This thesis is an outcome of four research activities undertaken during my four-year PHD research program at the University of New England, each contributing unique and valuable insights. The activities included the Review of literature, Qualtrics surveys, Analysis of poultry market data, and Short-term market intervention. The main objective of this research was to promote the sustained use and conservation of various breeds of Indigenous chickens (Gallus domesticus) (ICs) in Zambia. The four main research questions were: 1. Have IC breeds disappeared in the past decade? 2. Are Small-Scale Farmers (SSFs) benefiting from keeping ICs? 3. What are the challenges faced by IC producers? 4. What measures and strategies could reduce the challenges and enhance the performance of the IC sector in Zambia?