In the yuletide, the demand for chicken is expected to skyrocket in the market, and farmers and sellers of chickens are already keeping their fingers crossed to witness what should be their greatest moment for the year. However, our experience has shown that local producers are often disadvantaged in the market due to perceived differentiation in pricing with the foreign-sourced chickens, dumping, and lack of proximity of outlets for local chickens to consumers. No doubt, income from livestock constitutes a significant share of the total household income across all production systems, contributing to 23, 20, and 51 percent of total household income in extensive, semi-intensive, and intensive systems respectively (Africa Sustainable Livestock 2050). However, apart from generating cash income for producers, poultry keeping contributes to livelihoods by providing protein and other nourishments to consumers. Globally, more than 60 billion chickens are killed for consumption every year.