Asia drives the next wave of global poultry trade.

Poultry is steadily becoming the most dynamic segment in the global animal protein trade, driven by rising demand, shifting consumption patterns, and expanding production.

According to the latest report from the US Department of Agriculture, changes in supply and trade flows are reshaping the global poultry market, with Asia playing a central role.

China is at the forefront of this transformation. Its poultry production is expected to reach 17.3 million tonnes in 2026, overtaking Brazil and closing the gap with the United States. This growth has been supported by large scale integrated farming, increased breeding stock, and continued government backing. While production is rising quickly, domestic consumption remains relatively moderate, encouraging producers to look outward.

As a result, China is expanding its presence in export markets. Shipments are forecast to reach 1.4 million tonnes in 2026, nearly three times the level seen in 2020. Having become a net exporter in 2024, the country is steadily increasing its share of global trade. At the same time, its traditional markets such as Japan and Hong Kong are no longer as dominant, making way for emerging buyers across Southeast and Central Asia.

Countries like the Philippines, Cambodia, and Malaysia are now key destinations. Demand in these regions is growing rapidly, largely due to affordability and changing diets. Newer markets such as Kyrgyzstan, Russia, Afghanistan, and Iraq are also contributing to this expansion, showing how far China’s reach now extends.

There has also been a noticeable shift in the type of products exported. Frozen cuts and whole birds are becoming more common, replacing processed items. This aligns with demand in developing markets where lower priced and simpler products are preferred.

Despite its growth, China faces barriers in several major markets, including Europe and parts of the Middle East. This means competition with established exporters like Brazil and Thailand is intensifying, particularly in price sensitive economies.

Overall, poultry is becoming a key driver of protein consumption across Asia. As demand continues to rise, the region is set to play an even bigger role in shaping the future of global trade.

Vietnam Poultry Association drives sustainable growth in the sector.

Vietnam’s poultry industry is moving toward greener and more sustainable practices, marking a significant shift from traditional farming methods.

The Vietnam Poultry Association (VPA) outlined its plans for 2026 during its 2025 annual review conference held on March 6 in Ho Chi Minh City. The past year has been a turning point for the sector, signalling a clear commitment to sustainable and efficient production systems.

The VPA currently has 318 members, including 103 enterprises and cooperatives alongside 215 individual members. Over 2025, the association strengthened its governance by introducing 15 internal regulatory frameworks, consolidating six specialised committees, and opening a representative office in Ho Chi Minh City. These measures enhanced operational efficiency, transparency, and support for members.

Nguyen Quy Khiem, VPA Vice Chairman and General Secretary, said the association actively assisted member enterprises through communication campaigns, seminars, trade fairs, and both domestic and international trade promotion initiatives. These efforts have helped businesses expand partnerships and access new markets.

Member enterprises continue to play a central role in the poultry value chain. In 2025, they produced an estimated 530 to 550 million day-old chicks, accounting for 65 to 70 percent of the national supply, including 310 million coloured-feather chickens, 120 million white-feather broilers, and nearly 100 million ducklings. These products met domestic demand and were exported to Laos, Cambodia, and Myanmar.

VPA members also dominate poultry feed production, holding 60 to 65 percent of the domestic market. Several companies have developed large-scale veterinary medicine and vaccine production, exporting to over 50 countries and territories. Investments in modern slaughtering and processing lines have created fully integrated value chains, improving the overall value of poultry products.

A key achievement in 2025 was stabilising the market amid misinformation about ‘fake eggs’. The VPA worked closely with authorities and media to restore consumer confidence. Egg prices recovered from around US$0.05–0.06 per egg to US$0.07–0.08 by mid-year, and currently range between US$0.09–0.10.

At the conference, Chairman Nguyen Thanh Son noted upcoming challenges, including global market volatility, rising input costs, import competition, and stricter environmental and animal welfare standards. In response, the VPA plans to strengthen trade promotion, expand exports, provide more training for members, and continue supporting sustainable growth in the poultry industry.

Vitarich and Novogen collaborated to boost egg production in the Philippines.(Image credit: Vitarich)

Vitarich, one of the Philippines' most established names in poultry and animal feed production, has announced an exciting new chapter in local agriculture.

The company has entered an exclusive distribution partnership with NOVOGEN, a French breeding firm renowned for its work in layer genetics, bringing the NOVOgen WHITE breed to Filipino farmers for the very first time.

