Ogari: from clean-chicken farms to value-added food

Context

Founded in 1992, Luong Hue Poultry Breeding JSC is one of the three largest poultry producers in Vietnam. In 2016 it set up Ogari, a brand focused on processing and supplying high-quality chicken, to complete its value chain from breeding stock to the final product.

Ogari builds on more than 30 years of its parent company’s experience and is a key link in a closed Breed – Feed – Farm – Food value chain. Grounded in conserving and developing the purebred Ri chicken, Ogari aims to provide clean, safe food for Vietnamese families.

The challenge

Ogari already handles farming, processing and distribution through modern trade and HORECA. To get more from its value chain, the brand needed to expand into ready-to-eat food and diversify its channels, especially general trade and direct-to-consumer (D2C).

What Weraki did

In phase 1, packaging the business model and plan, Weraki focused on:

• –Analyzing the market and competitors, and assessing feasibility.
• –Identifying industry trends and opportunities for further-processed poultry products.
• –Proposing a growth strategy for 2025 and beyond, built on deeper investment in the production value chain.

Beyond food for people, Weraki and Ogari also assessed expansion into pet food, to make full use of the high-quality raw material already available.

Outcome

With a clear strategic direction, Ogari is moving step by step toward bringing further-processed clean-chicken products to market. It is a turning point that will help the brand add value to its products, improve business efficiency and better meet rising consumer expectations.