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American Journal of  Economics and 
Business Innovation (AJEBI)

Circular Economy in Action: A Systems Thinking Analysis of  Chicken Production and 
Consumption in the Philippines

Qiarrah Syrah A. Chavez1*, Van Olem E. Benitez1, Kyle Russelle P. Paredes1, Elijah Jeremiah C. Abad1, 
Cedrick John V. Alejandrino1, Ernie C. Avila1, Rupert Jeremiah A. Bustamante1, Emerson G. Cabudol1, 

Merryrose R. Palma1, Margaret R. Tadeja1

Volume 4 Issue 3, Year 2025
ISSN: 2831-5588 (Online), 2832-4862 (Print)

DOI: https://doi.org/10.54536/ajebi.v4i3.5616
https://journals.e-palli.com/home/index.php/ajebi

Article Information ABSTRACT

Received: July 07, 2025

Accepted: August 11, 2025

Published: September 26, 2025

This research examines the sustainability of  chicken production and consumption in the 
Philippines through a systems-thinking perspective with the integration of  the circular 
economy principles. Chicken is a vital protein source in Filipino diets and with its growing 
demand, comes the intricate challenges within the environmental, economic, and social 
sustainability dimensions. The study utilized a qualitative analytical approach, employing the 
use of  SWOT and Strategic Factor Analysis, to evaluate the current status of  both the industrial 
and backyard poultry settings. Crucial findings emphasize the following factors: the level of  
dependency on imported feed, improper waste management, erratic animal welfare practices, 
and constrained support for organic production as major barriers to sustainability. The report 
prescribes multifaceted and systems-based solutions such as investing in sustainable feed 
alternatives like insect protein, upcycling chicken wastes into organic fertilizers, augmenting 
animal welfare situations, and empowering small farmers through financial, knowledge 
and, methodological support. The research proposes the mobilization of  the community 
through educational campaign mechanisms and reinforcement of  sound policy frameworks 
to uphold responsible consumption and improve stakeholder accountability. Highlighting 
the importance of  an encompassing, collaborative and compelling stakeholder approach to 
address the challenges emerging from both the production and consumption dimensions, 
the study provided recommendations to synergistically implement initiatives that are crucial 
in creating a more resilient, equitable and sustainable Philippine chicken industry.

Keywords
Circular Economy, Consumption, 
Production, Systems Thinking

1 University of  the Philippines Open University, Los Banos, Philippines
* Corresponding author’s e-mail: qiarrah.chavez@gmail.com

INTRODUCTION
In the Filipino culinary setting, food is perceived as 
a nurturing experience and an avenue to express art. 
Chicken, more than being a vital ingredient to elevate 
gastronomic experience, is also a medium for culinary 
art expression. Being regarded as a vital dietary staple 
for its affordability, accessibility and versatility by both 
the commercial and consumer viewpoints, escalates the 
demand for this poultry. This primary protein-source, 
provides not only nutritional needs but also promotes 
cultural identity by making its presence known from daily 
meals to celebratory cuisines. The poultry’s popularity is 
evidence of  its massive contribution to meeting dietary 
requirements, ensuring food security, and exhibiting 
tradition across diverse socioeconomic demographics.
Consumers want chicken meat and the demand for it is 
constantly rising. Factors influencing this phenomenon 
are urbanization, increasing income, and growing 
population. Moreso, the preparation and cooking of  
chicken is preferred mostly by consumers due to its 
convenience that fits the modern lifestyle. These reasons 
pose a significant threat to the equilibrium in the demand 
and supply curve of  chicken. Hence, the adoption 
of  sustainable strategies in the production of  poultry 
products is now timely and relevant.
This study illustrates a comprehensive understanding 
of  the chicken industry that deviates from mere linear, 
reductionist approaches. It employs a systems-thinking 

