Poultry farmers in Tiruppur and Erode districts are experimenting with direct retail sales in response to the reluctance of corporate broiler companies to pay them reasonable rearing rates. They say positive signs have infused confidence to venture further.

Having started two retail outlets under the brand name ‘Farmers’ Best Chicken’ (FBC), the poultry farmers, under the aegis of the Tamil Nadu Farmers’ Protection Association are looking forward to opening 20 more such outlets across Tiruppur and Erode.

The retail outlets started in Nambiyur and Semmandankovil Pirivu in Erode are delivering promising results, and new outlets will be opened at locations in Avinashi, Sevur, Annur, Puliampatti, Tiruppur town, Easan Murugasamy, founder of the Tamil Nadu Farmers’ Protection Association said.

“The corporate broiler companies pay meagre rearing rates ranging between ₹6 and ₹8 per kg broiler chicken, against our request for ₹20, though we handle the chicks for 45 days. But they provide traders and retailers who handle the chicken for just a few days with ₹15 to ₹20 per kg,” Mr. Murugasamy said, adding: “We chose to get into retail space to provide the rightful returns to the poultry farmers.”

Against the retail rate of ₹210 per kg, broiler chicken is sold for ₹170 per kg in the FBC retail outlets.

The demand is gradually increasing through word of mouth. “We are now in a position to procure chicks and supply to the poultry farmers and are able to pay rearing rate of ₹20 per kg to the poultry farms,” he said.

For now, the association will study the challenges in the retail space, and gradually increase the number of retail outlets further by backing poultry farmers with entrepreneurial mindset, he said.