Selling processed chicken: customers, labelling, traceability, complaints, brand image
A live chicken is sold at the market by looking at it; a processed chicken is sold on trust: the customer sees only a cold bag and a label, and he must believe that what is inside is safe, of the stated weight and of the written date. This lesson teaches how to build that trust: know your customers and what each one demands, write a complete label, link every bag to its lot and its farmer, handle a complaint without losing the customer or denying the problem, and make a unit a brand that people ask for by name, like the frozen chicken of NEXTEKCI in Agnibilékrou.
15 min read · 5-question quiz at the end
By Abdul Hussein ChoumanFounder of NEXTEKCI · Agnibilékrou hatchery since 2006This lesson is part of Slaughterhouse and processing specialisation. It opens to every registered student, from free registration. Levels 1 to 5 and the tracks remain readable by everyone.
A live chicken is sold at the market by looking at it; a processed chicken is sold on trust: the customer sees only a cold bag and a label, and he must believe that what is inside is safe, of the stated weight and of the written date. This lesson teaches how to build that trust: know your customers and what each one demands, write a complete label, link every bag to its lot and its farmer, handle a complaint without losing the customer or denying the problem, and make a unit a brand that people ask for by name, like the frozen chicken of NEXTEKCI in Agnibilékrou.
- ✓Describe the six types of customers of a small slaughterhouse, what each buys, demands and complains about
- ✓Write a complete and compliant label for a fresh or frozen chicken, and set the use-by date
- ✓Set up upstream (farmer) and downstream (customer) traceability from the lot number, and know how to withdraw a lot
- ✓Handle a complaint in five steps and build the brand image on regularity, cleanliness and keeping one's word
- Knowing your customers: six profiles
- The label: what it must say
- Traceability: from the bag to the farmer, and back
- The complaint: five steps
- Brand image: what people say about you
- Going further
- •Six customer profiles (maquis, restaurants, shops, households, institutions, resellers), each with its products, rhythm, demands and complaints; a card per customer; calibrate on the scale so that "all the legs are the same".
- •Label on every bag: product and state, net weight, slaughter date and lot, use-by date (fresh: slaughter + 3 to 5 days minus one; frozen: + 9 months in a cell, 6 in a chest), storage temperature, contact details and licence; paper and glue that hold in the cold.
- •Traceability: lot = date reversed + farmer's initial; on the lot sheet, the tubs, the stock sheet, the signed delivery notes, the customer cards; it allows a specific lot to be withdrawn within an hour.
- •Complaint in five steps: listen and record, secure, replace fast, look for the cause in the registers, correct and reply; complaints register reread every month; never deny or disappear.
- •Brand = what customers say about the unit: regularity, visible cleanliness, keeping one's word, identity and legible origin; visits, real photos, recommendation; less than 2 % complaints per delivery; never a word against another unit.