From global to local: Global poultry traders need to refocus strategies

RaboResearch recently published its World Poultry Map and accompanying note World poultry map 2025: Slower trade growth and changing trade flows amid higher volatility. This note provides a forward-looking view of the world poultry markets and global poultry trade for the next five years. Although we expect global trade to keep growing by 1% to 2% per year during this period, it will trail global annual production growth of 2% to 3%. Rising geopolitical tensions, increased competition, government emphasis on food security and local economic development, more sustainability-driven regulations and market drivers, and limited multilateral trade agreements will challenge global trade. This will lead to a further shift from global to local trade, significantly impacting companies active in global trade.

To access the growth expected in markets like Asia, Africa, and Latin America or supply key import markets like the EU, UK, China, or Japan, companies need to refocus their global trade strategies. Adopting a more global investment strategy has significant benefits, including increased access to local market growth and distribution and more opportunities to create added value while reducing risks. Increased risks due to ongoing pressure from avian influenza, geopolitical tensions, and competition add urgency to the need to refocus.

We identify four core approaches companies can apply in response to these developments: 1) invest in growing local markets, 2) create higher export value by shifting products and markets, 3) diversify into more export platforms, and 4) secure supply from international markets. A company can combine these investment options depending on its strategic background. For investors who decide to globalize their business model further, the key is to adjust to the local business culture and to fine-tune international business models to local operational practices and market conditions. Companies that do so must decide whether to invest in full operational control or to team up with local investors, whereby companies specialize based on their strengths.

For all moves, companies will need to place greater focus on the market and on sustainability to adjust to changing consumer and customer demand and production requirements.