approach as it offers an analytical framework for 
examining complex, interconnected systems such as 
chicken production and consumption (System Thinking, 
2023). This approach posits that each component within 
a system is not isolated and that they interact dynamically, 
influencing and being influenced by one another. In the 
context of  chicken production and consumption systems, 
it can be illustrated that decisions made in one component, 
for instance production of  feeds, can have cascading 
effects to the entire system that can affect consumer access, 
pricing, farming practices, and environmental outcomes.
This paper examines the chicken industry of  the 
Philippines using the systems thinking to dive into the 
complicated web of  interactions that mold its sustainability. 
It primarily analyzes the current condition of  chicken 
production and consumption including various factors 
like feed production and sourcing, farming methodology 
and animal welfare, waste management, and consumption 
patterns. The analysis also identifies challenges related to 
sustainability in terms of  environmental impacts, social 
development, and economic growth, and proposes 
concrete and strategic data-based solutions grounded 
on the available data from the secondary sources and in 
systems thinking and circular economy principles. With 
this, the paper aims to offer a holistic view to enhancing 
the Philippine chicken industry making sure it contributes 
to the economic development and food security while also 
minimizing the possible negative environmental impacts.



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LITERATURE REVIEW
The Philippine chicken industry operates within a dual 
structure, commercial and backyard sectors, making it a 
component in the country’s economy and food security. 
This dual structure presents opportunities and challenges 
concerning sustainability and emerging circular economy 
concepts.

Commercial Sector and Backyard Sector
The commercial sector is large-scale, vertically integrated 
firms that operate using advanced technology and 
farming practices to meet the increasing demands of  
chicken from the urban consumers. Although these 
enterprises achieve efficiency, scale, and profitability, 
they also have environmental challenges. Robetson et al. 
(2000) documented that commercial sectors contribute 
to the increasing greenhouse gas emissions and land-
used degradation that were linked to intensive farming. 
In addition, these firms also contribute to antibiotic 
resistance as a result of  the heavy reliance on antibiotics 
both in feed and management of  bird diseases (Kelbrick 
et al., 2023). Another issue as identified by Iheanacho 
et al. (2024) is the excessive fat deposition in poultry 
which is generally undesirable for both producers and 
consumers. It wastes dietary energy and results in waste 
products with low market value. All these can contribute 
to various health issues including diseases linked to fat 
such as atherosclerosis. Thus, innovative approaches 
within circular economy principles are needed to mitigate 
these negative impacts. On the other hand, backyard 
sectors are small-scale producers who usually operate 
within the rural areas. These small companies contribute 
to rural income and food security as they utilize locally 
available sources (Silva et al., 2024) for feeds, jobs, and 
among others. However, the potential of  this sector is 
challenged by limited access to financial resources and 
education that make them vulnerable to changes in market 
conditions and macro-economic forces. Hernandez et al. 
(2022) indicated that these challenges can be mitigated if  
these farmers are given training and access to sustainable 
farming practices. Regardless of  whether large or small, 
both sectors are contributing to the national economy 
and this illuminates that both should be considered in 
making action towards a circular economy.

Feed Production and Farming Methods
Just like any other sector, feed production is a critical 
challenge in chicken production even up to this date. These 
sectors are heavily reliant on global sourced ingredients 
that are susceptible to price changes and also exacerbates 
the carbon footprint due to supply chain activities such 
as transportation. Producers and farmers often resort to 
locally sourced feeds in order to reduce the costs which 
compromise the nutritional quality of  chicken meat and 
productivity (Kpomasse et al., 2023). Hence, Malenica 
et al. (2022) suggested that the promotion of  regionally 
available and sustainable feed alternatives could enhance 
chicken health and contribute to the circulation of  the 

chicken production system. Farming methods and 
animal welfare are interconnected issues within chicken 
production sectors. Their operations, for instance in the 
commercial sector, prioritize output through intensive 
systems that often lead to severe welfare concerns 
including confinement stress and disease issues due to 
overcrowding. A system-level analysis is necessary to 
develop practices that balance efficiency and welfare 
for chicken farming methodologies. Moreover, Markos 
et al. (2024) emphasized that importance of  targeted 
training in the construction of  housing facilities as well 
as in the management of  feeding, watering, cleaning, 
and disinfection procedures for feeders and waterers, to 
effectively mitigate the risk of  waterborne diseases.

