Research Paper, pp. 475-492Purpose – The purpose of this paper is to examine the determinants of awareness of and compliance with chicken feed standards among chicken farmers in Tanzania. Design/methodology/approach – A total of 107 respondents in two regions were selected through simple random sampling. Structured questionnaires were used to collect data. Descriptive statistics and multiple regression approaches were used in data analysis. Findings – The results revealed that the level of awareness of standards is low and the compliance level is even lower at the same time as the data indicated a positive relation between awareness and compliance. Attending seminars, knowledge dissemination by extension agents, farmers’ awareness of the existence of other standards and health consciousness have a significant and positive influence on awareness of feed standards while the age of the farm and dependence on farm formulated feeds have a significant negative influence on awareness of standards. On the other hand; knowledge dissemination by TBS, awareness of chicken feed standards and awareness of the existence of other standards apart from chicken feed standards, have a significant positive influence on compliance with feed standards. Research limitations/implications – These findings indicate that regulators should invest more in awareness creation campaigns to enhance compliance with feed standards at the same time as feed processors should develop closer knowledge and learning links to farmers. Originality/value – The findings of the study are expected to positively contribute to performance of chicken industry in Tanzania by promoting production of products that are of quality accepted domestically and abroad.