Vitarich eyes expansion of broiler production

MANILA, Philippines — Listed poultry and feed manufacturer Vitarich Corp. plans to expand its broiler production, as it targets to get closer to consumers with value-added products in a bid to diversify its clientele.

“Our harvest is about four million kilos a month, nationwide. We’re reviewing that now. It’s planning season,” Vitarich president and CEO Rocco Sarmiento said.

The company sees potential to expand its poultry production in Central Luzon, Visayas and Mindanao.

Currently, the company’s production areas are in Isabela, Region III and Bicol in Luzon, Iloilo in Visayas, Davao and General Santos in Mindanao.

“In all areas, we see growth. For Luzon, our newer branches are in the north and south. But we are still looking to expand in central Luzon. Visayas and Mindano are still areas where we see long-term growth,” Sarmiento said.

With the ongoing threat of bird flu in the country, Vitarich has stepped up its biosecurity measures

“Our biosecurity efforts are paying off. We continue our strict biosecurity efforts and with a little luck, I think we will be okay,” Sarmiento said.

The expansion program will support its plan to further develop its value-added product segment.

“Because we’re going to expand in a lot of outlets…we need to grow more chicken to support that, plus we need to grow more chicken to support the value added products,” Sarmiento said.

Vitarich’s Foods segment is engaged in the growing, production, and distribution of chicken broilers, either live or dressed.

Its products are distributed to wet markets, supermarkets, hotels, and restaurants while its dressed chicken products are distributed and sold under the Cook’s brand and under the Fresh, Freshly Frozen, and Flavor Origins variants.

The Foods segment makes up more than half of the company’s revenues. Its current market are commercial customers such as hotels, restaurants and institutions (HRI).

“For this year, the biggest one is our effort to be closer to consumer. Last year, we came out with three flavors of our flavor origins. This year, we are developing more which will probably be released next year,” Sarmiento said.

To penetrate the consumer market, Vitarich is growing its distribution channels to make its value-added products more visible.

“Our products are visible in the VizMin areas, but it’s kind of alien in Luzon. But we’re working on that. By the end of the year, you will find us in every major grocery,” Sarmiento said.

Vitarich is one of the pioneering firms in poultry and feed manufacturing in the country.