PEAL

Menu

Our Story

Poultry East Africa Ltd (PEAL) was established in 2012 by Shumei Lam, a female entrepreneur from Singapore. It started with an idea from her late father Larry Lam, with the mission to provide affordable and accessible poultry proteins to everyone in Rwanda, and beyond.

WHY CHICKEN?

Chicken meat is good for you!

HIGH IN PROTEIN

Chicken is an excellent source of lean, high-quality protein, which is essential for:

  • Muscle repair and growth
  • Immune function
  • Hormone production

LOW IN FAT

Chicken breast, in particular, is low in fat—especially saturated fat—making it a lean choice for those managing their weight or cholesterol levels.

EASY TO PREPARE WITH VARIETY

Chicken is adaptable to many cuisines and cooking styles, which helps people maintain a balanced diet without getting bored

RICH IN VITAMINS AND MINERALS

Chicken provides essential nutrients such as:

  • B vitamins (especially B3/niacin and B6), which help with energy metabolism and brain health
  • Phosphorus, for bone health
  • Selenium, an antioxidant that supports immunity and thyroid function
  • Zinc, for immune health and wound healing

SUPPORTING WEIGHT LOSS AND METABOLIC HEALTH

Its high protein content supports a healthy metabolism and can help preserve lean body mass during weight loss

TASTY

And most importantly, it tastes GREAT!

CAPACIY BUILDING
THROUGH RURAL
ENGAGEMENT

WE FOCUS ON THE
VALUE CHAIN

  • Breeder
  • Hatchery
  • Contract farm
  • Processing plant

Since the beginning, we have prided ourselves in doing things right from start to end.

When we first arrived, there were no professional feed mills, broiler farms, processing plants or cold chain support, so we had to do everything ourselves.

As a greenfield project, the entire process of registration, land procurement, construction, importing and commissioning of equipment, and obtaining of permits and licenses took two and a half years.

This is how we can ensure quality products from start to end.

WE FOCUS ON BIOSECURITY
AND ETHICAL REARING

Biosecurity is the number one factor in ensuring quality for anything you eat:

  • Cage free from start to end
  • We use the best equipment and feed for our chickens
  • All natural – NO HORMONES
  • All necessary vaccines to prevent virus and disease outbreak
  • No medications like antibiotics unless absolutely necessary

WE FOCUS ON WOMEN
AND RURAL DEVELOPMENT

We believe in building economies through developing local communities. Since our operations commenced in 2014, we have been powered by a team of a 100 staff, 95% of whom are Rwandan, 90% of whom are from the surrounding villages in Mayange, Bugesera.

We maintain a strong commitment to gender empowerment with more than 60% of our staff being women. We also work with a network of more than 350 small scale contract farmers in Bugesera, with the majority of them being mothers. This provides them with a sustainable source of secondary income to support their families.