First off, I suppose it depends on what kind of scale you're considering. You mentioned in another
thread you were thinking about 50 birds, and that's completely doable for a first time.
You can get perfectly reasonable stock for butchering purposes from most large hatcheries. They won't have been selectively bred to realize the full potential of the breed, but by sticking with the mainstay dual-purpose birds (I would recommend White or Barred Plymouth Rocks, New Hampshire Reds, and Naked Necks, based on my own experience) you'll do pretty well. Alternatively, you can search around for someone locally who is actively breeding
chickens for meat characteristics and buy chicks from them, as they'll be a leg up on the hatchery chicks. I don't know what kind of connections Kelly Klober has, but he's very knowledgeable and in my experience is more than willing to help, and might be worth contacting to get references for someone nearby. I don't want to put out any contact info online, but if you search around for "River Hills Farmers Market" or "River Hills Farmers Alliance" you ought to be able to find a phone number. (For that matter, he often writes for
Farming Magazine, and his contact info is at the end of each article.)
You'll usually read that the first thing you should ever do is have your marketing figured out before you produce a single thing. That's true to an extent--you don't want to butcher 1000 broilers and then go, "Now what?"--but at the same time you're not likely to find anybody willing to commit to buy your
chickens before you've even produced them.
The answer, in my opinion, is to start small (like 50) and figure out what the market is. If you offer 50 for sale and nobody wants one, you eat a chicken a week for a year. If you offer 50 for sale and there's demand for 1000, there's always next year. (If you offer 1000 for sale and nobody wants one, you eat chicken for breakfast, lunch, and dinner, darn near every day. If you offer 1000 for sale and there's demand for 1000, buy lottery tickets and forget about chickens.)
In short, programs like the one you linked are perhaps a quick way to good stock, but they're far from the only way. Just like you can buy or grow "organic" produce that isn't officially certified, you can develop or buy great livestock that's not officially certified either. As far as discernment, that'll come with time. I can't claim to be an expert, but I know a heck of a lot more now than I did even a year ago. The key, I think, is just exposing yourself to as much as possible, until eventually you'll realize you're gaining an eye for it.
Let me be clear in saying that I have nothing against the program, and have no reason to dismiss them as not worthwhile. I can only give my experiences, and tell what I would do (and have done) in a similar situation.