Introduction

Vietnam's chicken egg market is experiencing a golden age, with production reaching a massive 14.1 billion eggs in 2023 (N. Tri, 2023). This surge, however, brings a crucial shift – the rise of humane eggs. Consumers are increasingly seeking ethically sourced eggs, ensuring the chickens that laid them lived happy and healthy lives.

While Northern and Southern regions are embracing this ethical approach through poultry farming model changes, the Central region lags behind. But here's a story of a trailblazer: Mr. Diep, a Quang Nam province chicken-for-meat farmer. Recognizing the evolving consumer preference, Mr. Diep made a bold move – pioneering the switch from meat to humane egg production.

Embarking the journey

Mr. Diep's farm started small. Nestled in Quang Nam province, it supplied "Ac" chickens, a prized Vietnamese black meat breed, to local restaurants, stores, and shops. Back then, eggs were merely a side hustle.

His operation had 1,000 free-range chickens, catering primarily to organic food stores and small agents within the province. While meat sales were the main source of income, a deeper desire flickered within Mr. Diep – a vision to transition to a free-range egg farm.

This shift wasn't just about ethics (though that was crucial). Mr. Diep saw the potential for stable, long-term revenue with free-range eggs compared to the volatile meat market. However, limited market access kept his vision grounded.

A Hesitant Step Towards Change: Mr. Diep Meets HealthyFarm

The dream of a free-range egg farm simmered within Mr. Diep, but the harsh reality of limited market access kept it on hold. Then, in June 2022, he encountered HealthyFarm, working to develop the humane eggs market by supporting local farmers. While the concept resonated with Mr. Diep's vision, skepticism clouded his initial response. HealthyFarm's invitation to become a partner was met with hesitation.

"Initially, I was very hesitant because I didn't understand the HealthyFarm project well and had no intention of expanding the farm. I wanted to deliver eggs to my regular customers as usual. More importantly, I was worried about paperwork such as VAT invoices and egg quality tests since I think their costs are too high and unnecessary for my then business.", said Mr. Diep.

From Skeptic to Believer: A Year of Discovery with HealthyFarm

For nearly a year, Mr. Diep embarked on a journey of discovery with the HealthyFarm team. Cautious at first, numerous meetings and discussions chipped away at his initial hesitation. This collaboration opened a new world for Mr. Diep. He delved into the concepts of "poultry farming," "humane eggs," and "animal welfare" for the very first time. HealthyFarm's research and reports also presented a compelling picture: a thriving market for humane eggs, driven by high demand from both corporations and consumers.

This realization was a turning point. The untapped potential of the humane egg market bloomed before Mr. Diep's eyes, ultimately fueling his decision to transform his poultry meat farm entirely.

"I have always wanted to focus on natural, humane products for long-term development rather than slaughtering animals before, but I was nervous to take risks. When talking and working with HealthyFarm, I know there is a substantial market for humane eggs. As the egg industry evolves, the humane eggs market is on the rise to compete and replace caged eggs. That's why I decided to cease chicken-for-meat production and invest in caged-free, humane eggs to the best of my ability.", said Mr. Diep.

Taking step-by-step changes

Transforming a meat farm into a thriving egg farm is no easy feat. It requires resilience and a willingness to embrace change, qualities Mr. Diep possesses in abundance. Through meticulous steps, he nurtured his brand, "Diep Oanh's Eggs," into the successful operation it is today.

The initial hurdle on Mr. Diep's path wasn't building new coops or acquiring hens. It was a mountain of bureaucracy. Meeting the stringent documentation requirements of corporate clients meant securing permits like egg quality tests, VAT invoices, business licenses, and food hygiene/safety certificates. These requisites translated to significant upfront costs for Mr. Diep.

Fortunately, HealthyFarm emerged as a crucial partner. Recognizing this initial obstacle, they provided much-needed financial support for the egg quality test and guided Mr. Diep through the complex paperwork process.

Compliance was just the first hurdle. Mr. Diep, with an eye on sustainable sales, actively pursued new customer acquisition. He understood the need for a wider market beyond his initial local reach. Here, HealthyFarm's extensive network proved invaluable. They connected him with a network of potential buyers, including international restaurants, hotels, and resort chains operating in key tourist destinations like Da Nang City and Hoi An Ancient Town.

