Kenya - Business creation project

Describe your project or startup in a few words

Addressing the Turkey Gap in Kenya: Sustainable, High-Quality Processing for the Upscale Market. An abattoir that will specialize in processing turkey. We are frequently focusing on underserved segments to establish wholly new value networks and markets.

01.01 Describe your project in more detail

I am constructing an abattoir that will specialize in the processing of poultry. Since the initial processor was discontinued in 2020, this will be the second. It is distinctive in that no other individual in Kenya is currently conducting it. Aviagen Turkey is the source of these broiler turkeys, which have been meticulously chosen. The optimal age is around 20 weeks. This is the age at which the best economics are typically obtained in terms of the live weight achieved in comparison to the input costs. They are fed a diet of grains and protein sources to reach their desired size and mass quickly. They are a common source of meat for human consumption and are sold as whole birds. Branding my product as a high-end turkey house, offering my clients a culinary experience, and guaranteeing exclusivity, luxury, distinction, exquisite craftsmanship, elegance, refinement, prestigiousness, and sophistication as a result of consuming my product, all while maintaining an air of timeless class.

01.02 What is the main problem you are trying to solve?

In Kenya, there is a scarcity of premium turkey meat that meets the culinary standard, necessitating that large abattoirs and hotels import the product. Consequently, the product is both expensive and, more crucially, unattainable. My product addresses the issue of making it simpler to obtain the same quality of flesh that is ISO-certified, with an emphasis on affordability, accessibility, and simplicity. Building upon existing technologies and markets, I am enhancing and refining products and services within the established framework. In addition, I am interested in establishing entirely new value networks and markets, frequently focusing on underserved and overlooked segments. Additionally, my product functions as a necessity. A necessity to enhance the dining experience and satisfy a small market. I am offering a luxurious alternative to the current poultry options because high-end hotels in Kenya already exhibit a preference for offering novel meats, such as turkey and affordable

01.03 Tell us the major benefits and/or advantages of using the product/service that your project intends to provide (at least 3).

The initial advantage of utilizing my product is its production capacity. It is available year-round, exhibits a robust growth rate, is simple to maintain (even in unfavourable growing conditions), and is priced competitively. In comparison to the input costs, they are positively economical in terms of the weight attained. By capitalizing on the present state of food processing technology, we aim to generate more than 2000 poultry per day. For the second benefit in customer service, I will provide Premium Quality and Unique Flavor and Versatility. Distinction is also introduced into the marketplace. Among the economic benefits that my product provides is Job creation: Farmers, processors, and distributors in the poultry sector can benefit from local distributor partnerships, benefiting the Kenyan economy. Value addition; this benefits all parties in the supply chain, including producers who receive improved compensation. Reduce meat imports to boost local food industry self-sufficiency

01.04 Please describe who exactly your project is aimed at serving. Who are the targeted beneficiaries?

Several critical demographics comprise the target market for high-end culinary cuisine. Customers must possess disposable income to afford high-end culinary experiences, which are priced at a premium. Companies may host special events or entertain clients at high-end restaurants. This may encompass affluent individuals and business professionals. Exceptional culinary quality and presentation are valued by my target market, which has discerning palates. This could include luxury hotels and restaurants. My target demographic is looking for a premium or elite eating experience that represents their social position. Also included in my target market are selected grocery stores and other food service businesses. By targeting this market, I can guarantee that my products are utilized by organizations that prioritize customer satisfaction and quality.

01.05 When did you start working on your project?

2022-07-01

01.06 How many other partners are associated with your business venture?

2

01.07 Among the other partners, how many are female?

1

01.08 Please describe the profile of each of the other partners (skills, experience, etc.)

Kevin Rinkanya, my first partner, was Nightingale's former head of operations before the company discontinued its original processor in 2020. He holds a degree in agriculture and is well-versed in the operations, financial requirements, and skill set needed to operate an abattoir. His involvement in helping me establish this abattoir has been crucial over his twelve years of working with nightingales. Mahmoud Mugo, my second partner, holds a finance degree. Although he is employed by a private company, he has been instrumental in assisting me in my fundraising efforts and in developing a budget that will ensure appropriate funding allocation.