Waste Management
In the context of  waste management practices, chicken 
farms generate substantial quantities of  manure that can 
adversely affect local environments and producers often 
have inadequate waste management strategies leading 
to soil and water degradation. Implementing effective 
waste management solutions such as composting and 
biogas production presents an opportunity for the 
sectors to minimize their environmental impacts and 
enhance resource reuse aligning closely with the circular 
economy principles (Palese et al., 2020; Cha et al., 2020). 
This perspective is supported by Sharmin et al. (2025) 
who highlighted that transitioning to a circular economy 
framework can be transformative for sustainable waste 
management practices. Developed countries have 
already made considerable advancement in adopting 
circular economy principles into the systems of  waste 
management. On the other hand, developing countries 
like the Philippines are still in the early stages of  adoption. 
As Sharmin et al. (2025) study results, the adoption of  
a circular economy in developing countries is barred by 
problems with infrastructures, limited education, and 
political instability. Yet, these disparities can be addressed 
through policy interventions, innovation investments, 
and multi-sectoral participation.

Consumer Demand
Espino and Bellotindos (2020) reveal that the current 
chicken consumption in the Philippines is strongly 
upward trajectory. This is due to the influence of  
growth in population, urbanization, and changes in 
food preferences. Tariga et al. (2021) then stressed that 
sustainable consumption methods should be now put in 
place to continually meet consumer demand while also 
minimizing the existing environmental issues. The role 
of  consumer behavior further complicates this problem 
suggesting a more integrated approach to production and 
consumption adopting the principles of  circular economy 
(Romana & Leonardo, 2015).

MATERIALS AND METHODS
Research Design
This study employed a qualitative research design, 



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specifically a case study to investigate the current status, 
challenges, and opportunities in chicken production and 
consumption in the Philippines, with distinct focus on 
sustainability. Case studies are most typically-employed 
when there exists an identifiable problem validated 
through research, as is this context, for integrative, 
sustainability-centered studies in the poultry industry. The 
design warrants the researchers to utilize a theory-bound 
approach drawn from multiple sources (e.g observation, 
interviews and document analysis) to gather preliminary 
insights and build a groundwork for further studies 
related to circular economy practices and systems-level 
mechanisms within the poultry industry.
This design is particularly relevant given the two-fold 
structure of  the chicken industry in the Philippines 
(commercial and backyard sectors), and the under-
explored interrelations of  environmental impact, animal 
welfare, feed dependency, and consumer behavior.

Sampling Technique
The study utilized a criterion-based sampling technique, 
a form of  purposive sampling that efficiently scrutinizes 
through document contents and selects those that 
qualifies with specific and pre-established criteria to 
arrive at the research objectives. In this case, to expand 
on the knowledge of  the Philippine poultry industry. The 
inclusion criteria dictates the focus and direction of  the 
research while extracting meaningful insights and vital 
understanding along the way.
This criteria were connected to several important factors 
such as: relevance (e.g documents that are directly 
related to the chicken production policies, programs and 
organizations); credibility (include government published 
works, institutional reports and other peer reviewed 
studies that discusses the integrative implementation 
of  systems-thinking and circular economy approaches); 
timeliness (e.g the publication period of  study, specifically 
its temporal dimension), and accessibility (to ensure 
verifiability of  the study).

Research Instrument
The primary instrument used was a systematic literature 
review anchored on the criterion-based sampling technique 
and integrated with self-developed assessment matrix in the 
form of  Strengths, Weaknesses, Opportunities and Threats 
(SWOT) and Strategic Factor Analysis Summary (SFAS) 
Matrices. The analysis was crafted around significant  
domains such as production methods, feed sourcing, waste 
management, market access, regulatory challenges, and 
perceptions of  sustainability. The matrices systematically-
enhanced the organization and evaluation of  stakeholder 
responses, enabling deeper investigation of  sector-specific 
issues. For triangulation, document analysis of  secondary 
sources such as policy papers, national statistics, industry 
reports, and peer-reviewed studies was also conducted.

Validity and Reliability of  the Instrument
To ensure validity, two qualitative validity instruments 

were employed namely: Triangulation and Peer debriefing. 
The Triangulation method synergized findings from 
SWOT/SFAS matrices, literature reviews and document 
analysis altogether and ascertain the points where 
integrative knowledge congregates. This happens when 
multiple sources are used as a basis to validate findings 
and establish a conclusive insight. Peer debriefing a.k.a 
“member-checking” engages multiple researchers, subject 
experts and/or stakeholders to deliberate interpretations 
drawn from either the analyses or matrices. This discusses 
the process taken and analysis arrived at by colleagues as a 
form of  check and balance of  logic execution, immensely 
reducing the emergence of  researcher biases. Both 
instruments are qualitative in nature.
The researchers conducted the data collection in two key 
phases:

Document Review
A review of  existing literature, reports from the 
Department of  Agriculture, and publications from 
academic journals such as the Asian Journal of  Agriculture 
and Development and Philippine Journal of  Veterinary 
and Animal Sciences was undertaken.

