The potentials of the traditional beef cattle sector in Lake Victoria Basin (LVB) have only been utilized marginally. The sector still suffers from limited access and linkages to premium markets, lack of entrepreneurial dynamisms by actors, as well as, use of poor production and processing technologies. This paper applies the results of participatory market analysis and questionnaire surveys to map the value chain and assess profitability in each node. The study findings suggest that the value chain was generally operating inefficiently. Overall, cattle producers received lower prices and profit margins. Vertical integration of livestock farmers, beef processors, and traders was limited. The paper recommends tailor made campaigns and training that will sensitize producers to treat beef cattle keeping as a business, set aside at least few animals for sale in each year, fatten them using locally available feeds and produce animals of good quality which will earn them good money.