This study explored appropriate options for smallholders to maximise market price for Indigenous chicken products in rural and urban markets in Western Kenya (Rongo, Homabay and Kisii in 2008 with results revealing that, the major participants along the indigenous chicken supply chains are village brokers, distant traders, and urban assemblers, who eventually sell hotels, butchers and households. Buyers preferred hens followed by cocks, and attached greater preference on weight and high market prices. The price differential was un-uniform, with the larger differentials recorded between farmers and the middlemen. Turnover and losses were however the key determinants of the selling price. The study thus recommends training of farmers on the market linkages and on accessing market information about final consumer prices and preferences. Last, but not least, interventions to empower farmers to carry out selection for improved weight through feeding should be encouraged.