Rabbit (Oryctolagus cuniculus) farming has recently contributed to major impacts on food security in both local and holistic aspects. This paper aimed to identify the socio-demographic profile of rabbit raisers in Partido and characterize their motivation in pursuing rabbit production. This study was conducted in the 4th congressional district of Camarines Sur. It had a total of 24 rabbit farmer respondents who are raising at least 10 rabbit heads and with one-year production experience from

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... municipalities of Tigaon, Goa, and San Jose. Mixed methods research design was utilized in the study reinforced with open-ended interview questions. The data gathered were analysed by means of descriptive statistics. Findings revealed that the majority of the rabbit raisers were composed of young self-employed professionals who had 1 -2 years of engagement in rabbit production. 70% started raising rabbits for the purpose of pets or leisure then learned to shift production for the purpose of selling and personal consumption. The majority sell their rabbits using Facebook Marketplace and share posts online. Raisers normally join watch You-Tube vlogs and join rabbit associations to benchmark. 62% had basic training in rabbit raising in the form of webinar series and limited face-to-face. It was recommended to conduct an awareness campaign about rabbit farming and edibility of rabbits as alternative healthy meat through extension activities.