A major constraint for small-scale poultry farmers in the rural areas of the Niger Delta is the periodic outbreak of Newcastle Disease (NCD) and other preventable diseases. Mortality rates due to these diseases is over 30% with an estimated loss of eight billion Naira per year. MADE identified that the prevalence of the diseases can be reduced significantly through sustainable access to vaccination for the small-scale farmers. The programme, therefore, carried out a feasibility study to identify market-based solutions which can extend the supply of NCD vaccination to the region’s rural areas in an affordable, pro-poor manner. MADE initially focused on traditional birds, but later, extended to include all bird species.