Golden Range Poultry (Pty) Ltd is a private company to be incorporated under the Companies Act 71 of 2008, operating in South Africa. Its tagline, “Naturally Raised. Honestly Better.”, communicates a premium positioning built on natural production, animal welfare and honest, traceable quality, with broad expansion potential across poultry products, eggs and processed foods.
Vision and mission
The vision is to become Southern Africa’s most trusted premium free-range poultry brand. The mission is to produce healthier poultry through ethical farming practices while delivering superior returns to investors, an explicit dual commitment to welfare and returns that sits at the heart of the brand.
Core differentiators
The Company differentiates through 100% free-range production, antibiotic-responsible farming, certified animal welfare, sustainable farming, renewable energy, premium retail branding, full traceability, a diversified product portfolio and ESG-focused operations. In a market dominated by intensive commodity production, these are the foundations of a defensible premium position.
Shareholding and leadership
|
Shareholder |
Position |
Ownership |
|---|---|---|
|
Michael van der Merwe |
Founder, Executive Chairman & CEO |
38% |
|
Dr Sarah Ndlovu |
Executive Director — Production & Animal Health |
22% |
|
Daniel Jacobs |
Non-Executive Director |
20% |
|
Emily Botha |
Independent Director |
20% |
The founding team combines over 18 years of commercial poultry and agribusiness experience (Founder & CEO), veterinary, welfare and biosecurity expertise (Executive Director, Production & Animal Health), corporate strategy, fundraising and expansion (Non-Executive Director), and FMCG and retail-partnership experience (Independent Director). The team holds 100% of equity at the outset, aligning management and ownership, and the mix of production, veterinary, agribusiness and retail skills maps directly onto a vertically integrated, brand-led poultry business.
The long-term ambition
The long-term strategy is to scale production beyond 5 million birds annually, develop a nationally recognised premium poultry brand, expand into neighbouring SADC markets, launch additional premium protein lines including turkey, duck and specialty eggs, and position the business for a strategic acquisition by a leading agribusiness or food company, or for a public listing on the JSE, within eight to ten years. The R165 million sought here funds the foundational integrated platform.