The food processing industry is faced with complex challenges that are, among other things, associated with changes in the global environment. The goal of this paper is to gain knowledge about millennials (those born at the end of the 20th century) perceptions of locally sourced and produced fresh poultry in a developing economy, and to understand the influenced factors in the locally food market development. The research showed that this sector expresses a positive attitude towards locally sourced and produced fresh poultry. Additionally, there is a significant tendency towards purchasing fresh poultry of domestic origin because of its quality and safety. These results are particularly useful for product marketing and future product development in the locally sourced and produced poultry sector, as they provide an indication as how it can better reach and satisfy millennials. Our study shows significant opportunities, challenges and potentials in the development of the locally sourced and produced food market.