In a groundbreaking development for Tanzania’s poultry sector, Hill Group has launched the country’s first industrial poultry processing plant. This venture aims to revolutionize the chicken market, introducing innovative practices to meet the rising demand for chicken among Tanzanian consumers.
The Vision Behind The Processing Plant
Tanzanian entrepreneur Hillary Shoo envisioned this transformation back in 2014, aspiring to modernize chicken processing in Tanzania. His goal was to industrialize the poultry sector while achieving vertical integration for Hill Group. With the support of Marel, a leading provider of advanced processing solutions, Shoo’s dream took shape, culminating in the factory’s commissioning in July 2023.
Early Steps Toward Innovation
Reflecting on his journey, Shoo recalls meeting Marel at the International Production & Processing Expo (IPPE) in Atlanta. He was impressed by their responsiveness and expertise, which played a pivotal role in his decision-making process. “From the start, Marel stood out for their quick communication and dedicated support. They guided me through each step, making the process manageable despite my lack of experience in the industry,” Shoo shared.
His experience with Marel was not just about finding a partner; it was about finding a mentor in the business of poultry processing. This collaboration set the stage for a significant shift in how poultry would be processed in Tanzania, moving from informal methods to a structured, industrial approach.
A Collaborative Turnkey Project
The new processing plant, located in Dar es Salaam, is a testament to the close collaboration between Hill Group and Marel’s project team. Shoo was actively involved in the entire construction and operational setup, ensuring that every detail was meticulously attended to.
Building from the Ground Up
The collaboration exemplifies a turnkey project approach. Marel played a crucial role in helping Hill Group establish essential utilities and coordinating the machinery installation. “Marel supported us in completing our building and ensuring the necessary utilities were in place, making it a turnkey project,” Shoo explained. “We have been working hand in hand to ensure that machinery can be connected properly and that the building is entirely ready to receive the processing line.”
Marel’s team not only assisted with the infrastructure but also provided insights into the best practices for poultry processing. For instance, they advised on creating a specific climate in the receiving area to maintain optimal conditions for the chickens. This kind of detailed attention is crucial in a business where quality control can significantly impact product safety and customer satisfaction.
Addressing Tanzania’s Poultry Demand
With a rapidly growing population of around 63 million, Tanzania is experiencing an increasing appetite for chicken, especially during social gatherings. Traditionally dominated by wet markets, the poultry industry is now poised for a significant shift. Hill Group is one of the few fully automated poultry processing facilities in East Africa, setting a new standard for efficiency and quality.
Changing Consumption Patterns
As the standard of living rises in Tanzania, consumers are increasingly turning to chicken as a primary protein source. At social events, whether weddings or community gatherings, chicken is a staple dish. “No one has been processing chicken industrially as we do. Hill Group is one of the few fully automated poultry plants in East Africa,” Hillary Shoo noted.
The shift from wet markets to industrial processing is essential not just for quality but also for meeting hygiene standards. With the increasing awareness of food safety, consumers are more likely to trust products that come from regulated, clean environments.
Ensuring Quality and Affordability
Shoo emphasizes the importance of accessibility in the chicken market: “Restaurants are crucial clients for us as they move away from wet markets. However, we aim to serve all market segments, ensuring that our chicken products remain affordable for low-income consumers without compromising quality. We want to be the go-to brand, so when people ask, ‘Which chicken should I buy?’ the answer is unequivocally Hill Chicken.”
Commitment to Quality
Hill Group’s approach is driven by a commitment to quality at every stage of production. From sourcing healthy live birds to maintaining rigorous hygiene protocols during processing, every step is designed to ensure that the final product meets high standards. The processing plant has been equipped with the latest technology to automate tasks while adhering to halal practices, catering to the diverse dietary needs of Tanzania’s population.
Processing Capacity and Technological Advancements
The processing capacity at Hill Group starts at 3,000 birds per hour (bph) and is designed for an easy upgrade to 6,000 bph. This flexibility is crucial in a growing market where demand can fluctuate significantly.
State-of-the-Art Processing Techniques
The state-of-the-art facility utilizes advanced technology, beginning with floor scales linked to the Innova system for weighing live birds upon arrival. After weighing, the birds undergo a humane electrical stunning process, followed by manual killing to ensure compliance with halal standards. This attention to detail is essential in building trust with consumers who prioritize ethical treatment of animals.
From scalding and plucking to evisceration, all steps utilize Marel equipment, including an automated evisceration line featuring a Nuova eviscerator. This technology not only enhances efficiency but also reduces the likelihood of human error, resulting in higher-quality products. The setup allows for seamless expansion, requiring minimal investment to accommodate future growth, which is a significant advantage in a rapidly changing market.
Catering to Diverse Needs
Hill Group recognizes the diversity of consumer preferences in Tanzania. As part of their processing capabilities, they also prepare chicken feet and giblets for the market, responding to local consumption habits. While currently processed manually, the facility is designed to support future automation, ensuring that they can scale operations as demand increases.
Emphasizing Local Tastes
In Tanzania, chicken feet, livers, gizzards, and other giblets are popular among consumers. Hill Group’s ability to process these items allows them to tap into a niche market, catering to local culinary preferences. After evisceration, products are chilled in a water chiller and sorted by weight using a Compact Grader. This careful handling ensures that all products meet the quality expectations of consumers.
Around 70% of products are marketed as whole chickens, while 30% are cut into parts for supermarkets and local markets. This flexibility in product offerings allows Hill Group to cater to a wide range of consumers, from families looking for affordable whole birds to restaurants seeking specific cuts for their menus.
Distribution Strategy
To ensure effective distribution, Hill Group operates its own fleet of trucks, focusing on major urban centers like Dar es Salaam, Mwanza, Arusha, Morogoro, and Dodoma. This logistics capability is critical for maintaining freshness and quality, as chicken is a perishable product that requires careful handling during transportation.
Expanding Market Reach
The distribution strategy is designed to reach as many consumers as possible. By focusing on urban areas where the demand for chicken is high, Hill Group can maximize its market penetration. Additionally, their commitment to affordability means that they can serve a broad demographic, from street vendors to upscale restaurants.
The Future of Hill Group and Tanzania’s Poultry Industry
As Hill Group establishes itself in the poultry market, the future looks promising. With plans for expansion and continued investment in technology and processes, the company is poised to play a significant role in shaping Tanzania’s poultry landscape.
Community Impact
Moreover, this venture is expected to have a broader impact on the community. By providing jobs, supporting local farmers through sourcing practices, and offering affordable chicken products, Hill Group is contributing to economic growth in the region. This alignment with community values and needs is crucial for building brand loyalty and trust among consumers.
Sustainability and Ethical Practices
Looking ahead, sustainability will likely play a significant role in Hill Group’s operations. As awareness of environmental issues grows, consumers are increasingly favoring brands that demonstrate a commitment to sustainable practices. Hill Group can position itself as a leader in this area by implementing eco-friendly practices in its processing and distribution operations.
Conclusion
With the launch of this innovative poultry processing plant, Hill Group is not only enhancing the efficiency of chicken production in Tanzania but also setting a benchmark for quality and affordability in the industry. As the poultry market evolves, consumers can look forward to a reliable source of quality chicken—Hill Chicken.
By focusing on innovation, collaboration, and community engagement, Hill Group is poised to lead the way in transforming the poultry sector in Tanzania. As they continue to grow, their commitment to quality and accessibility will ensure that they remain a trusted choice for consumers across the nation.