Strategic Factors
Factors were validated and rated using crucial industry 
factors identified in the SWOT and SFAS matrices. Their 
inputs were quantified using a an SFAS rating scale for 
weighting and scoring in the final matrix synthesis.

Data Analysis
Quantitative data derived from the SWOT and SFAS 
assessments were tabulated and scored to identify 
strategic priorities, threats, and opportunities. The overall 
weighted score of  3.00 indicated a moderate industry 
position, balancing both risk and opportunity.

Scaling and Interpretation of  Strategic Factors
The SFAS Matrix Employed a Rating Scale Where
● 4.00 = Very High Influence/Impact
● 3.00 = High Influence/Impact
● 2.00 = Moderate Influence/Impact
● 1.00 = Low Influence/Impact

Ethical Considerations
This study adheres to the ethical principles of  qualitative 
research. It respects the intellectual property of  credible 
sources by attributing them in the paper. There was no 
direct human participation as the research primarily 
employed document analysis, literature reviews, and 
strategic matrix development. In addition, policy 
documents, journal articles, government and company 
reports, and other organization records were obtained 
from the global and local sources with full attribution 
given to the original authors following the APA 7th 
edition format. Those sources were used for the study’s 
purpose only.
Data triangulation was utilized as well to enhance the 



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credibility of  this research. This was done by corroborating 
the findings of  the study from multiple sources that would 
help the researchers understand the examined chicken 
production and consumption phenomena. A member-
checking was done through soliciting feedback from 
experts on the interpretation of  the data to strengthen 
the validity of  the conclusions drawn.

Documentation and Monitoring
Since the study’s methodology primarily starts with 
extensive literature review, a search strategy was employed 
where documents to be included in the analysis were 
carefully selected from the databases of  Scopus, Web 
of  Science, Google Scholar, and some peer-reviewed 
journals. The document to be considered was published 
from 2014 to 2025 to synthesize findings that show the 
latest development in the chicken industry. The paper 
applied SWOT and SFAS matrices to help visualize 
and prioritize the strengths, weaknesses, opportunities, 
threats, and other critical factors that affect the chicken 
industry within the circular economy framework. This 
way, the researchers were able to apply systems thinking 
specifically when interconnecting various dimensions 
in chicken production such as policy, market, and 
production.
The study’s monitoring procedures were periodically 
cross-checking the entries in the matrix against the 
documented original source just to maintain consistency 
and accuracy.

RESULTS AND DISCUSSIONS
Examining Consumption Patterns and Trend 
Analysis
The Philippines’ increasing demand for chicken products  
is attributed to the steady growth in consumption, 
catalyzed by expanding population, rapid industrialization 
and dynamics in dietary preferences. Processed chicken 
for instance is the main ingredient being served in fast-

food restaurants and ready-to-eat meals making it a 
popular choice among city-dwellers. Its easy, relatively 
healthy and quick preparation and cooking time earned 
the favor of  the busy and modern lifestyle.  These trends 
establish the future demand for chicken products, which 
is crucial in dictating the production and consumption 
sustainability strategies. Sharma et al. (2018) explains 
how consumption patterns are determined by price, 
availability, cultural preferences, and health concerns 
Moreover, the in-depth understanding of  how consumer 
behaviors aid in crafting targeted interventions to 
promote sustainable and logical consumption choices. 
Evaluating the impact of  rising incomes, purchasing 
capabilities of  the middle class,  the inclination towards 
more convenient food options (Alam et al., 2020) and 
how it easily fits in the contemporary lifestyle are vital 
contributory factors justifying the increase in demand 
for chicken meat products. Furthermore, the impact of  
marketing, advertising, and evolving lifestyle preferences 
offers valuable insights from which policy creation and 
creation of  a more sustainable chicken consumption 
model could leverage on.

