Mapping the Marketing System of Native Chicken in Region 1, Philippines

The rising demand for native chicken, driven by its unique qualities and health benefits, contrasts with its limited supply in Region 1, where production is predominantly backyard-based. To address this gap, this study examines the marketing system for native chicken, focusing on key players, marketing practices, channels, and challenges. Using a survey research design, data were collected from 584 respondents, including raisers, market sellers, institutional buyers, and consumers. The study identified three marketing channels involving raisers, resellers, traders, institutional buyers, and consumers. Challenges faced by stakeholders include flock mortality, inefficient management systems, limited marketplace access, consumer preferences, pricing, product availability, and preparation time. The findings highlight the need to promote native chicken production as a micro-enterprise and to sustain the two-level marketing channel to enhance efficiency. These strategies can strengthen the industry and improve supply to meet growing demand.