Livestock Feeds Plc - Lagos, Nigeria

Established in 1963 by Pfizer as a subsidiary of their pharmaceutical business which had been introduced to Nigeria a few years earlier, Livestock Feeds was created in response to the importation of exotic milking cows and hybrid chickens into the country by Germans, Dutch, and Americans. This need for health and nutritional products led to the formation of the Animal Health and Feed divisions. The first mill, with a 5MT/hr capacity, was set up in Ikeja, followed by Aba in 1964 and Kaduna in 1965, with 4MT and 3.5MT/hr capacities respectively. The growing urban and suburban populations, and the resulting demand for poultry meat and eggs, had a positive effect on the feed business, leading to a rapid growth in Livestock Feeds. This success drove the company to upgrade the mills to 10MT/hr  

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automatic machines in Ikeja, Aba, and Benin between 1983 and 1985, and a 6MT/hr back-up mill in Kaduna. This era of prosperity also saw the establishment of a Franchise business marketing system. With an installed capacity of 40MT/hr and 12 franchise mills, Livestock Feeds had an impressive 55% market share at the peak of their business.