Mapping the Risks and Prospects in Chicken 
Production and Consumption
The chicken production and consumption pattern requires 
a crucial balance between overcoming the demand 
challenges without compromising the sustainability of  
the industry. The increasing demand for chicken due 
to rising incomes creates an opportunity for industry 
expansion but also necessitates careful consideration of  
environmental and social impacts (Gomez 2024). If  the 
demand for chicken meat cannot be addressed by local 
production, imports come into the picture. However, 
overreliance on imported products to solve shortage 
issues increases strain on the ability to see through supply 
and demand which poses a threat on food security and 
long-term sustainability.

Table 1: Strengths, Weaknesses, Opportunities and Threats (SWOT) Matrix
Strengths Weaknesses
1. Backyard production of  native chickens continues to 
contribute to the poultry industry even through broiler 
inventory shortfalls during the pandemic (Briones and 
Espineli 2022).
2. New markets for the industry emerge as the Philippines 
begins to export small volumes of  chicken to other 
Asian countries like Japan and South Korea (Domingo 
and Olaguera 2017).
3. Value of  production has, for the most part, been 
increasing in the last decade. (Domingo et al. 2022).
4. Government agencies like DOST and DA support 
the poultry sector waste and promote environmental 
protection. (Dili et al., 2022) through project and 
programs e.g. DOST established egg innovation hubs. 
(Dayo, 2022; The Philippine Poultry Layer Industry 
Roadmap 2020-2040).

1. The rising cost of  inputs like feeds, medications, and 
labor impacts profit margins for producers (Gomez, 2024).
2. Lack of  registration among producers, especially 
backyard and smallholder farms, risks the violation of  
health and safety standards in the production of  chicken 
(Domingo et al. 2022).
3. There has been a decline production of  chicken eggs e.g. 
4.5% decrease in the Cordillera region (Alibuyog, 2024)
4. There is limited awareness and support for organic 
chicken production (Pantoja et al., 2023)
5. The lack of  RDE investment to enhance productivity 
and sustainability of  chicken production, especially for 
backyard farmers, has been noted by numerous studies 
(Gomez, 2024; Domingo et al. 2022).



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1. There are existing poultry waste management practices 
among producers in some areas of  the Philippines like 
San Jose, Batangas. (Medina et al., 2019; Dili et al., 2022)
2. There are established ordinances and resolutions to 
regulate poultry

1.There is limited awareness and implementation of  
regulations among some poultry owners (Dili et al., 2022).

Opportunities Threats
1. Technological advancements within the industry (poultry 
genetics, breeding, feeding, and disease management) 
can help increased productivity, efficiency, and overall 
sustainability in the poultry industry (Gomez, 2024).
2. Compost from the broiler production chain for chicken 
can be used as agricultural input, a strategy for closing 
the circular economy loop, but only if  technologies for 
proper nitrogen-treating are made more easily accessible 
(Chiarletto et al., 2021).
3. Food waste can be feasibly recycled and transformed 
into chicken feed of  equal quality to those available in 
the market if  proper household food waste collection, 
segregation, and treatment systems were developed 
(Siddiqui et al., 2021).
4. Growing demand for chicken products due to rising 
income of  the domestic market (Gomez, 2024). This can 
lead to increased domestic production and value-added 
processing. 

1. There have been numerous disease outbreaks like 
Avian influenza and Newcastle disease disrupt the 
production leading to shortages and instability of  
chicken prices (DENR, n.d.)
2. High certification costs and inadequate access to 
organic input plague the industry (Pantoja et al., 2023).
3. Lack of  government support and communication in 
the collection and release of  official data on production as 
well as policymaking (Domingo et al., 2022). Consumption
4. The demand for chicken meat exceeds domestic 
supply requiring imports to meet the shortage (Gomez, 
2024; FSA Manila, 2024).
5. Innovations in substitute food technologies will soon 
affect the demand for chicken, just as it has already done 
so in developed countries (Espino and Bellotindos 2020).
6. Improper poultry waste disposal poses threat to animal 
health, food security, water sanitation, environment, and 
public well-being (Dili et al., 2022; Inciner8, 2024)

