In Ethiopia, the partnership between Chico Meat Ethiopia (CME) and 2SCALE aims to reach more than 30,000 Urban Base of Pyramid (BoP) consumers with a consistent supply of quality chicken products at competitive prices.
Chicken meat is an important component for a healthy and well-balanced diet due to its high nutritional content. However, its consumption in Ethiopia remains low.
To enhance local consumption, the partnership aims to develop two new products- chicken meat sticks (chicken kebab) and marinated chicken cuts - targeting BoP consumers. CME is taking the lead role in the product development process. Since the inception of the partnership in April 2021, chicken meat stick (chicken kebab) has been introduced to the market. Despite being an international cuisine it is not common in Ethiopia and is mainly available in a few eateries.
Product development process
Developing the chicken kebab recipe took around three months. To ensure quality, CME engaged a professional chef to lead the process. It entailed picking out the most appropriate chicken cuts, identifying well-accepted local spices, product preparation, best processing techniques (grilling skills and methods), and tasting events targeting random consumers.
According to Mr. Jaco Dekker, the General Manager of CME, the introduction of such products will not only lead to an expansion in the consumption of chicken but will also serve to improve the nutrition of BoP consumers. He explains :
Though the market share of chicken meat sticks (chicken kebab) is small compared to other products we currently sell, it is an important step towards CME’s business ambition. This product will serve as affordable chicken meat in the local markets with emphasis to improve the nutrition of urban BoP consumers.