“Value creation pays”: a business model canvas approach to improve post-production activities in Senegal’s broiler industry

Abstract

The chicken production sector of Senegal has witnessed a significant growth after the ban on imported chicken meat was enacted in 2006. Nevertheless, the post-production sector which entails processing, distribution and marketing of chicken meat remains almost undeveloped. This study was carried out with an aim of first assessing activities in the post-production chain in detail, and second, proposing solutions for upgrade dwelling on the Business Model Canvas. As assumed, this study finds very minimal value addition activities in the chain. Moreover, processing, distribution and marketing activities pose significant health threats to consumers. Overall, an expansion of the cold chain and processing of broiler meat into pieces is recommended to ensure food safety and product diversity and accessibility. The business model canvas describes recommendations for improving activities in the chicken meat value chain and focuses on collaboration, sustainability, and scalability. The jobs created at the level of production due to the import ban could be of great importance to the economy of Senegal. For this reason, activities in the post-production chain should be given the needed attention.