Chicken Marketing Summit 2016
Understanding changing consumer attitudes and demands
July 10-12, 2016
Omni Hilton Head
Hilton Head, South Carolina

Thank you to all attendees and sponsors!
Save the Dates for Chicken Marketing Summit 2017, July 16-18, 2017, Asheville, NC

HomeTopics/SpeakersJuly 10thJuly 11thJuly 12th

NCC’s Chicken Marketing Summit 2016 brought together a unique cross-section of poultry industry stakeholders to network, share, learn and dialogue together about the opportunities and challenges for chicken being driven by fast-changing consumer trends. This event is a must-attend event for key poultry professionals in the USA and Latin America. Presented by the National Chicken Council and WATT Global Media, the 41st annual Chicken Marketing Summit was held July 10 – 12, 2016 at the Omni Hilton Head Oceanfront Resort in Hilton Head, South Carolina. The event will remain a member benefit for NCC processor and allied member companies, as well members of the National Poultry and Food Distributors Association.

Registration rates (registration is now closed)
National Chicken Council Member: $1095
National Poultry & Food Distributors Association Member: $1095
General Attendee (Non-Member): $1195
Spouses/Companion: $300
Retail Grocery, Foodservice: $0 (Complimentary)
Trade Association Representative: $0 (Complimentary)
Press/Government/Academia: $0 (Complimentary)

Registration includes all educational sessions, session materials, breakfasts, networking lunches, evening receptions and refreshment breaks.

5 Reasons to attend the Chicken Market Summit:

  • Join poultry business leaders and influencers from companies already signed up to attend, including:
    Boston Market Corp, Buffalo Wild Wings, Chick-fil-A, Maple Leaf Farms, Mountaire Farms, Perdue Farms, Pilgrim’s Pride, Simmons Foods, Tyson, Zaxby’s and more
  • Engage with the entire chicken supply chain
  • Build relationships and share ideas
  • Focus on the dynamically changing consumer
  • Network and learn

Serving a unique cross section of the chicken supply chain, the NCC Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.

Press and media seeking admission into the Chicken Marketing Summit must be approved by the event organizers. Organizers will provide press releases, and video footage taken by Chicken Marketing Summit staff upon request. Please contact Steve Akins at for more information.

Content & Education

  • Analysts will provide economic forecasts for chicken and competing meats.
  • Speakers from the supermarket and foodservice segments give chicken marketers the opportunity to hear directly from their customers about the opportunities and challenges for chicken in their respective business.

In addition to learning educational sessions, attendees will also have networking opportunities during breaks, lunch and Q&A to foster interaction between Chicken Marketing Summit speakers and fellow poultry industry peers.

The NCC Chicken Marketing Summit is geared toward the interests of Poultry Marketing and Sales Executives, Supermarket and Foodservice Buyers, Allied Industry Sales and Marketing Executives, Distributors and more.

Chicken Marketing Summit 2016 Sponsorship Opportunities

WATT Global Media and the National Chicken Council (NCC) have formed a new partnership and rebranding of the chicken industry’s annual marketing conference, held each summer for the past 40 years. This partnership will ensure that the Chicken Marketing Summit not only continues to be a value to members, but that it will be sustainable and growing in the years ahead. The annual event will benefit from leveraging WATT’s strong poultry brands, content expertise, relationships, audience databases, marketing channels and event production experience.

Sponsor Opportunities: Click here to view and download the Conference Prospectus

Sponsorship opportunities at the Chicken Marketing Summit take you beyond advertising and go further towards enhancing your company’s brand. Be among the first to sign up for sponsorship to maximize your exposure across multiple opportunities before, during and even after the event.

To learn more, contact Steve Akins, Vice President, Publisher at for pricing and details.

New Event Details coming in early 2017!
In case you missed it, here is the featured list of Chicken Marketing Summit 2016 Topics & Speakers
To download the Chicken Marketing Summit 2016 Program Guide, Click Here!

Monday, July 11

McDonald’s vision for antimicrobial stewardship in food animals
McDonald’s USA Director of Quality Systems, Ernie Meier, will discuss the fast food chain’s decision process in arriving at the chain’s antibiotics policy, and how McDonald’s works with poultry suppliers and communicates with consumers on the issue.
He will also discuss the McDonald’s process for keeping the consumer’s perspective in mind and listening to customers and maintaining transparency about their food. Meier will also address how McDonald’s partners with its supply chain to understand the intricacies of the decisions and the impact on suppliers as the chain’s policy is implemented.
Presenter: Ernie Meier, the Director of Quality Systems, McDonald’s USA

Chicken welfare: Measures with impact
How can the poultry industry tell its story about continuously improving the care of chickens in a world of undercover animal abuse videos? This session will explore the research the National Chicken conducted to create a strategy that works to emotionally reach consumers and restore faith in chicken care.
Presenters: Tom Super, Senior VP of Communications, NCC, and Melissa Kinch, Partner and Associate Director, Ketchum West

Predicting future behavior of U.S. poultry consumers and activists using Big Data
Richard Kottmeyer will highlight his latest analytical research and findings regarding consumer sentiment and apply them to the poultry industry to predict potential trends which will affect poultry in this year and beyond. Be prepared for bold predictions backed up by solid data and expect to better understand how consumers really think about protein.
Presenters: Richard Kottmeyer, V.P. of Agriculture & Food, Luxoft

