Food connoisseurs have consumed rabbit meat, broilers, or roasters for centuries. China, North Korea, Italy, Russia, and Ukraine are the countries with the highest rabbit meat production in the cuniculture industry. For Malaysia, the cuniculture industry has been obscure. With the current food security situation, roasters should be prominently showcased as the alternative to chicken meat. Thus, the study investigates entrepreneurship, technology usage, and marketing strategies for sustainable rabbit meat production in Malaysia. The qualitative methodology design utilized interviews for primary data collection among rabbit farmers in Perak and Selangor, Malaysia. The findings evidenced a lack of entrepreneurial skills and marketing with limited technology usage among rural rabbit farmers. The implications from the findings significantly showed that the rabbit breeders or farmers require more support from the relevant agencies in marketing and promoting their products. Malaysia’s rabbit meat has the potential to penetrate the international ‘halal’ market. Hence, it is recommended that further studies be undertaken to research other facets of Malaysia’s rabbit farming and roaster production to create awareness of the nutritional values of rabbit meat to the public and for sustainable socio-economic wellbeing in the rural ecosystem.
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