01.09 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link here:

https://www.instagram.com/turkeyterrace?igsh=dzU2MHh6YjB5Yjhz

01.10 Which industry best describes your project?

l) Agriculture

02.01.01 My project contributes to the No poverty goal

7 - Strongly Agree

02.01.02 No poverty - Justification

Job Creation: Our goal is to collaborate with nearly 2000 individuals throughout the county to reduce poverty rates by offering employment opportunities. Fostering sustainable practices and enhancing overall resilience through collaboration with local producers.

02.02.01 My project contributes to the Zero hunger goal

7 - Strongly Agree

02.02.02 Zero hunger - Justification

To achieve zero starvation, we intend to collaborate with small-scale farmers throughout the county by supplying day-old chicks for broilers and layers, as well as educating them on the importance of agriculture and self-sufficiency.

02.03.01 My project contributes to the Good health and well-being goal

7 - Strongly Agree

02.03.02 Good health and well-being - Justification

Strict cleanliness standards and effective food safety measures can help produce healthy poultry, lowering the risk of foodborne illness.

02.04.01 My project contributes to the Quality education goal

5

02.04.02 Quality education - Justification

Later on, we hope to host training boot camps for emerging farmers and encourage the youth to enter the agricultural industry through training and quality education about poultry farming.

02.05.01 My project contributes to the Gender equality goal

7 - Strongly Agree

02.05.02 Gender equality - Justification

Gender equality: My organization's policy requires that two-thirds of our workforce be women, the majority of whom are single mothers. They have thereby acquired access to resources that could provide for their families, thereby reducing poverty.

02.06.01 My project contributes to the Clean water and sanitation goal

7 - Strongly Agree

02.06.02 Clean water and sanitation - Justification

Water usage can be optimized by putting in place appropriate water management systems. A continuous supply of water will be required for the processing plant. The abattoir's location is fortunate because it is beside a constant river, which provides an infinite supply of water. Water is also required for the production process during the peeling, evisceration, and cleaning stages. A filter will also be put in place to ensure the water recycled is purified.

02.07.01 My project contributes to the Affordable and clean energy goal

7 - Strongly Agree

02.07.02 Affordable and clean energy - Justification

We plan to reduce our reliance on fossil fuels by producing renewable energy, notably solar power from natural sunlight. Another approach to producing sustainable electricity is to build a small-scale hydroelectric power station on the river's steepest slope. This will create an off-grid power supply. Solar power consumption will be lowered, especially in the winter when sunshine is sparse.

02.08.01 My project contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification

Collaborating with local distributors can open up new prospects for farmers, processors, and distributors in the poultry industry, benefiting the Kenyan economy. Value Enhancement: Luxury turkey is a product that is more expensive than standard poultry. This benefits all stakeholders involved in the supply chain, especially farmers who will receive better compensation.

02.09.01 My project contributes to the Industry innovation and infrastructure

7 - Strongly Agree

02.09.02 Industry innovation and infrastructure - Justification

Within the realm of industry, innovation, and infrastructure, the emphasis is placed on resource efficiency and clean technologies, as well as inclusive industrialization. The introduction of innovative technologies for efficient poultry processing in the abattoir has the potential to enhance the infrastructure of the poultry sector and generate new employment opportunities.

02.10.01 My project contributes to the Reduced inequalities goal

7 - Strongly Agree

02.10.02 Reduced inequalities - Justification

The abattoir has the potential to produce jobs, assist local communities, contribute to economic progress, and reduce poverty. We aim at ensuring fair work practices and adequate salaries for employees is critical to truly reducing inequities.

02.11.01 My project contributes to the Sustainable cities and communities goal

7 - Strongly Agree

02.11.02 Sustainable cities and communities - Justification

The impact varies with the location of the abattoir. It has the potential to contribute to a more sustainable community if it is strategically located and managed properly. Collaborating with local communities to solve problems and maybe involve them in waste management solutions can develop positive relationships.

