The research program addressed in this study was to do an analysis of the potentials of the marketing of ostrich meat in the South African market. Being the world leader in the ostrich industry, the research’s emphasis was to establish reasons why the meat industry does not explore the South African meat market. To achieve this object, a literature study to determine the key components of the current situation was undertaken and used as a theoretical model to analyse the current situation in the market as well as in the ostrich industry. In addition to the literature study, an empirical study was conducted to identify some critical issues that have an influence on the potential of the domestic market. The survey method used, based on the key components gained from the literature study, consisted of an in-depth scan of the macro-environment and thorough investigation of the target industry. The investigation involved using the Internet and World Wide Web, print media, personal interviews and telephonic interviews. The result of the literature study was finally combined with the results of the empirical study and some recommendations were made. The recommendations were applicable to the ostrich industry in so far that implementing some plans for the meat industry can have serious consequences for the other products of the ostrich industry

The changing agricultural environment (dualistic agricultural landscape, land reform programme, market liberalisation and globalisation) has caused emerging ostrich farmers to become increasingly isolated. Governmental agriculture reforms and public sector interventions have been insufficient to address all the challenges faced by rural ostrich farmers in the Eastern Cape. Participation in the ostrich supply chain for emerging farmers in the Eastern Cape is currently unsustainable as a result of avian influenza, control and registration protocols for ostriches (VPN04), structural barriers in marketing, technical constraints and a lack of market participation. People in the rural areas of the Eastern Cape are challenged by inferior infrastructure, poor site conditions, low earnings, poor access to health services and unreliable water sources. The marginal conditions and prevalent complexities in which agriculture is practised require costly resource intervention. Intensive ostrich production necessitates continuous genetic improvement, methodical record keeping, intensive egg incubation methods and highmaintenance chick rearing and ostrich handling while minimising feed costs throughout this process. Rural farmers have not embraced ostrich farming in the same way as they have done with other livestock farming because it does not offer the anthropological functions that traditional livestock farming provides. The ostrich supply chain requires a wide range of activities to bring products to the final consumer. The worth of ostrich production lies mainly in the higher returns which are achieved only through the export markets. Today the ostrich industry has become vulnerable to market cannibalism, a lack of market development, unregulated numbers of ostriches and recurring international meat bans. The deregulation of the ostrich single-channel marketing system had a substantial effect on the value chain on which farmers depended for market access and market protection. As the majority of ostrich products are being exported to the European Union, the role of intermediary agencies is becoming an important factor influencing entry into the high-end markets. This agent structure that represents the South African ostrich industry is vital for the distribution, market penetration and regulation of the ostrich products. The ostrich leather, which is today the main product line, is primarily used for luxury goods and is susceptible to economic downturn and over-supply. The ostrich meat industry has been severely influenced by outbreaks of avian influenza and processors now pre-heat the meat in order to maintain export. However, this preheating meat facility is only for export produce and available to farmers who conform to VPN04 and have officially registered farms. The relevant South African government departments played a crucial role in identifying avian influenza outbreaks and liaising with the European Union about avian influenza isolation strategies. No previous studies have been conducted on the participation of emerging farmers in the Eastern Cape ostrich-industry supply chain and on the interventions required to address the multiple constraints and forces in this sector. This led to a study with research emphasis on the required capacity for supply-chain participation and the supporting mechanisms that would be required for emerging ostrich farmers to integrate successfully into this supply chain. An exploratory research approach was chosen for the investigation, as no earlier research has been undertaken that could serve as a source of reliable data or reference. A triangulation research methodology using both the quantitative and the qualitative approach was applied. The qualitative research entailed an interpretive approach associated with using grounded theory and content analysis for interpreting data. The comparative case study design was the main qualitative research instrument for the multiple-case studies on emerging ostrich farmers in the Eastern Cape. The study was undertaken at five different sites, namely, the Peddie Ostrich Programme, the Rockhurst Ostrich Programme, the Hlumani Co-operative farm, the Zamukwanda Ostrich farm near Pearston and the Mimosadale Ostrich farm. The quantitative methods were applied to capture all the measurable components and representations of the stakeholders and participants, through interviews, questionnaires and focus group interviews. The quantitative study also included an experimental instrument to measure the capacity of emerging farmer programmes for supply chain participation. It was found that the main driver for three of the case studies pertained to land ownership and that ostrich farming was incidental and only seen as means of activity for income. These three humanitarian farming projects had limited capacity for intensive management requirements for ostrich farming. It was found that the VPN04 bio-security protocols and disease control require a higher level of record keeping for EU markets and is prohibitively expensive for poor rural emerging farmers. The study established that the emerging ostrich farming programmes contributed value to the industry and government rural development in land redistribution programmes, vehicles for reduction of poverty and job creation in the rural areas and by acting as out-grower programmes for commercial farmers. The researcher’s observation is that through strategic interventions the programmes have potential to become commercial players in the industry. The following interventions were recommended from this study: Feasibility study of programmes and review of location selection before initiation. Providing supportive interventions for programme start-ups; Improved selection of programme beneficiaries; Improved structure of emerging farmers’ co-operatives; On-going and appropriate training for emerging ostrich farmers; The role of government and mentors needs to be defined; Reducing feed costs; Establishing programmes linkages to informal markets and facilitating increased self-consumption; Developing new export markets; Alternative finance for the no-income months; Alternative marketing channels to export markets; Representation of emerging farmers in the ostrich-industry leadership structures.

Ostrich (Struthio camelus) breeding is a well-developed industry in South Africa. However, successful genetic management has yet to be implemented. Parentage in colony breeding ostriches is unknown, where for a given offspring, a number of possible parents exist. Molecular markers have been extensively used in the livestock industry to resolve parentage issues and are only beginning to be utilized to address the issues of the ostrich industry. The aims of this investigation were to test known microsatellite markers developed for other ostrich subspecies in a South African Black ostrich population, and to further test these markers for their use in individual and parentage identification. DNA was extracted from venous blood obtained from two pair bred families and a colony of 97 individuals. Eleven polymorphic microsatellite markers were tested by PCR amplification of DNA samples followed by multiplexing on polyacrylamide gels to generate DNA fingerprints for each individual. Alleles were sized and quantified and used to create genotypes for each individual. Parentage analysis was performed using exclusion and likelihood methods. Pedigrees were constructed for the families by comparison of genotypes. Breeding statistics were calculated for the colony individuals. Three microsatellite markers did not amplify in this population and one marker was found to be monomorphic in this population. Four of the microsatellite markers that successfully amplified produced anonymous amplification products suggesting a second annealing site in the genome sequence of Blacks. All loci displayed low observed heterozygosities indicative of little genetic variation in this population. For the colony sample, four individuals were not assigned either parent and one female did not contribute any offspring. On average females produced 4.86 ± 2.71 fertile eggs during the sampling period with a coefficient of variation of 55.86%. A total of 79.2% of individuals were assigned paternity and 88.3% were assigned maternity. A greater number of loci are required to improve the power of parentage analysis within breeding flocks incorporating all eggs laid. / Thesis (M.Sc.)-University of KwaZulu-Natal, Pietermaritzburg, 2005.