Noor Poultry is launching a formal cage-free egg production initiative in Pakistan with an initial flock of 100,000 layer hens. CEO Sohail Ahmed told Asian Agribiz that the company is partnering with Star Farm, a Metro Group consultancy specializing in agricultural standards and certifications, to execute the project.
Key details of the initiative include:
- Market Opportunity: While unorganized cage-free farming exists on a small scale, formal commercial operations are virtually non-existent in Pakistan, where 95% of layer hens are currently housed in traditional cage systems. Noor Poultry aims to capture growing demand from multinational corporations, international hotel chains, and fast-food franchises like McDonald’s, which have pledged to transition to cage-free sourcing by 2030.
- Strategic Partnership with Star Farm: Star Farm will advise on farm infrastructure, implement biosecurity standards, train operational staff, and secure retail placement. Through Star Farm’s affiliation with Metro Cash & Carry, Noor Poultry’s cage-free eggs will be distributed across Metro supermarket shelves, alongside connections to broader international retail channels.
- Timeline and Expansion: Noor Poultry expects to achieve formal cage-free certification by late October, at which point the company plans to onboard additional local farmers into the program.
