Chili is one of high-value horticulture commodities, prioritized for its production expansion, and has no substitute. Chili price is inflationary due to its high fluctuation. This research aims to analyze performance of its supply chain management. Primary data was collected in Malang Regency, East Java, from chili agribusiness actors. Data collected were analyzed using both descriptive and marketing margin approaches. Great red chili, curly red chili, and cayenne farm businesses were profitable with benefits each ranged from Rp 24.44 million to Rp83.8 million/season/hectare. The R/C ratios varied from 1.62 to 2.89 indicating that chili farming is feasible. Most of value chain was gained by retailers, merchants, and wholesalers. Wholesalers at the central market played significant role in collecting chili from farmers and distributed it to consumers through retailers. Strategy to improve marketing efficiency is through enhancing integrated chili supply chain management.