02.12.01 My project contributes to the Responsible consumption and production goal

7 - Strongly Agree

02.12.02 Responsible consumption and production - Justification

We are looking to implement sustainable methods such as water and energy saving during processing can help to reduce the environmental impact. Finding ways to use or responsibly dispose of leftovers such as feathers and manure is critical for reducing waste. Manure will be packaged and sold to farmers practising crop farming, while the lairage from the processing aftermath will be used to manufacture dog food. Responsible production involves capitalizing on the present state of food processing technology, and energy-efficient equipment that reduces energy consumption. We aim to generate more than 2000 pounds of meat per day. This will lead to import Reduction: By meeting the demand for luxury poultry in Kenya, the company may be able to lessen its dependency on imported meats, bolstering the local food system's self-sufficiency.

02.13.01 My project contributes to the Climate action goal

7 - Strongly Agree

02.13.02 Climate action - Justification

My organization has implemented sustainable methods to reduce climate effects, such as waste management and climate-smart agriculture. The use of anaerobic bio-digestion devices to treat slaughterhouse wastewater at the source will also be implemented. This method turns dangerous greenhouse gases into clean energy, benefiting both the environment and the operations.

02.14.01 My project contributes to the Life below water goal

1 - Strongly Disagree

02.14.02 Life below water - Justification

n/a

02.15.01 My project contributes to the Life on land goal

4

02.15.02 Life on land - Justification

Animal Welfare: Using humane slaughtering procedures is consistent with the broader spirit of the SDGs.

02.16.01 My project contributes to the Peace justice and strong institutions goal

1 - Strongly Disagree

02.16.02 Peace justice and strong institutions - Justification

n/a

02.17.01 My project contributes to the Partnerships for the goal

1 - Strongly Disagree

02.17.02 Partnerships for the goal - Justification

n/a

05.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

7 - Strongly Agree

05.02 The product/service we envision creating represents an entirely new type of product/service.

5

05.03 The product/service we envision creating could be described as a new technology.

5

05.04 The product/service we envision creating is an improvement on an existing product or service.

7 - Strongly Agree

05.05 The product/service we envision creating could be described as an extension of a range of products or services.

7 - Strongly Agree

05.06 The product/service we envision creating responds to a demand or need that has not been satisfied by other products/services.

7 - Strongly Agree

05.07 The product/service we envision creating is a new version of an old product/service.

7 - Strongly Agree

05.08 Justification

It is unique in that no one else in Kenya is currently conducting it. Since the first processor was discontinued in 2020, this will be the second. This project is a sustainable innovation because it builds on existing technologies and markets, enhancing the products and services within the existing framework. My value proposition is simplicity, affordability and accessibility. This project focuses on making incremental improvements for existing customers. Existing technologies we plan on building on include; recently developed food processing equipment and bird breeds used commercially. The company's positioning is also a unique approach, branding the product as a high-end turkey house, and offering clients a culinary experience.

05.09 Who are your main potential competitors and what makes you stand out from them?

Existing Poultry Slaughterhouses: Established poultry slaughterhouses, such as Kenchic, a large-scale operation, that provide the market with an alternative poultry option. Informal Processing: Informal poultry processing at farms or open-air markets such as City Market, Muthurwa, or Marigiti open markets could be a competitor, particularly in lower-priced segments. They source their products from farmers who raise indigenous turkeys. I stand out because the emphasis is on strict hygiene protocols and international processing standards. Relevant certifications for food safety and hygiene standards to build trust with prospective customers. Implementation of sustainable practices such as water and energy conservation, as well as responsible waste management. A competitive pricing strategy that balances quality and affordability for my target audience. Adoption of cutting-edge technologies to improve processing efficiency, reduce waste, and ensure product consistency & my target market.

10.06 Are you initiating actions within your community to promote the role of female entrepreneurs?

Yes, I am, through the provision of resources and support, I connect young female entrepreneurs like me to mentorship programs, networking opportunities, and workshops on relevant topics. I have also participated in women-led organizations where we have advocated for change, especially in promoting gender equality and lobbying for policies that protect women against GBV and femicide incidents.