Free-range chicken farming continues to grow in the Philippines as more consumers look for healthier, chemical-free, and ethically raised poultry. However, many small farmers struggle with the same problems:
How do I price my chicken? How do I find buyers? How do I compete with bigger farms?
This guide provides a practical marketing and sales framework specifically for backyard and small-scale free-range chicken farmers, with real case studies, pricing strategies, and communication tips that help you sell faster and earn more consistently.
I. Understanding Your Product and Market Position
Free-range chicken is not sold like standard broilers. Your target buyers are people who value:
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Healthier meat
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Better flavor and texture
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Ethical or humane farming
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Traceability and transparency
Small farmers have a unique advantage: authenticity, freshness, and direct connection with customers. These are your strongest marketing pillars.
II. Pricing Strategy for Small Free-Range Farms
A simple pricing formula for beginners:
Retail Price = Total Cost per Bird × 1.5 to 1.8 markup
(For branded farms, markup can go up to 2.0–2.5)
Suggested 2025 Market Price Guide
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Liveweight: ₱200–₱260 per kg
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Dressed: ₱320–₱420 per kg
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Premium branded / heritage: ₱450–₱550 per kg
Tips for Setting the Right Price
✔ Never match commercial broiler prices
✔ Price based on value, not volume
✔ Offer multiple SKUs (whole bird, cut-up, adobo cut, wings, feet)
✔ Use transparent cost breakdown when explaining to buyers
III. Core Marketing Strategy for Small Farmers
You do NOT need expensive branding. Start with these:
1. Build Trust Through Transparency
Customers pay more when they see:
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Day-to-day farm updates
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Your feeding practices
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Actual living conditions of the chickens
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Health and safety measures
Post short videos on Facebook Reels, TikTok, or YouTube Shorts—these outperform photos.
2. Sell the Story Behind Your Farm
Small farmers succeed when customers understand:
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Why you chose free range
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What makes your chickens different
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How you raise them
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Your mission for healthy food
People buy the farmer, not just the chicken.
3. Position Your Farm in a Clear Category
You should pick ONE main identity:
✔ “Healthy Free-Range Chicken”
✔ “Chemical-Free, Naturally Raised Chicken”
✔ “Community-raised Native/Free-Range Chicken”
✔ “Pasture-Grown, Ethical Poultry”
This makes your marketing consistent.
4. Channels Where Small Farmers Can Sell
Best channels for beginners:
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Facebook Page + Marketplace
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Online local food communities
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Walk-in farms (pick-up system)
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Weekend markets
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Restaurants and home-based food businesses
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Subscription or “farm-to-table” weekly supply
IV. Case Studies for Marketing Lessons
A. Successful Case Study: Pamora Farm (What You Can Copy)
Pamora, one of the pioneers of Philippine free-range chicken, grew from 100 chickens per month to 6,000 chickens per month, eventually processing 70,000 chickens annually.
Although large now, Pamora started small—just like backyard farms today.
Marketing Lessons From Pamora (Simple Version for Small Farmers)
1. Product Consistency Beats Marketing
Their biggest strength: predictable quality. Even small farms can replicate this.
2. Clear Identity and Branding
They positioned themselves as premium free-range poultry—never joined the broiler price war.
3. Professional communication
They provided:
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Proper labeling
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Farm transparency
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Regular online updates
4. Strong relationships
They partnered with:
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Local chefs
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Restaurants
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Government training agencies
5. Their Advantage is NOT size—it’s discipline.
Small farmers can copy every marketing practice Pamora uses.
Comparison Table: Pamora vs. Typical Backyard Farm
| Factor | Pamora (Large) | Backyard Farm (Small) | What Small Farmers Can Copy |
|---|---|---|---|
| Branding | Premium, established | Basic to none | Create consistent branding |
| Quality Control | Strict, documented | Varies | Set simple QC checklist |
| Customer Trust | High (proven record) | Low to medium | Post transparent daily updates |
| Market Reach | Restaurants, distributors | Local community | Offer pre-orders & subscriptions |
| Production Volume | 6,000/month | 20–200/month | Highlight freshness & traceability |
B. Second Case Study: Why Some Free-Range Farms Struggle or Fail
Common causes of failure:
1. Mispricing
Selling too low to compete with broilers
→ Unsustainable, no profit.
2. High Feed Cost Without Strategy
No access to local feed alternatives
→ Margin disappears.
3. Disease Outbreaks
Lack of basic biosecurity
→ Small farms suffer huge losses.
4. Lack of Branding
No differentiation
→ Customers don’t understand why it’s more expensive.
5. No steady buyers
They rely only on Facebook posts
→ Sales become unpredictable.
Key takeaway:
Most failed farms didn’t fail because of chicken—they failed because of marketing and planning.
V. What Small Farmers Can Copy Immediately (Checklist)
✔ Branding & Positioning
Pick one identity (healthy / ethical / natural).
✔ Transparent Communication
Share real photos, real videos, real feeding practices.
✔ Customer Education
Explain WHY free-range is better in simple language.
✔ Consistent Supply
Even if small, offer predictable release dates.
✔ Pre-order System
Reduces waste, ensures guaranteed sales.
✔ Basic Labeling
Include: farm name, location, slaughter date, weight, contact number.
✔ Simple After-Sales Strategy
Message buyers after delivery:
“Thank you po! Please rate your experience.”
VI. Profitability Snapshot: Small vs. Scaled Free-Range Farms
A. Small Backyard Farm (50–200 chickens)
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Cost per bird: ₱240–₱320
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Selling price: ₱350–₱420
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Profit per bird: ₱80–₱150
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Monthly net (100 birds): ₱8,000–₱15,000
Best for: Side income, community supply, home farm-to-table brand
B. Semi-Scaled Farm (500–2,000 chickens)
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Cost per bird: ₱200–₱260
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Selling price: ₱380–₱450
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Profit per bird: ₱120–₱180
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Monthly net (1,000 birds): ₱120,000–₱180,000
Best for: Supplying restaurants, weekly subscription boxes
C. What Makes Scaling Possible
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Lower feed cost
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Consistent supply
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Better buyer contracts
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Efficient production cycle
But you can succeed at ANY SIZE if marketing is strong.
VII. Sales Messaging That Works (Copy-and-Paste Examples)
Short-form ad copy
“Natural, healthy free-range chicken straight from our small farm. Fresh, chemical-free, and raised ethically. PM to reserve your order.”
Value explanation for customers
“Our chickens grow naturally for 70–90 days (not 30 days like commercial broilers). This results in firmer meat, richer taste, and healthier quality.”
Transparency message
“Here’s what our chickens eat and how we raise them. No shortcuts. No antibiotics for fast growth.”
VIII. Final Recommendations for a Strong Marketing System
To sell consistently:
✔ Build a small but loyal local customer base
✔ Post real farm content weekly
✔ Educate buyers why free-range is different
✔ Avoid price wars—sell based on value
✔ Create pre-order or subscription supply
✔ Use simple branding and labeling
✔ Track your cost to avoid losses
Your goal is not to produce the most chickens—it’s to sell everything at a profitable and stable price.
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