This study was conducted through direct observation and questionnaire-based interviews at 48 minimarket outlets across the five regions of DKI Jakarta. The locations were selected proportionally to represent variations in store characteristics and consumer patterns, thereby providing a comprehensive overview of the readiness of minimarket networks to support the marketing of cage-free egg products 

The observations show that, to date, all minimarket outlets still sell conventional eggs in various types, such as regular chicken eggs, omega-enriched chicken eggs, kampung (free-range native) chicken eggs, and omega-enriched kampung eggs. Cage-free products were not found at any of the observed locations. This finding highlights a significant opportunity for retailers to expand consumer choices while strengthening their image as progressive businesses that care about sustainability. The survey of employees across the 48 outlets indicates a fairly strong understanding of animal welfare principles. Most respondents emphasized the importance of basic needs such as adequate food, water, and proper shelter (60.4%), as well as cleanliness and regular health checks (58.3%). Interestingly, nearly 39.6% of respondents stated that all animal welfare principles are valid, suggesting that a portion of employees already has a comprehensive understanding of the concept. This indicates that internal awareness of animal welfare issues has begun to develop, although it still needs to be strengthened, particularly in aspects related to animals’ psychological well-being and natural behaviors.

More importantly, the survey also confirms that the majority of employees believe that offering cage-free eggs would align with the store’s image. A total of 37 employees (77.1%) stated that this initiative is highly consistent with the company’s image, while 43 employees (89.6%) considered cage-free products to be an added value for the outlets, enhancing their reputation in the eyes of consumers. Only a small proportion of respondents viewed it as less suitable or had not considered it, indicating that internal support for the cage-free initiative is relatively strong and consistent  

This finding highlights three key points for minimarket networks in Jakarta:  

1. Promising early adoption, Although cage-free products are not yet available, employee and consumer awareness paves the way for future adoption.  
2. Stronger corporate image, Providing cage-free products is seen as consistent with sustainability values and corporate social responsibility  
3. Open market development opportunities, By expanding distribution and improving accessibility, outlets can position themselves as pioneers of positive change  

Overall, this study confirms that the cage-free initiative in Jakarta is not merely a supply issue, but also part of a broader strategy for building reputation and consumer trust. By offering cage-free products, minimarket networks can strengthen their image as partners committed to animal welfare, sustainability, and better consumer choices. Evidence from these 48 outlets provides a strong foundation for advocacy to accelerate commitments, improve affordability, and expand equitable access to cage-free products across Jakarta.