SOUTH AFRICA – Astral Foods has introduced a new Southern Style Crumbed Chicken range under its Earlybird Farm brand, now packaged in resealable packs for added convenience.
The Earlybird Farm brand, established in 1968 in Standerton, started as a small poultry farming operation before expanding into a recognized name in South African households.
Astral Foods, one of Southern Africa’s leading integrated poultry producers, has built its reputation on the foundation laid by Earlybird Farm, which emphasizes quality and community development.
The new product line includes pre-cooked crumbed chicken thighs and strips, designed for oven baking or air frying to cater to consumers seeking quick, high-quality meals.
Modern packaging and the premium nature of the product aim to attract busy consumers who prioritize convenience and quality in their meal choices.
Astral Foods has framed the Earlybird Farm range as a standalone premium offering within its broader portfolio, which also includes brands such as Goldi Chicken and County Fair.
The company currently manages 34 million broilers across its operations, with a weekly processing capacity of approximately 6.23 million birds, producing 490,757 tons of poultry products in 2024.
Astral Foods operates through four integrated broiler production facilities, including County Fair in the Western Cape, Festive in Olifantsfontein, and Mountain Valley in Camperdown.
Goldi, based in Standerton, specializes in individually quick-frozen (IQF) poultry products, adding to the diversity of Astral’s offerings.
Astral’s latest product range comes as the company publishes its 24th Integrated Report for the financial year ending September 30, 2024.
The report details the company’s financial and operational performance, covering economic, environmental, and social activities during the fiscal year.
Astral Foods has highlighted its laboratory services, Central Analytical Laboratories, which conduct animal feed analysis, water testing, and tissue residue examinations.
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