Role of markets and consumers’ preferences in improved native chicken demand in Cambodia

Market demand dictates Cambodian farmers’ preference of chicken breeding goal traits. Some economic traits such as presence of yellow skin are important in genetic improvement of indigenous chicken such as Skouy in Cambodia.

Consumers are willing to pay more for indigenous chicken than exotic ones. Chicken breeding programs and the marketing of improved chicken can lead to a viable business model with a high chance of sustainability and financial feasibility.

Citation
Esatu, W., Hoa Hoang, Menghak Phem, Sothyra Tum, Chhay Ty, Yitayih, M., Yemane, T. and Dessie, T. 2023. Role of markets and consumers’ preferences in improved native chicken demand in Cambodia. ILRI Research Brief 126. Nairobi, Kenya: ILRI.