In 2023, the South African poultry industry struggled with high feed prices, loadshedding, and a severe bird flu outbreak, costing R9.5 billion and leading to the closure of many small producers. By 2024, the industry began recovering with improved conditions, leading to profit improvements for major companies and decreased consumer prices, although egg prices rose due to shortages. Efforts are underway to explore bird flu vaccinations and include chicken in the VAT-free food basket to boost sales and production, following President Ramaphosa's initiative to reduce food costs. These measures aim to reassure consumers about chicken safety and enhance the nutritional value of the VAT-free basket.