Supply Chain of Native Chicken: Case study Nakhon Sri Thammarat Province

Abstract

This study aimed to characterize the production potentials, marketing and supply chain of native chickens in Nakhon Sri Thammarat province. Data were collected from a sample group consisting of native chicken farmers, native chicken collectors, native chicken traders, restaurant operators and consumers by using the questionnaire. The results of this study revealed that most of the native chicken farmers prefer raising their native chickens in the free range system and semi - free range system. The popular breeds are Dang chicken, Naked Neck chicken, Srivijaya chicken, Chee chicken and Betong chicken. The raising period is about 16 - 18 weeks per production cycle. The average body weight is about 1.5 kg/head. It was found that the sample of native chicken farmers in Nakhon Sri Thammarat province popularly distributed in the form of live chickens. The average selling price is 70-80 baht per kilogram. While the distribution channel showed that farmers preferred selling native chickens to merchants in the local area. About the structure of the native chicken market approached a pure oligopoly market, which is a market with a small number of sellers with the same or similar products in all respects and the pricing power depends on the native chicken collectors and the wholesale merchants. The study of the native chicken supply chain in​​ Nakhon Sri Thammarat province, it shows that the native chicken supply chain in Nakhon Si Thammarat province consists of farmers who raise native chickens, which are both operated as a smallholder farmer and group of network, live native chickens collectors, wholesaler / retailer of slaughtered chicken which may be the same person, entrepreneurs or restaurant operators and the final consumers. The supply chain of native chicken in Nakhon Sri Thammarat province in order to use as information for the development of native chicken production of the community.