Domestically produced poultry products in United Arab Emirates (UAE) are mostly marketed fresh. The objective of this research was to analyze the economic performance of the production supply chain and estimate consumers’ Willingness to Pay (WTP) higher prices for fresh/chilled and locally-produced products such as fresh/chilled whole chicken and eggs. The authors conclude that increases in productivity are possible by adapting “best practices.” Applying “best practices” is expected to increase market share for locally produced poultry products against fresh imported poultry products. Results of the cross-section survey data collected, analyzing the demand side, found that WTP is significantly affected by explanatory households’ socio-economic characteristics variables such as income, nationality, head of household age and gender.