Table 2: Internal Factor Analysis Summary (IFAS) Matrix on Chicken Production and Consumption
Internal Factors Weight Rating Weighted Score Remarks
Strengths
Backyard production of  native 
chickens

0.15 4 0.60 Longevity of  production and maintained 
supply amidst pandemic

New market emergence for 
the industry

0.11 3 0.33 Key export indicator

Continuous increase in the 
value of  production

0.1 2 0.20 Employment and company empowerment

Support from government 
agencies through agricultural 
projects and programs

0.09 2.5 0.23 Enhanced productivity and promotion of  
innovation

Implementation of  waste 
disposal and management 
practices

0.08 1.5 0.12 Improved environmental sustainability 
and reduced health risks

This is worsened by outbreaks such as Avian influenza 
and Newcastle diseases leading to further strain in supply 
and instability of  chicken prices as elaborated by the  
Department of  Agriculture Philippine Roadmap Poultry 
Layer Industry 2022-2040 (DENR, n.d.).Additionally, 
the rising cost of  input like feeds, medications, and labor 
impacts profit margins for producers (Gomez, 2024).
Another concern is the limited awareness and support 
for organic chicken production which faces challenges 
like high certification costs and inadequate access to 
organic inputs (Pantoja, 2023). An insufficient amount 
of  research and development (RDE) investment 

increasingly hampers the industry’s ability to craft and 
employ innovative solutions to enhance productivity 
and sustainability (Gomez, 2024). Moreover, the lack 
of  technical education and support to organic chicken 
production underpins the importance of  consumer 
awareness and the impact of  government efforts in 
promoting equitable practices (Pantoja et al., 2023). These 
issues are made even more highlighted when shifts from 
commercial to backyard production, only encompasses 
roughly 20% of  the industry contribution and aggravated 
by relatively lower levels of  registration and regulation 
(Domingo et al.  2022).



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Weaknesses
The rising cost of  inputs 0.13 4 0.52 Rising prices for feeds, medications and 

labor
Lack of  technical knowledge 
among producers

0.11 3 0.33 Consider mainstream media exposure

Decline of  chicken egg 
production

0.07 3.75 0.26 Specific regions reported dramatic decline 
in production

Limited awareness and support 
for organic production

0.05 3.5 0.18 Relative lack of  available & implementable 
knowledge on organic production

Lack of  RDE investment 0.04 2 0.08 Lack of  research and development on 
how to increase productivity among 
backyard farmers

Limited awareness and 
implementation of  waste 
management regulations

0.07 2.5 0.18 Unsustainable methods of  waste disposal 
increasing risks of  diseases

Total 1.00 3.00  

Table 3: External Factor Analysis Summary (IFAS) Matrix on Chicken Production and Consumption
External Factors Weight Rating Weighted Score Remarks
Opportunities 
Technological advancements 
within the industry

0.15 2.5 0.53 Longevity of  production and maintained 
supply amidst pandemic

Composting from the broiler 
production

0.11 3 0.33 Key export indicator

Recycling of  food wastes 0.1 1.75 0.20 Employment and company 
empowerment

Growing demand for chicken 
products due to rising 
purchasing power

0.2 2.5 0.6 Increased pressure on production 
systems to scale sustainably

Threats
Outbreaks 0.3 3.25 1.13 Increased disease outbreaks, which can 

compromise animal and human health
Cost of  licensing and 
certification

0.09 1.25 0.27 Consider mainstream media exposure

Insufficient government 
support

0.06 3 0.21 Specific regions reported dramatic 
decline in production

Demand for chicken products 
exceeds supply

0.04 2.75 0.06 Increased pressure on producers to boost 
output

Access to available substitute 
innovative food technologies

0.1 2 0.23 Potential shift in consumer behavior and 
market dynamics (adapt innovation)

Persisting traditional poultry 
production

0.05 2.15 0.10 Potential hindrances in productivity, and 
competitiveness

Total 1.00 3.00

Table 4: Strategic Factor Analysis Summary (SFAS) Matrix on Chicken Production and Consumption
No. Strategic Factor Weight Rating Weighted 

Score
Short Intermediate Long-

term
Remarks/
Influential Factor/s

O1 Technological 
advancements 
within the 
industry

0.09 4 0.36 x Research and 
Development



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O2 Composting 
from the broiler 
production 

0.085 2.2 0.187 x Regulatory guidelines 
and farmer technical 
awareness

T1 Disease 
Outbreaks

0.3 3.25 0.975 x Prevention and 
recovery strategies

T2 Cost of  licensing 
and certification

0.075 1.75 0.13125 x Regulatory 
requirements, 
complexity of  
compliance 
standards

T5 Availability of  
substitute food 
technologies

0.1 2 0.2 x Advancements in 
food science and 
innovation

S1 Backyard 
production of  
native chickens

0.075 3.5 0.2625 x Food security 
and supplemental 
income.

