Strengthening the Value Chain Established in 2003  Shiling had went through the pioneer phase of cooperative development and entered to mature phase. The cooperative holds a strong position in the local fresh egg market. The cooperative is basically present in the entire chain of fresh egg market by having in-house patching compartment  two modern chicken houses  egg handling equipment  own transportation vehicles distribution center and retailing stores. It attempts to penetrate deeper into the value chain as well. How to reduce the chain costs and constantly improve chain efficiency is on the management's agenda all the time. The cooperative is also facing some challenges  for instance  organic growth is narrowing down  decreasing margin because of competition  ineffective marketing efforts. Generally speaking  the demands from Shiling lie in two parts: technical improvement and organisational development. For technical side  animal housing and egg handling is of great interest to them. As we observed  Shiling need to define a clear marketing strategy and improve its chain efficiency. The project aims to bring Shiling Cooperative to a new level by further improving its efficiency in the value chain. Project Goals 2017:Bring Shiling Poultry Cooperative to Development Phase 3.0 by further improving its governance structure and strengthening its position in the value chain.Investigate the possibility of Utilizing Dutch techniques in Poultry sector to Shiling Cooperative  especially regarding animal housing and egg handling.  Project Goals 2018:
make the cooperative informed of the advantage of being a cooperative over a company.cultivate young farmerstechnical trainingconduct a feasibility study on broadening their product portfolio   Project Goals 2019:
Support the cooperative in achieving operational excellence. Support the cooperative in building up brand strategy and brand equity Project Rationale: The proposed project is targeted to strengthen the production chain of Shiling Cooperative in fresh egg market. The target beneficiaries are the 483 members of Shiling Cooperative. To improve the income and participation will be the expected results of the proposed project. The main stakeholders are local agricultural department and other governmental authorities  input suppliers  middlemen and end-consumers of Shiling egg products. As Shiling holds a strong position in the local egg market  the support from Agriterra will in the end contributes to a stable and healthy consumer market. It can be considered as the positive social impact of this proposed project.      Project Objective: The project aims to assist the cooperative in improving the chain efficiency and effectiveness. Main activities include: Technical assistance about the chicken housing and egg handling  Conducting value chain analysis  advice on storage  transportation  distribution and possible processing.  The expected output is to enable the cooperative in re-designing the chain formats to reduce costs  increase customer service level and improve production efficiency.  Funding: The proposed project will be jointly funded by Agriterra and Shiling Coop. In essence  Agriterra is responsible for sending experts from the Netherlands or China to the field and Shiling is taking care of the logistics and participants' expenses.  Monitoring and Evaluation: As per indicator  it is referred to the action plan Annex 3 Target. The project lasts for one year and could be extended. At the conclusion of the project  Agriterra will review the narrative report submitted and make a decision whether there is a need to extend the project or not. The National Business Adviser is responsible for regular following-up and monitoring throughout the project cycle.   Sustainability and cost efficiency: Not relevant Specific groups: the project will also contribute to encourage the participation of specific groups e.g. female and youth to the cooperative affairs.Project Activity 2018:conduct a technical training on feeds and data analysisconduct a feasibility study on product portfolioConduct a governance trainingan advisory assignment on youth developmentProject Activity 2019:Data analysis in assisting decision-makingBranding strategy and brand equityYouth participation