Lesson Notes By Weeks and Term v4 - SHS 1
ECONOMIC PRODUCTION OF ANIMALS
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ECONOMIC PRODUCTION OF ANIMALS
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Subject: Agricultural Science
Class: SHS 1
Term: 1st Term
Week: 13
Grade code: 1.2.2.LI.3
Strand code: 2
Sub-strand code: 2
Content standard code: 1.2.2.CS.1
Indicator code: 1.2.2.LI.3
Theme: FARMING FOR JOBS AND INCOME
Subtheme: ECONOMIC PRODUCTION OF ANIMALS
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Welcome, learners! In our last lesson, we discussed the principles of raising healthy poultry. However, raising the animals is only half the journey. A successful poultry farmer must also know how to sell their birds and eggs to make a profit. Today, we will explore the final, crucial step in poultry farming: getting the products from the farm to the consumer. This knowledge is vital because it turns farming from a hobby into a profitable business, creating jobs and contributing to food security in our communities across Ghana. Understanding marketing and distribution is the key to turning your hard work into real income.
A. Defining Key Terms
Before we dive in, let's understand some important terms: Poultry Produce: These are the primary items obtained directly from the farm with little to no processing. Examples: Live birds (broilers, layers, cockerels), fresh eggs. Poultry Products: These are items that have undergone some form of processing before being sold. Processing adds value to the produce. Examples: Dressed/processed chicken (whole or in parts like wings, thighs, gizzard), smoked chicken, sausages, egg powder, day-old chicks (from a hatchery). Distribution Outlet (or Channel): This is the place or intermediary through which a farmer sells their poultry produce and products to the final consumer. It is the link between the farm and the table. Marketing: This includes all the activities a farmer undertakes to promote and sell their products. It's not just about selling; it’s about creating awareness, building a good reputation, and persuading customers to buy from you instead of your competitors. B. Distribution Outlets for Poultry in Ghana
A farmer has several options for selling their poultry. The choice often depends on the scale of production, location, and the type of product being sold.
| Distribution Outlet | Description & Ghanaian Context | Advantages | Disadvantages | | :--- | :--- | :--- | :--- | | 1. Farm Gate Sales | Selling directly to consumers who come to the farm. Common in rural and peri-urban areas like Aburi or Dodowa. | - Immediate cash payment. - No transportation costs. - Builds direct customer relationships. | - Limited customer reach. - May have security concerns. - Prices might be lower than in urban markets. | | 2. Local Markets | Selling live birds or eggs at open-air markets like Makola (Accra), Kejetia (Kumasi), or the Tamale Central Market. | - Access to a large number of buyers. - Can sell large quantities quickly, especially during festivals (Christmas, Eid). | - High competition from other sellers. - Transportation costs to the market. - Prices can fluctuate daily. - Risk of birds getting stressed or dying. | | 3. Retailers | Selling to individuals or shops who then sell to the final consumer. This includes cold store operators and neighbourhood provision shops. | - Can sell in bulk to one or a few buyers. - Retailers handle the final sale to consumers. | - Retailers buy at a lower price to make their own profit (farmer's margin is reduced). - Payment might be delayed. | | 4. Hospitality Industry (Hotels, Restaurants, Eateries) | Supplying directly to businesses that prepare and sell food. Examples: Golden Tulip Hotel, KFC, Marwako, or a local "chop bar". | - Potential for large, regular orders. - Can lead to a stable contract and predictable income. | - Strict quality and hygiene standards are required. - Consistent supply is mandatory. - Payment is often on credit (e.g., end of the month). | | 5. Supermarkets & Malls | Supplying processed and well-packaged products to large retail chains like Shoprite, MaxMart, or Palace Mall. | - Products are sold at a premium price. - Enhances the brand image of the farm. | - Very high standards for packaging, branding, and certification (e.g., from FDA). - Difficult for small-scale farmers to access. - Long payment cycles. | | 6. Event Organisers & Caterers | Supplying for specific events like funerals, weddings, and parties. This is a huge market in Ghana. | - Opportunity to sell a large volume at once. - Good for clearing stock, especially broilers. | - Demand is occasional, not constant. - Price negotiation can be tough. | C. Ways of Marketing Poultry Produce and Products