The Poultry Master Plan: Growing our agri-future

Thursday 27 October, 11am

The Poultry Master Plan is a bold and complex initiative to boost investment across the value chain, create new jobs, curb dumping and illegal trade, and turn South Africa’s poultry industry into a major exporter.

Almost three years have past since the plan was adopted. We ask: Is the plan working? What progress has been made? How is global instability affecting us? Where to next?

The summit welcomed participants from across the agricultural spectrum, including poultry producers and farmers, feed manufacturers, trade unions, agricultural analysts and economists.


Janine Ryan

Janine is the editor of Farmer’s Weekly, South Africa’s leading English agricultural magazine. As a skilled researcher and writer, Janine is always up to date about agriculture in South Africa and the world.

Thabile Nkunjana

Thabile Nkunjana is an agricultural economist and analyst at the National Agricultural Marketing Council (NAMC). Working in the Markets and Economic Research Division, he specialises in agri-food systems, international trade, and rural development.

Izaak Breitenbach

Izaak Breitenbach is General Manager of the Broiler Organisation at the South African Poultry Association. He has extensive experience in the agricultural sector and has served on numerous boards in South Africa and internationally. One of his core objectives as the GM of the Broiler Board is to create a climate in which the poultry industry can experience material growth.

De Wet Boshoff

De Wet Boshoff is the Executive Director of the Animal Feed Manufacturers Association of South Africa (AFMA), which serves as the official industry representative body of the South African feed industry. He plays a leading and strategic role in supplying and supporting value chain partners (poultry, livestock and dairy) in the larger agricultural environment.

Amanda Mdodana

Amanda Mdodana has been a poultry farmer since 2019. She started with a few broilers and her operation has since grown to include a hatchery and layers. Amanda is the host of the popular #Poultryspaces on Twitter. As a small farmer in the poultry sector, she is directly affected by the outcomes of the poultry sector master plan

Donald MacKay

Donald Mackay is the founder of XA Global Trade Advisors. He provides global trade advice to clients and specialises in trade policy issues, such as customs duty changes and anti-dumping issues.

Vuka Chonco

Vuka Chonco is the Deputy Secretary General of the Food and Allied workers union (FAWU). FAWU represents workers in the food processing industry in South Africa. The union has over 85,000 members and is an affiliate of the South African Federation of Trade Unions (SAFTU).

Francois Baird

Francois Baird is the founder of the FairPlay Movement. He is also the chairman of international communications consultancy Baird’s CMC. Through FairPlay he hopes to apply the expertise and global networks built up over 30 years to make a practical, positive difference through advocacy.

This event was proudly hosted by the FairPlay movement and Farmer’s Weekly.