This wasn't a solely passive approach. Mr. Diep actively participated in local market fairs and trade shows. His dedication to brand awareness played a vital role in expanding his reach and securing a stable customer base.

Mr. Diep readily admits humane egg production is a different ball game compared to conventional caged operations. “Raising humane chickens means allowing them to walk, run, and exercise; sometimes they even fly away, so we must watch them. They lay fewer eggs than industrial chickens as they are busy playing,” he chuckles. Unsurprisingly, they lay fewer eggs - they're busy being chickens, after all.

However, Mr. Diep understood prioritizing his hens' well-being was crucial for long-term success. To bridge the knowledge gap, he actively participated in technical training sessions organized by HealthyFarm. This dedication to learning optimized both his hens' welfare and the farm's productivity, ultimately leading to a thriving operation.

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Hard work pays off

Mr. Diep's dedication and foresight have paid off in spades. "Diep Oanh's Eggs" is now experiencing a period of unprecedented growth across production, delivery, and sales. The results speak for themselves:

-Sales Surge: Just six months after prioritizing compliance, egg sales skyrocketed by 29 times, jumping from 1,000 eggs to a staggering 29,000 in a single month!

-Quality Assurance: Passing the egg quality test provided increased consumer confidence, further fueling sales.

-Operational Excellence: Facility upgrades, improved egg handling practices, and a streamlined delivery process ensured efficiency and quality.

-Expansion and Sustainability: The farm now boasts a flock of 4,000 chickens, producing a remarkable 96,000 eggs per month at an impressive 80% production rate.

2023 has been a banner year for Mr. Diep. "Diep Oanh's Eggs" has successfully delivered over 255,000 eggs to high-profile establishments in Da Nang, including Hyatt Regency, Pizza 4P's, and Four Seasons Hotels.

This success isn't the end of the journey. Mr. Diep is setting his sights even higher. He's currently building a new farm, and not just any farm – it's poised to become the Central region's first facility to be awarded Certified Humane – a globally recognized animal welfare certification.

Looking Ahead: Sustainable Practices and Big Dreams

As Mr. Diep reflects on his journey, he acknowledges a profound shift in his business mindset since embracing humane egg production.

Previously, his focus was on small-scale, family-run operations. Now, he confidently navigates the world of corporate clients. This transition has equipped him with valuable skills in communication, adaptation, and professional conduct.

Mr. Diep has his sights set firmly on the future:

-Sustainable Solutions: He's actively exploring a pilot model with HealthyFarm that utilizes black soldier flies for chicken feed. This innovative approach has the potential to reduce feed costs and promote environmentally friendly farming practices.

-Expanding Horizons: He's also dedicated to completing his business profile, paving the way for connecting with even larger customers in the future.

As a businessman, Mr. Diep believes that embracing humane farming is the right choice.

“In the past, our ancestors raised chickens without cages. When society developed, some chose to raise caged chickens for quicker turn-around, less costs, and more profits. However, I believe in the traditional farming practices, which is more humane to laying hens. Although productivity is lower and technical skills are more challenging, I believe that this approach is the path to long-term, sustainable farming.”  

Conclusion

Mr. Diep's transformation embodies the burgeoning potential of the humane egg market. His willingness to embrace change not only improved the lives of his hens but also unlocked new business opportunities.

This shift transcends animal welfare. Mr. Diep's story highlights how humane egg production fosters a progressive mindset among farmers, leading to sustainable and compassionate business practices.

Key takeaways:

-Market Growth: The story underscores the growing consumer demand for ethically sourced eggs, paving the way for a thriving market.

-Farmer Empowerment: Embracing humane practices opens doors to new customer segments and fosters long-term business success.

-Sustainable Future: Humane egg production aligns with a more responsible and ethical approach to food production.

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References

N. Tri. (2023, October 14). Sản xuất 14 tỷ quả trứng gà/năm, người Việt dùng bao nhiêu, xuất khẩu rất ít? Báo Tuổi Trẻ. Retrieved February 22, 2024, from https://tuoitre.vn/san-xuat-14-ti-qua-trung-ga-nam-nguoi-viet-dung-bao-nhieu-xuat-khau-rat-it-20231014140847063.htm

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