About us
Easy Chicken Club started on a broiler chicken farm
We’re a South African company that brings small-scale commercial broiler chicken farmers together, so they can farm with the support and market access of a large poultry business.
Our story
When we started broiler chicken farming about ten years ago, we couldn’t find day-old chicks anywhere. We got so desperate that we bought from a seller we didn’t know, and we were sold male layer chicks. However well we fed them, they never grew like broiler chickens.
Without quality day-old chicks, there is no broiler chicken farming. And it wasn’t only us. Small-scale commercial farmers across South Africa struggle to find chicks and often pay more for their inputs. They farm without the records, advice and markets that big producers take for granted.
We started by building an app to help farmers keep records and run each flock. Then farmers told us what held them back most: they often can’t buy directly from major suppliers, because they aren’t VAT registered and their individual demand is too small. So we added coordinated procurement, and MamaG for advice at any time.
Next comes the Easy Chicken Hub.
Along the way
- 2023: our first website, easychicken.africa, and our first farming guides
- 2024: Easy Chicken Club (Pty) Ltd registered
- 2025: the first Easy Chicken App, with placement planning and records
- 2026: MamaG, our AI poultry advisor, and the new Easy Chicken App
What we’re working towards
A local food system where local demand drives local production, and small-scale commercial farmers produce together with the scale and support of a large poultry business.
How we work
- Farmers first. Everything we build has to give farmers something back.
- Honest about what’s real. We say what works today and what’s coming next.
- Stronger together. A network can do what no single farm can.
Who we are
Easy Chicken Club (Pty) Ltd is a South African company, registered in 2024.
Flo Mosoane, Founder and CEO
A broiler chicken farmer, and an entrepreneur and innovation ecosystems builder with experience designing and scaling enterprise and agritech ecosystems across Africa.
The farmers we work with
Our farmers raise broiler chickens to sell: usually 400 to 5 000 or more birds a flock, six to seven flocks a year, in open-sided, naturally ventilated houses. They’re the missing middle: too big for the informal market and too small for the corporate poultry industry.
- 62% of those who told us are women or under 35
The change we’re working for
Our work supports these UN Sustainable Development Goals:
- No poverty (Goal 1): profitable small farms in rural and peri-urban areas.
- Zero hunger (Goal 2): more chicken produced locally, for local demand.
- Gender equality (Goal 5): poultry is one of the most accessible farming businesses for women, and most of the people who told us are women or under 35.
- Decent work and economic growth (Goal 8): work on farms today, and jobs in every hub later.
- Industry, innovation and infrastructure (Goal 9): digital tools now, shared infrastructure next.
- Responsible consumption and production (Goal 12): planned production and less waste.
Recognition
Flo Mosoane was invited by the Vienna Institute for Global Studies to an innovation summit in Austria, to join the panel “What will our children eat in 2050?”, and recorded a podcast with the head of the institute.