The announcement was made at a well-attended launch event held at the Clark Marriott Hotel, drawing around 250 guests ranging from farm partners and distributors to government representatives and media. The mood was optimistic, and rightly so.

VITA CEO Rocco Sarmiento, said, "This aligns with our commitment to improve the country's food security and livelihood opportunities by introducing superior genetics with excellent productivity and quality. Farmers are increasingly looking to trusted sources to help them increase production and incomes. With NOVOgen WHITE, we can deliver better value to farmers and stakeholders in the food industry including end consumers."

He went further, pointing to the broader significance of what the two companies are doing together. "What truly goes into producing a high-quality egg — one that is nutritious, affordable, and sustainably farmed? The answer lies not only in the care farmers provide but also in two critical factors: superior poultry genetics and optimal nutrition. Today, VITA and NOVOGEN are bringing these two elements together, ensuring that Filipino egg producers have access to world-class solutions that enhance productivity and profitability. This partnership also signifies an important step in international cooperation. The exchange of technology and expertise between France and the Philippines represents the kind of global synergy that leads to long-term economic growth and innovation."

NOVOGEN CEO Mickael Le Helloco, said, "Innovation has been in NOVOGEN DNA from the beginning. We use various tools to select and improve the products generation after generation: mix of traditional and innovative environments, genomic, RFID technology, and artificial intelligence. Thanks to the implementation of these tools in research and development, we have been able to speed up the yearly genetic progress by 2.5 times compared to the yearly progress observed 10 years ago. Today, NOVOGEN products are sold in more than 50 countries and sales is increasing every year at the global level and especially in Asia. To serve the local market and to succeed, we need a strong distributor, working closely with NOVOGEN team and if possible, with the same DNA: market knowledge, field oriented, feed expert, quality oriented, support and services. NOVOGEN had the chance to meet VITA a few years ago, and in few years, our teams have become closer by sharing the same values. This is just the first step for a long common story together."

So what makes the NOVOgen WHITE breed stand out? These hens are capable of laying up to 470 eggs per cycle across 100 or more weeks, all whilst consuming less feed per egg than competing breeds. Their eggshells are notably strong and consistent, and perhaps most importantly for the Philippine context, they adapt well to tropical climates without compromising output.

Farmers who come on board can also expect hands-on support covering housing, nutrition, laboratory testing, and general business management. It is a thorough package designed to give producers the best possible start.

Vitarich strengthens its foothold in the Philippines with Mindanao breeder farm deal. (Image credit: Vitarich corp.)

Philippine poultry giant Vitarich Corporation has taken a significant step forward in its growth ambitions, completing the USD 4.8 million buyout of Broilers Club Inc. (BCI), a breeder farm operation nestled in Davao del Sur, Mindanao.

The Definitive Agreement was signed on February 23, 2026, drawing the curtain on a deal that hands Vitarich full ownership of BCI's farm assets.

At the heart of the acquisition sits a 4.6 hectare plot of land in Sta Cruz, Davao del Sur, together with fully operational breeder farm facilities and equipment. BCI, which also trades under the name Southern Sunrise Agriventures, was founded back in 2018 with a focused remit of producing hatching eggs for poultry aggregators across the region.

The numbers speak for themselves. With BCI now firmly under its wing, Vitarich anticipates an 8% boost in breeder output, translating into a steadier and more dependable flow of broiler chicks to markets nationwide. Going forward, BCI will channel 100% of its day old chick production exclusively to Vitarich, with all earnings folded into the parent company's financial books.

The move is very much part of a bigger picture. Vitarich has been quietly but deliberately building a more resilient supply chain in response to growing poultry demand across the Philippines and wider Southeast Asia. Bringing BCI's operations in house not only tightens the company's grip on its production pipeline but also shields it from the kind of supply disruptions and feed cost pressures that have rattled the industry in recent years. Vertical integration, in short, is proving to be a smart play.

The transaction received full backing from Vitarich's board of directors, acting on the recommendation of its Organisational and Business Development Committee, signalling strong internal confidence in the strategy.

On the financial side, the US$4.8mn consideration was spread across share acquisition, loan reimbursements, land payments, and converted shareholder advances. An initial US$0.17mn was paid upfront as option money, US$ 2.38mn was settled at closing, and the remaining US$2.22mn will follow once share and land title transfers are completed.

Notably, the deal sat comfortably below the US$59.6mn threshold requiring Philippine Competition Commission scrutiny, allowing it to proceed without regulatory intervention.