminishing Taste
1. Safety Concern 1. Price Fluctuation.
2. Fixed Serving Qty.
Safe Protein for All
 POULTRY SECTOR
STRATEGY UNIT

SAFE PROTEIN Love EGG & CHICKEN

PROGRAM PROGRAM

Content Media Traditional ATL Digital

Marketing Engagement & PR Campaign Marketing
An Independent A PR Desk to Creative Ads An Independent
Online Blog Online Blog/Website
engage with
/Website on -Press Ad and Social Media
Media to share page on Cuisines of
Protein and - TVC
Safety. information - Outdoor Egg & Chicken
Activities Target Deadline
Develop a Poultry Sector Strategy Unit March, 2019
Prepare SAFE PROTEIN Program Outline April, 2019
Prepare Love Egg & Chicken Program Outline April, 2019
Establish the PR Desk May, 2019
Launch the SAFE PROTEIN Website June, 2019
Launch the Love Egg & Chicken Website June, 2019
Launch the Traditional ATL Campaign June, 2019 (ICC
Cricket World Cup 2019)