S2 New market 
emergence for 
the industry

0.1 3 0.3 x Changing consumer 
preferences

W1 The rising cost 
of  inputs

0.1 3.5 0.35 x Supply chain 
disruptions

W2 Lack of  technical 
knowledge 
among producers

0.08 3 0.24 x Constrained access to 
extension services and 
training programs

Total 1.00 3.00

The Strategic Factor Analysis Summary (SFAS) Matrix 
of  the Chicken Production and Consumption is shown 
in Table 2. The industry’s overall weighted score is 
3.00, which is considered within the industry threshold 
(Wheelen & Hunger, 2012). The matrix shows a well- 
rounded perspective with reasonable considerations for 
advantages and risks. The industry must concentrate 
on managing disease outbreaks as the T1 scores can be 
interpreted as being a significant threat; however, the 
industry is under recovery after bouts of  incidences 
relating to disease threats. On the other hand, given the 
O1 scores, utilizing technology breakthroughs is expected 
to have a positive impact with continuous advancements 
within the industry, while tackling financial and regulatory 
obstacles, as can be derived from T2 and W2, is a moderate 
concern. Growth is a result of  expanding into new markets 
(T5) and by supporting backyard production (S1), but the 
sector must put in efforts in overcoming constraints in 
rising input costs and burdens with producer registration 
(W1 and W2, respectively) The Philippines can achieve 
a  sustainable chicken industry if  the government 
and producers invest in collaborative research and 
development efforts to: a) enhance production, b)
explore alternative feed sources, c) develop innovative 
production methods,  d)amplify disease surveillance, and 
d) encourage responsible consumption habits. A holistic 
approach that engages stakeholders, from producers to 
consumers, can establish resiliency and sustainability of  
the chicken industry in the country. Applying the concept 
of  circular economy to address sustainable production 
and consumption of  chicken, certain opportunities are 

already available through international best practices that 
need only be adopted locally (of  course, after the conduct 
and validation of  participatory studies for localizing these 
technologies and strategies). These include strategies 
such as using the treated compost of  organic waste from 
chicken production as agricultural input, the recycling 
of  household waste into chicken feed given properly 
instituted collection, transportation, storage, and 
processing systems, among others (Chiarletto et al., 2021; 
Siddiqui et al., 2021).

Applying Systems Thinking for Sustainable Solutions
Investing in research and development of  sustainable 
feed alternatives such as insect-based feeds. In different 
sources, insects have consistently been described to 
compose the majority of  all living things. According to 
Britton (2020), 75% of  all named and described animal 
species are insects while The Royal Entomological 
Society UK (n.d.) says it is around 90%. Edible insects 
are good potential sources of  proteins, amino acids, and 
lipids (Lucas et al., 2020). Lucas et al. (2020)also stated that 
insect farming uses less water and space, and produces 
fewer greenhouse gas, making it a sustainable choice. 
Birds and poultry, such as chickens, naturally feed on 
insects making them a prime candidate as alternative 
feeds. From a practical standpoint, the acceptance of  
insect-based food is very low (Giotis, 2021). There are 
also health hazards related to insect- based foods as 
contaminant transfer may come from substrates, like 
kitchen waste and manure, to the insects (European Food 
Safety Authority Scientific Committee, 2015). 



