In Kenya’s rural communities, women are changing the landscape of poultry production, playing vital roles in income generation and contributing to food security. This case study focuses on three women and three different levels of engagement with Uzima Chicken in Kenya. Juliet, an Area Sales Manager (ASM) who leads a team of 8 sales reps across Bomet County. Decla, a Sales Representative (SR) who supports and sells day-old-chicks to Agents in Chepalungu sub-county. And lastly, Alice, an Agent who broods and sells Uzima’s SASSO dual-purpose poultry to smallholder farmers in and around her community.

Juliet: Leading the distribution of DOCs to rural communities

Juliet, is the ASM for Bomet County and she joined Uzima Chicken in 2022 having previously worked with other poultry companies across Kenya. At Uzima, she leads a team of SRs, primarily women, who help her reach and support agents in rural areas. Juliet’s role requires her to recruit, train, and support SRs, focusing on developing them into high performers, with 50% of her SRs being “rockstar SRs”. To ensure her team is motivated and efficient, she spends most of her days in the field visiting their various sub-counties, emphasizing qualities like consistency, ambition, and a genuine interest in poultry farming.

Juliet’s management has seen her build a team of "rockstar" SRs, individuals who exhibit exceptional commitment and results in selling to and supporting Agents brood and sell day-old-chicks (DOCs). For Juliet, the most rewarding part of her job is seeing the growth of her agents—from initial small orders of ~300 DOCs per cycle, to larger, more consistent orders of chicks, upwards of 800+ DOCs. Challenges, such as mobility in rural communities have presented however Juliet learned to ride a motorbike and now has a reliable means of transport to travel to reach more agents across her county. Juliet’s persistence and positive attitude highlight the resilience of women in the poultry sector, she was the top performing ASM in Q3 2024 and hopes to continue to hold this status in quarters to come!

Juliet's advice to women in similar positions is “My advice is to never give up, at times it can be challenging but they should never give up. The more you work, the more you sell, the more you sell the more you earn. Having a positive attitude in this job goes a long way, and can help you help farmers to become healthier and wealthier!”

Decla: Creating Connections and Opportunities

The SRs under Juliet’s supervision are the key connection between Uzima and their brooding agents. Decla has been an SR with Uzima for over one year, and actively promotes Uzima chicks everywhere she goes. Decla has found success sharing information about the chicks at church, local village meetings, on the radio and even in matatu!(Kenya’s local transport). Decla has worked with other breeds of chickens in the past, and has chosen to focus only on Uzima because she feels the SASSO breed is truly the best for rural farmers.

Decla is happy and satisfied with her profits, earning a stable income which she uses to support her family, cover personal expenses, and increase her financial independence. Decla is always looking to support her agents, ensuring they are well equipped to brood and sell Uzima birds, and make sure the agents receive a quality product.

Decla’s advice to women in similar positions is “Work hard and love your job, at the end of the day, how much you put in is how much you will get out. Don’t be afraid to talk to everyone! When you talk more, you’ll sell more and ultimately gain the benefits of being in this position.”

Alice: The Dedicated Agent

Alice has been an Uzima agent for over a year, steadily growing her business. Starting with an order size of 300 DOCs, she now orders 500 DOCs each cycle. She aims to increase this to 1,000, by 2025 given the high demand in her area. Alice’s daily routine includes feeding, cleaning, and monitoring the chicks’ health. As an agent, she ensures smallholder farmers receive high-quality, well-brooded chicks. Her efforts allow these farmers to sell eggs and chicken for income, or raise them for family consumption, adding value to their livelihoods.

Alice’s journey reflects the broader impact Uzima Chicken has on women in Kenya. Her profits help her pay for her children’s school fees and household expenses, illustrating how poultry farming serves as a reliable income source for women. Alice believes that by increasing her chick numbers, she can amplify her income and, in turn, contribute to the wider goal of accessible and nutritious food in her community.

The women in these roles are motivated by more than just economic gain. They see their work as a way to uplift their communities, making farmers around them healthier and wealthier. Juliet aspires to be the ASM of the year, a testament to her dedication to professional growth, Decla seeks to recruit even more rockstar Agents, and Alice has ambitions of doubling her average order size. All of these goals will directly benefit smallholder farmers.

The stories of Juliet, Decla, and Alice highlight the potential that women can play in small-scale poultry production in Kenya and across the region. Through roles in management, sales, and direct farming, these women have created pathways for economic self-sufficiency and community support. Their contributions not only strengthen Uzima Chicken's impact but also build a model of resilience, cooperation, and prosperity for other women in similar roles.

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