Native chickens are raised either for egg or meat production, thus a vital source of protein and family income. More than 6 million farmers in the country are raising native chickens as additional livelihood (Guerrero III, 2015). Native chicken constitutes 47% of the total chicken population in the country and Ilocos region contributes only 6.41% (PSA, 2019). 

More farmers are engaging in native chicken production because it provides not just additional income but also contributes to food security, utilization of farm wastes and by-products, and fulfilment of other socio-cultural obligations (Santiago, 2016). However, there is still a low supply of native chicken in the market and it is difficult to find one in a regular basis. The small percentage in the production of native chicken in the region indicates that raising native chicken remained a backyard activity among the households. Native chickens are commonly grown in the backyard of rural households and in small numbers of up to 24 hens for egg production (Santiago, 2016). Moreover, a study showed that most raisers engaged in native chicken production mainly for home consumption and only a small portion are sold to customers and there was no specific period in terms of frequency in selling (Egama, 2015). 

Nowadays, people are becoming health conscious. With this, there is a growing demand for lean and healthy source of protein. People are shifting to the consumption of native chicken not only because of its low fat and nutrient content but because of its unique taste, distinct flavour and texture (Mananghaya, 2017). The egg and meat from the native chickens are low in cholesterol which make it healthier and in demand to people (Poultry Manual, 2019). According to Food and Nutrition Research Institute (FNRI) researches, a 50-gram of cooked native chicken meat provides 24% of the recommended energy and nutrient intake for protein and 13% of total dietary energy for fat (Fernandez, 2008).

Based on the current situation, there is a need to study the marketing system of native chicken in Region 1. Information about the marketing practices, as well as the marketing channels for native chicken will be used to identify interventions and strategies to boost native chicken production and marketing in the Region.