In Rwanda, relatively few households consume eggs — even though eggs offer a range of nutritional benefits, especially for children and pregnant and lactating women. In part, this is because eggs are simply not accessible to consumers in Rwanda. Compared to other livestock value chains, poultry and egg production require sizeable upfront and working capital. Smaller businesses may struggle with this: They often face constraints to invest in infrastructure, equipment, and inputs. In particular, egg production enterprises struggle when their hens are young, under 16 weeks of age, which is known as the pullet development stage. In early 2022, Feed the Future Rwanda Orora Wihaze, an activity that supports livestock market actors using a market systems development approach, noticed a rising demand for eggs. They saw this as a critical opportunity to introduce new business models that could address production inefficiencies, which would ultimately benefit both producers and consumers.