A Study of Dang Chicken Supply Chain in the Upper Southern Provinces of Thailand

Jareewan   Chankong; Napapach  Chuaychu-noo; Banthita  Poosubme Ponathong

doi:10.14456/jare-mju.2026.11

Authors

Jareewan Chankong Faculty of Agriculture, Rajamangala University of Technology Srivijaya, Nakhon Sri Thammarat, Thailand https://orcid.org/0009-0000-5148-3397
Napapach Chuaychu-noo Faculty of Agriculture, Rajamangala University of Technology Srivijaya, Nakhon Sri Thammarat, Thailand
Banthita Poosubme Ponathong Faculty of Science and Technology, Rajamangala University of Technology Srivijaya, Nakhon Sri Thammarat, Thailand

DOI:

https://doi.org/10.14456/jare-mju.2026.11

Keywords:

supply chain, Dang chicken, collector merchants, consumers

Abstract

This study investigated the supply chain of Dang chickens in the upper southern provinces of Thailand. Data were collected through structured interviews with 60 Dang chicken farmers, 20 collectors, 20 wholesalers/retailers, and 400 consumers in Nakhon Si Thammarat, Surat Thani, and Chumphon provinces. The results showed that farmers typically raised Dang chickens for an average of 16 weeks, achieving a weight of 1.5–1.6 kilograms. Regarding distribution channels, farmers predominantly sold to local collectors due to ease of communication and established trust with long-term partners. Other channels included direct sales to wholesalers/retailers, consumers, and local restaurants. Live chickens were generally sold at 70–80 Baht per kilogram, with prices increasing to 90–100 Baht per kilogram during festivals such as the Chinese New Year and the Qingming festival. Wholesale traders sometimes acted as live chicken collectors, while processed chickens were sold at 110–125 Baht per kilogram. Most consumers purchased Dang chicken from retailers at fresh markets or community flea markets at 120–150 Baht per kilogram. The Dang chicken supply chain comprised small-scale farmers and network groups, live chicken collectors, wholesalers/retailers, shop or restaurant operators, and end consumers. The study recommended encouraging farmers to join cooperative groups to enhance operational efficiency through improved production planning, marketing channels, and knowledge exchange.

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