Poultry company Rainbow on August 28 marked the commemoration of its sixtieth anniversary with an event held in Hammarsdale, in KwaZulu-Natal.

This occasion served as a tribute to Rainbow's six decades of “unwavering dedication to shaping the poultry processing landscape”, the company says.

Rainbow also heralds the revival of the second operational shift at the company’s distinguished Hammarsdale P2 processing plant, signifying a strategic leap forward.

“At the heart of this achievement lies the essence of the Poultry Sector Master Plan – a visionary blueprint encompassing facets such as investments, employment generation, poultry exports and the cultivation of contract growers.

“This achievement stands as a testament to Rainbow's commitment to fostering expansion and catalysing growth within the poultry industry,” states the company.

Trade, Industry and Competition Minister Ebrahim Patel, Agriculture, Land Reform and Rural Development Minister Thoko Didiza, KwaZulu-NatalAgriculture and Rural Development MECSuper Zuma and eThekwini Mayor Mxolisi Kaunda attended the event and collectively extended their resolute support to the local poultry industry.

Rainbow notes that their presence underscored Rainbow's pivotal role in driving progress within the sector and uplifting communities at large.

Joining these dignitaries were other esteemed guests including investment company Remgro representatives Pieter Louw and Mangaka Meso, industry body South African Poultry Association GM Izaak Breitenbach, as well as contract growers and farmers, among others.

Further, about 230 dedicated Rainbow employees joined in the celebration.

Rainbow's strategic expansion of the P2 Processing plant marked an investment of R220-million, further bolstered by an additional R400-million from contract growers.

This comprehensive initiative encompasses an intricate overhaul of the entire supply and production chain within the KwaZulu-Natal region, spanning from farms, hatchery operations to processing facilities, Rainbow explains.

Key project components included the construction of 120 incremental new broiler houses, enhancements to the hatchery, the installation of air-cooling systems and equipment at the processing facility, and the construction of state-of-the-art gyro-type and box freezers.

When Rainbow removed one shift at Hammarsdale P2 in 2017 as a result of dumping, about 1 350 employees were retrenched. With the Rainbow Hammarsdale expansion, Rainbow has re-instated roughly 750 jobs, with an additional 100 jobs to be initiated by June next year.

Rainbow MD Marthinus Stander emphasised the significance of the Poultry Master Plan.

"The Poultry Master Plan is a visionary blueprint and is about creating capacity, stimulating demand for chicken, growing exports, transformation and bringing in farmers and other players that were previously excluded,” he said.

Stander also discussed Rainbow’s commitment to the Poultry Master Plan and how it goes beyond corporate objectives, given that it embodies a vision that aligns with government support to elevate the poultry industry.

“This plan reflects Rainbow’s dedication to community empowerment, job creation and contributing to South Africa's holistic growth.”

In addition, Marthinus spoke about Rainbow's dynamic partnership with nonprofit organisation the Do More Foundation – providing over 18.5-million meals a year – and how it underscoredRainbow’s commitment to social impact and community betterment.

In a keynote address, Patel elaborated on and confirmed his commitment to the Poultry Master Plan and the vital importance of a sustainable local economy and gross domestic product growth.

He shared his support and congratulations to Rainbow for its efforts, stating that Rainbow showcases “optimism of spirit”.

Didiza, originally from Hammarsdale, highlighted the need to generate funding for the establishment of contract growers and infrastructure at large.

In relation to Rainbow’s tenacity with Rainbow’s turnaround plan, Didiza stated that “tough times never last, but tough people do”.

In celebration of its sixtieth anniversary, Rainbow KwaZulu-Natal director Mooketsi Ncube unveiled a chicken statue crafted by a local artisan.

Rainbow's alignment with the Poultry Master Plan reaffirms its role as a driving force within the poultry industry. With an unwavering commitment to progress, growth, and community development, Rainbow stands as an exemplar for the entire industry, forging ahead with confidence to shape a flourishing and sustainable poultry sector.