{"id":27336,"date":"2026-04-17T13:42:21","date_gmt":"2026-04-17T06:42:21","guid":{"rendered":"https:\/\/www.poultryindonesia.com\/?p=27336"},"modified":"2026-04-17T16:00:36","modified_gmt":"2026-04-17T09:00:36","slug":"febroni-purba-a-mission-to-elevate-the-status-of-indonesias-native-chickens","status":"publish","type":"post","link":"https:\/\/www.poultryindonesia.com\/en\/febroni-purba-a-mission-to-elevate-the-status-of-indonesias-native-chickens\/","title":{"rendered":"Febroni Purba: A Mission to Elevate the Status of Indonesia\u2019s Native Chickens"},"content":{"rendered":"
\u201cRight when the COVID-19 pandemic struck and public health awareness increased, I founded this business with an ambitious mission: to make Indonesia\u2019s native chicken the king in its own home.\u201d<\/h6>\n
That conviction marked the beginning of Febroni Purba<\/span><\/span>\u2019s 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.<\/h6>\n
\u201cMy journey in building Ayam Kampung Andalas began from a combination of intellectual concern and national pride,\u201d he said in a written interview on Saturday (Feb 21).<\/h6>\n
For years, native chickens\u2014commonly known as ayam kampung<\/em>\u2014have often been positioned merely as a secondary commodity. Their production systems are largely traditional, prompting his broader mission to develop Indonesia\u2019s native chicken through more modern, professional, and standardized systems.<\/h6>\n
Downstream Potential of Native Chicken<\/h6>\n
\"\"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.<\/h6>\n
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.<\/h6>\n
\u201cHere, 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,\u201d he explained.<\/h6>\n
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 \u201cred ocean\u201d), dominated by large integrator companies and intense price competition. Therefore, focusing on native chicken\u2014still within a niche market space\u2014became a deliberate choice.<\/h6>\n
\u201cI chose native chicken because it represents a \u2018blue ocean\u2019\u2014a market with specific demand, loyal consumers, and stronger emotional and health value considerations. We don\u2019t just want to compete on low prices, but to lead in quality and added value,\u201d he emphasized.<\/h6>\n
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\u2014and Indonesia\u2019s native chicken naturally meets these criteria.<\/h6>\n
\u201cBy focusing on downstream processing, we are removing the stigma that native chicken is \u2018difficult to cook\u2019 or \u2018only suitable for traditional dishes,\u2019 allowing our products to fit into modern healthy lifestyles,\u201d he added.<\/h6>\n
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This article is an excerpt from the Profile<\/strong> section of Poultry Indonesia Magazine<\/em>, April 2026 edition. For the full article, please refer to the April 2026 issue<\/a>. For subscriptions or further information, contact: https:\/\/wa.me\/+6287780120754<\/a> or sirkulasipoultry@gmail.com<\/a><\/h6>\n
Get more insights on Indonesia\u2019s poultry industry by joining the Satwa Media Group WhatsApp Channel<\/strong>.<\/a><\/h6>\n","protected":false},"excerpt":{"rendered":"

\u201cRight when the COVID-19 pandemic struck and public health awareness increased, I founded this business with an ambitious mission: to make Indonesia\u2019s native chicken the king in its own home.\u201d That conviction marked the beginning of Febroni Purba\u2019s journey in building a business centered on local chicken. Backed by an academic background in animal science […]<\/p>\n","protected":false},"author":4,"featured_media":27324,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"cybocfi_hide_featured_image":"","spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false},"categories":[49],"tags":[],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\n\n\t\n