This article addresses the dynamic impact of the 2005 H5N1 avian influenza outbreak on the Turkish poultry sector. Contemporary time-series analyses with historical decomposition graphs are used to address differences in monthly price adjustments between market levels along the Turkish poultry supply channel. The empirical results show that price adjustments are asymmetric with respect to both speed and magnitude along the marketing channel. Results also reveal a differential impact of the exogenous shock on producers and retailers. The findings have critical efficiency and equity implications for the supply-chain participants.