Marketing Issues in the Cuniculture Industry: The case of rabbit farmers in Hilir Perak, Malaysia

Abstract

The paper aims to showcase the findings on the marketing issues in the cuniculture industry, focusing on rural rabbit farmers in Hilir Perak, Malaysia. Rabbit meat or broilers has taken a backseat in the domestic market compared to beef, mutton, and chicken. From the qualitative analyses, the marketing issues in the cuniculture industry include a lack of resources by the farmers, limited agency assistance, price, promotion, and awareness of the nutritional value of the broilers. The study’s implications showed that broilers must be promoted as part of the local food security environment to fulfill the sustainable development goal (SDG) of zero hunger.