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Abstract Commercial quail (Coturnix coturnix) farming has recently gained recognition from the South African poultry industry as a potential source of protein, which can be used to alleviate protein-energy malnutrition as well as food and nutrition insecurity in rural South Africa. Over six large-scale and hundred small-scale farmers are currently producing various quail breeds for commercial purposes in South Africa. However, these farmers face challenges of high feed costs, diseases, poor health care, low demand (for quail meat and eggs) and limited access to the markets. In addition, the lack of a pre-existing local market for quail meat and eggs has seen most farmers exporting these products to other countries, but with low profit margins owing to the slow growth experienced by world economies. Furthermore, the socio-economic crisis brought by the global Coronavirus Disease 2019 (COVID-19) pandemic has exacerbated these challenges as most of the countries enforced nationwide lockdown to mitigate the spread of the virus. Although this initiative was taken to save lives, it left quail farmers not knowing where to trade their stock due to large uncertainties in the social and economic domain, compounded by the fact that many South African citizens are traditionally accustomed to chicken products. Moreover, the size of the quail in relation to its market price when compared to that of chickens continues to lower its demand causing a lot of quail businesses to collapse. Thus, it is imperative to explore strategies that can reduce the cost of producing quail, while increasing their demand and popularity. Non-conventional feed ingredients and phytogenic feed additives that are inexpensive, locally available, and readily accessible should be identified and evaluated in quail diets to deliver sustainable production systems that will ensure that these birds continue to play a significant role in food and nutrition security of humans. In addition, extension service workers and quail farmers need to form a collaborative team to increase awareness about the benefits of quail products and build a long-lasting and profitable quail business. In this work, we present potential rearing methods for commercial quail production, nutritional benefits of quail products, as well as nutritional solutions for a sustainable and profitable quail business. Lastly, we review prospective awareness programs and marketing strategies that are aimed at successful commercialisation of quail using various networks.