This document provides background information on agribusiness and rabbit farming. It discusses how agribusiness involves the entire supply chain from farm to consumer. Rabbit farming offers opportunities as a small-scale enterprise that provides nutrition and income. The study focuses on factors influencing the unwillingness of farmers in Marondera District, Zimbabwe to adopt commercial rabbit keeping despite its benefits. Previous related studies identified challenges like limited access to information, breeding issues, and lack of support services. The objectives are to profile rabbit producers, examine relationships between farmer characteristics and adoption, and assess rabbit production's impact on livelihoods. The study aims to inform policies to promote rabbit keeping and rural development goals.