ABSTRACT:

This study analyzed the marketing of poultry meat in Kuje and Gwagwalada Area Councils of Nigeria’s Federal Capital Territory (FCT). The research aimed to estimate the costs and returns, identify marketing and examine constraints faced by poultry marketers. Data were collected from 80 respondents through structured questionnaires and analyzed using descriptive statistics, gross margin analysis, and Likert scale ranking. Results revealed that poultry meat marketing is profitable, with a total revenue of ₦3,308,291 and a gross margin of ₦2,474,277, yielding a return on investment (ROI) of 2.96. The marketing efficiency index was 105.72, indicating a viable enterprise. Major constraints identified include seasonality (mean = 4.36), exploitation by middlemen (3.95), high levies (3.95), poor road infrastructure (3.90), and inadequate storage facilities (3.65). The study concludes that although poultry marketing in the study area is profitable, structural inefficiencies limit its full potential. It recommends investment in cold storage, improved transport infrastructure, access to credit, and cooperative development to enhance efficiency and sustainability