FROM FARM TO FORK

Astral Foods produces leading brands of the highest quality and safety standards.

ABOUT US

Astral Foods was listed on the Johannesburg Stock Exchange on 9 April 2001 and is the leading poultry producer in Southern Africa, driven by a focused strategy “to be the best cost-integrated poultry producer in selected African countries”.

Today the company is firmly entrenched in the Johannesburg Stock Exchange’s top 100 listed companies with over 4 000 shareholders. Astral has also been recognised through the 2016 Business Report’s Most Empowered Survey as being the 75th most empowered company on the JSE and a leader among food producers.

Astral’s integration is centred on three key pillars

Animal nutrition – Established in 1942, Meadow Feeds operates seven feed mills in South Africa, including the recently built world-class facility in Standerton, the largest production facility on the continent. The company also owns Tiger Animal Feeds in Zambia and Meadow Feeds Mozambique. The primary objective of Meadow Feeds is to supply the nutrition required to unlock the genetic potential of the modern Ross 308 broiler.

Agriculture – This covers the entire farming supply chain, from the importation of great grandparents from Aviagen in Scotland through the breeding programme, to producing the live broiler delivered to the commercial division for processing. Astral has approximately 37 million birds on farm at any given point in time in order to supply approximately 5.2 million broilers per week to the processing plants. The Agricultural Division strives to optimise production efficiency to provide the best live cost possible to the commercial division.

Commercial – Astral has four processing plants that process, package, store and distribute our products. The commercial division is predominantly responsible for sales to the retail, wholesale and QSR (Quick Service Restaurant) customers who rely on Astral for the timely supply of quality chicken to the trade.

Astral’s success is based on five key factors

01

Genetics

Astral has the distribution rights to the Ross breed in South Africa, giving us sustainable access to the leading broiler genetics in the world.

02

Nutrition

Meadow Feeds employs specialised animal nutritionists who, together with the supply of technical services from a leading international animal nutrition company, stay abreast of developments in animal nutrition.

03

Geographic location

Astral has a national footprint and is well located in order to supply the various markets it services.

04

Brands

Our brands are well established, recognised and trusted by our customers. The Goldi brand in particular is considered to be the strongest poultry brand in South Africa.

05

People

Astral employs 12 500 people with unique and scarce skills to farm, feed and produce poultry.

The strength of our organisation lies in our customers’ decision to purchase and consume our branded products. Our Goldi, County Fair, Festive, Mountain Valley, Eand Supa Star brands are marketed to a diverse consumer base, with frozen, fresh and value-added offerings for every occasion.

Astral Foods produces leading brands of the highest quality and safety standards through ethical agriculture, modern processing and efficient supply chain methods. Our brands are the tangible culmination of Astral’s vertically integrated operations, measured and audited across the entire process from “farm to fork” to ensure full traceability.

Astral’s brands are widely available across retail and wholesale outlets countrywide, in both formal and informal markets. Astral additionally packs selective Dealer Own Brands for a number of key customers.
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