FROM FARM TO FORK
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”.
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
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.
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.
Astral employs 12 500 people with unique and scarce skills to farm, feed and produce poultry.
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.