Reviving poultry sector: Lessons from South Africa

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 organization 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 liberalization.

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, out grower 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 commercialization pathways. These should include:

• Digitization 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 centers 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 defense 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 vigor.

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 defense, civil society engagement, and a clear localization agenda, it is reclaiming market space for its farmers and processors. For Ghana, the lessons are clear:

1. 1. Develop a national poultry master plan with binding targets.
   2. Protect the domestic market through enforceable trade measures.
   3. Mobilize 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.