Abstract
Meat is one of the major sources that fulfills protein and vitamin need of human body. Because of increased urbanization and change in human eating habits the global demand of meat has been increasing. At present, in Pakistan, poultry consumption is the key source of the general masses to get the mandatory protein and nutrients. The foremost impact of the poultry industry is to boost up nutrients value and provide an inexpensive and economical source of meat for the masses. Globally, the poultry industry has shown exponential growth and profitability in the sector is considerably higher. However, in the case of Pakistan both producers and consumers are unable to reap the benefits. Consumers and poultry farmers, the two extreme of value chain are in surplus loss because of no. of agents in the supply chain. Keeping in view the importance of poultry industry, the study has attempted to assess the economic viability of the poultry farmers in district Mardan, Khyber Pakhtunkhwa by evaluating profitability of various actors involved in the poultry industry. The total of 200 farmers, commission agents and consumers were surveyed using multistage sampling technique. Building on quantitative industry figures the study also highlighted various qualitative problems and factors which are responsible for the production, and profitability of the poultry industry in the district. The results of the study revealed that the unfair and unwarranted distribution of profits among producers, commission agent and retailers are the major impediment to the extension of the poultry industry in the district. The results of the study quantified that the commission agent obtain 37% of the abnormal profit which results in inflated consumer prices. At the same time none of the profit get invested back in the industry as producer keep struggling to meet financing requirements. Henceforth, to improve nutrient consumption of consumers steps are required to be taken to provide level playing field to all the agents involved and to provide easy market access to producers.
Manzoor Hussain Memon. (2021) Economic Viability of Poultry Farmers in Pakistan: A Case Study of District Mardan, Khyber Pakhtunkhwa, Journal of Innovative Sciences, Volume 7, Issue 1.
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