An alternative to “Never Ever” antibiotics marketing
Concern over the increase in antibiotic resistance in human medicine has fueled the surge in demand for so-called ABF or “Never Ever” antibiotics growing programs for broilers. Will consumers accept an alternative besides “Never Ever.” In 2014, School Food FOCUS and the Pew Charitable Trust developed the Certified Responsible Antibiotic Use Standard, the first USDA-certified standard that allows for minimal use of medically important antibiotics in poultry production—but only when prescribed by a licensed veterinarian. Poultry companies interested in meeting CRAU must undergo regular USDA audits to verify conformance.
Presenter: Dr. Karin Hoelzer, DVM, PhD, officer in health programs, Pew Charitable Trust

Transparency for high-volume animal agriculture
What if instead of hiding animal agriculture production practices out of sight, farmers opened up their operations to the public and charged admission? Fair Oaks Farm has done just that and welcomes a half million guests to its Indiana operations annually. Learn how a 37,000 cow dairy and 3,000 sow farrow to wean facility has opened its doors to daily visitors and entertains while it educates the public about animal agriculture. A laying hen operation is on the drawing board, so Fair Oaks will soon be in the poultry business as well. Find out why Fair Oaks has taken this novel approach to transparency and learn what the results have been.
Presenter: Gary Corbett, CEO, Fair Oaks Farm

Consumer chicken consumption survey results
This exclusive survey reports the latest consumption trends for US adults, including purchases from supermarkets and food service. We’ll also report purchase influences and compare to last year’s findings.
Survey made possible by primary research sponsor Elanco and contributing sponsors National Chicken Council and WATT PoultryUSA.
Presenters: Joyce Neth, WATT Global Media, Laura Kleckner, ORC International and Delbert Holzer, Elanco
Survey made possible by primary research sponsor Elanco and contributing sponsors National Chicken Council and
WATT PoultryUSA.

Fresh prepared foods and poultry: Reshaping the retail perimeter
The perimeter departments of grocery stores are becoming the fulcrum point for maximum retail differentiation, the basis for deeper and more engaging customer experiences, and a retailer focus for space expansion. Fresh Prepared Foods is the fastest growing department on the perimeter, and leaders are using Fresh Prepared Foods to:

  • Compete with restaurants and specialty channels
  • Create stronger emotional linkages with customers
  • Separate from competitors and create dominant brands
  • Gain bargaining power with suppliers across the store

Chicken and other proteins are leading the way in building the department sales growth, but navigating these fast currents will require understanding key trends around convenience and food transparency, among others.
Presenters: Chris DuBois, IRI and Elizabeth Ehrhardt, IRI Protein Practice

The expanding market for ‘slow growing’ chickens
With Whole Foods commitment to shift to only selling so-called slow growing breeds of chickens, we will take a look at this market niche and how it is developing in Europe. From Label Rouge birds in France to “Freedom Food” in the UK or “Chickens of Tomorrow” in The Netherlands, alternative genetics in the form of slower growing breeds are an expanding market niche in many developed countries.
Presenter: Claude Toudic, EMEA technical manager, Hubbard France

Tuesday, July 12

Chicken Purchaser Panel Discussion
Hear from top executives in major retail and food service companies what their customers are doing and what they are hearing from consumers.
Foodservice panelists discussing chicken marketing trends will include:
Dean Bradley, Director – Protein Supply, Buffalo Wild Wings
Mike Ledford, Supply Chain – Food and Beverage Sourcing, Chick-fil-A
Chris Chang, Chief Financial Officer, Raising Cane’s
Retail grocery panelists:
Stefan Oellinger, Category Merchant/Sourcing – Meat and Poultry, Fresh Direct

Building a consumer and regulatory intelligence network: A lesson from a key consumer facing brand
Some brands are excellent at seeing the early threads of a consumer trend or activist movement and know where to insert themselves into conversations. Learn how the poultry industry can modify the war rooms and tools of the best known brands to see the early signs of change and better guide the conversation. Learn how using a strategy of big data and deep analytics would have allowed one poultry company to have saved over $200 million by recognizing a food safety problem well before a recall was initiated.
Presenters: Richard Kottmeyer, V.P. of Agriculture & Food, Luxoft
and Victoria Platt, IBM

How a B2B company engages consumers
Burger is a 15 year veteran at Monsanto and is a communications specialist having worked on the company’s internal communications efforts, leading Corporate Social Responsibility Reporting, and Annual Reporting. His current work focuses primarily on measuring Monsanto’s reputation metrics as well as language strategy, or how to communicate to consumers about Monsanto and the agricultural industry overall.
Presenter: Mike Burger, corporate insights and measurement manager, Monsanto

New Event Details coming in early 2017!
Agenda from Sunday, July 10, 2016
2:00-6:00 p.m. Summit Registration and check-in

3:00-4:30 p.m. National Chicken Council Marketing Committee Meeting

4:30-6:00 p.m. Welcome Reception (Dinner on own)

New Event Details coming in early 2017!
Agenda from Monday, July 11, 2016
7:30 a.m.-4:30 p.m. Summit Registration and check-in

7:30 a.m.-8:30 a.m. Continental Breakfast

8:30 a.m.-8:50 a.m. Welcome presentation by Mike Brown, President, National Chicken Council

8:50 a.m.-4:10 p.m. General Sessions

10:10 a.m.-10:40 a.m. Refreshment break

Noon-1:30 p.m. Group Buffet Lunch

4:30 p.m.-6:00 p.m. Cocktail Reception (Dinner on own)

New Event Details coming in early 2017!
Agenda from Tuesday, July 12, 2016
7:00-11:15 a.m. Summit Registration and check-in

7:00-8:00 a.m. Continental Breakfast

8:00-11:00 a.m. General Sessions

9:30-9:45 a.m. Refreshments Break

11:30 a.m. Golf BBQ Lunch Buffet

12:30 p.m. Golf Tournament/Shotgun Start

5:30-7:00 p.m. Cocktail Reception & Golf Tournament Awards (Dinner on own)



Presented by