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Implementing circular economy principles for waste 
management by recycling chicken manure as an organic 
fertilizer to improve soil productivity and crop production 
(Dikinya, 2010). Verma et al. (2020) listed multiple benefits 
of  utilizing chicken manure as an organic fertilizer 
including high nitrogen, phosphorus, and potassium 
content, less salt and free of  weed seeds, and not having 
any harsh chemicals that may enter the ground. With the 
increasing demand for chicken, an abundance of  chicken 
manure will be available for use. Chicken production 
is significant agricultural activity and one of  the major 
potential drawbacks of  using chicken manure is its 
contribution to air pollution. According to Fakkaew et 
al. (2022), there is a diverse range of  chemicals found in 
chicken manure wastewater, which can constitute health 
risks. The importance of  effective air pollution measures 
couldn’tbe more reiterated to minimize the adverse 
impact on human health.
Prioritization of  overall  well-being, health, and natural 
behaviors of  animals in order to improve animal welfare 
is also a key aspect of  sustainability. This entails creating 
an environment that regards animal welfare. For example, 
chickens given more space for mobility and in engaging in 
natural activities (roaming and foraging) are essential as it 
lessens their stress levels making them more resilient. This 
results in yielding better growth rates due to lower rates 
of  disease and injury (Rodenburg et al., 2005). This can 
also be a predictive indicator for higher egg production 
and improved feed conversion ratios.
Having healthier chickens would also mean fewer 
veterinary costs in the long term. Ensuring that poultry 
are raised in humane conditions equate to abiding by the 
ethical concerns about animal welfare while adopting 
higher standards from consumers that are concerned 
with animal rights (Pakseresht et al., 2022).
Advocacy, communication and mobilization (ACSM) 
campaigns in the form of  public awareness initiatives, 
sound government policies, and incentivization 
mechanisms for sustainable purchasing practices, 
increases inclination towards responsible consumption. 
Manifestations of  heightened awareness on the 
environmental and health impacts of  certain food 
choices is evident in practices such as  reducing food 
wastes, choosing ethically produced meat, and supporting 
sustainable brands. Changing consumer behavior is 
similar to transforming a pre-existing culture and 
perceiving it as a challenge would be an understatement, 
for everyone has their own habits and preferences that 
lead to unsustainable consumption patterns. Sending 
the message of  responsible consumption is essential as 
it greatly reduces customer demand for environmentally 
harmful practices. This motivates people to look at 
the health benefits of  responsible consumption as it is 
often aligned with healthier eating habits. Nevertheless, 
changes in consumer behavior is not enough to resolve 
sustainability industry challenges. It also demands for 
structural changes within the food industry. Policies that 
make sustainable products more affordable and accessible  

for example, can help trigger a normalized integration 
of  sustainability practices in the individual’s daily life. 
Tilman and Clark (2014), explains how the economy 
could transition toward more sustainable and resilient 
food systems by focusing on waste reduction, enforcing 
government regulations, and increasing ownership of  the 
concept within the communities in their own production 
and consumption causes.

CONCLUSIONS
The Philippine poultry sector plays a critical role in 
ensuring national food security while encouraging 
economic growth, but is continuously in competition 
with interwoven social, economic and environmental 
challenges. Heavy dependence of  farmers to imported 
feeds puts the sector to vulnerable position in facing 
highly-volatile global market prices, driving up consumer 
expenses and reducing producer profit margins. 
Moreover, inefficient waste management habits of  both 
large-scale and backyard operations are great contributors 
to water and soil contamination exacerbating ecological 
degradation. Limited access to resources and technical 
expertise among smallholders result to suboptimal 
poultry management and reduced overall product 
quality. The limited public awareness about sustainable 
habits intensifies the adverse effects of  production and 
consumption. The industry’s dual structure of  operating 
in commercial and backyard setting, requires tailor-fitted 
strategies that motivates collaboration across the value chain.
Systems-thinking and circular economic approaches 
in poultry-farming can achieve the transformative shift 
needed by the poultry industry to minimize wastes and 
optimize resource efficiency. The study recommends 
designing a waste conversion facility, turning chicken 
manure to organic fertilizers or biogas, developing 
local insect-based feed substitutes, and incentivizing 
eco-friendly feed adoption. Reinforcing vigorous waste 
management regulations to ensure humane animal 
treatment and boosting small-scale farmer education are 
prioritized. Additionally, the establishment of  a national 
and regional sustainable poultry council can bridge 
the gaps and drive change in terms of  policy-making, 
infrastructure investment, upholding global standards 
and fostering resilient, lucrative and environmentally-
sustainable poultry sector.

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