“Right when the COVID-19 pandemic struck and public health awareness increased, I founded this business with an ambitious mission: to make Indonesia’s native chicken the king in its own home.”

That conviction marked the beginning of Febroni Purba’s journey in building a business centered on local chicken. Backed by an academic background in animal science and extensive experience in the poultry industry, he saw the untapped potential of native chickens, which are often overlooked.

“My journey in building Ayam Kampung Andalas began from a combination of intellectual concern and national pride,” he said in a written interview on Saturday (Feb 21).

For years, native chickens—commonly known as ayam kampung—have often been positioned merely as a secondary commodity. Their production systems are largely traditional, prompting his broader mission to develop Indonesia’s native chicken through more modern, professional, and standardized systems.

Downstream Potential of Native Chicken

From the outset, Roni identified a classic challenge in native chicken consumption. While many consumers appreciate its taste and nutritional value, they are often discouraged by the difficulty of preparation. Its firmer texture compared to broiler chicken, along with fluctuating prices, has made some consumers hesitant to purchase it regularly.

Instead of simply selling live chickens like most traditional market vendors, he took a different approach. Native chickens sourced from farmers are processed into various products, ranging from frozen carcasses and specific cuts (parting) to fillets. In addition, innovative products such as bone broth and chicken oil have been developed, targeting health-conscious consumers.

“Here, we are transforming the perception of native chicken into a premium product that is practical, hygienic, and high in added value through Halal and NKV certification. We process it into retail-standard carcasses, parting products, and innovations such as bone broth and chicken oil to meet the needs of modern urban healthy lifestyles,” he explained.

There are at least three strategic reasons behind his focus on this segment. First, to avoid overly saturated competition. According to Roni, the broiler industry has become a highly competitive commodity market (a “red ocean”), dominated by large integrator companies and intense price competition. Therefore, focusing on native chicken—still within a niche market space—became a deliberate choice.

“I chose native chicken because it represents a ‘blue ocean’—a market with specific demand, loyal consumers, and stronger emotional and health value considerations. We don’t just want to compete on low prices, but to lead in quality and added value,” he emphasized.

Second, the rising consumer awareness of health. He noted that urban consumers are becoming increasingly selective in choosing food sources. Products that are free from growth hormones, lower in fat, and raised with attention to animal welfare are gaining more demand—and Indonesia’s native chicken naturally meets these criteria.

“By focusing on downstream processing, we are removing the stigma that native chicken is ‘difficult to cook’ or ‘only suitable for traditional dishes,’ allowing our products to fit into modern healthy lifestyles,” he added.

This article is an excerpt from the Profile section of Poultry Indonesia Magazine, April 2026 edition. For the full article, please refer to the April 2026 issue. For subscriptions or further information, contact: https://wa.me/+6287780120754 or sirkulasipoultry@gmail.com

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