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

It is anticipated remaining seats will become limited soon. We recommend registering today!

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NCC’s Chicken Marketing Summit 2016 brings 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 will be 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
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 2016:

  • 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.

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.

Chicken Marketing Summit 2016 Session Topics & Speakers
To download the Chicken Marketing Summit 2016 Program Guide, Click Here!

Monday, July 11

8:50 a.m. – 9:30 a.m.
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

9:30 a.m. – 10:10 a.m.
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

10:40 a.m. – 11:20 a.m.
Predicting future behavior of U.S. poultry consumers and activists using Big Data
Richard and Peter will highlight their 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
and Peter Walter, partner, L.E.K. Consulting

11:20 a.m. – Noon
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

1:30 p.m. – 2:10 p.m.
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

2:10 p.m. – 2:50 p.m.
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 and Delbert Holzer, Elanco
Survey made possible by primary research sponsor Elanco
and contributing sponsors National Chicken Council and
WATT PoultryUSA.

2:50 p.m. – 3:30 p.m.
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

3:30 p.m. – 4:10 p.m.
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

8:00 a.m. – 9:40 a.m.
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

9:40 a.m. – 10:20 a.m.
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

10:20 a.m. – 11:00 a.m.
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

Sunday, July 10
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)

Monday, July 11
7:30 a.m.-3:15 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. Cocktail Reception (Dinner on own)

Tuesday, July 12
7:00-10:00 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

Photo 1 Robert Trent Jones Hole 10
The Chicken Marketing Summit Golf Tournament will be held on Tuesday, July 12, 2016, 12:30 p.m., ET at the Robert Trent Jones Oceanfront Course, home to one of only two oceanfront holes on Hilton Head Island. Widely known for its open, inviting layout and spectacular views of the Atlantic Ocean, the Robert Trent Jones Oceanfront Course was named “South Carolina’s Golf Course of the Year and is one of the best golf courses in the Southeast”, by Golfweek magazine. The most wide open of the three Palmetto Dunes layouts, the Jones course changes with the breezes rolling in from the Atlantic Ocean, making every hole play differently, whenever the winds change. Proper golf attire is required – Proper golf attire includes a shirt with collar. Jeans and metal spikes are not permissible. $200 per player fee covers greens fees, golf cart, (3) tees, BBQ lunch, use of practice range and Poultry Power Beverage Cart.

Club rentals are available at $45 per rental set. To ensure a sufficient number of rentals are available, pre-registration is required.

Team awards will be given at the Closing Reception for: First Place, Second Place and Sportsmanship Foursome. Longest Drive and Closest to the Pin will also be awarded at the Tuesday Reception to be held at the Omni Resort.

Omni Hilton Head Resort


Surrounded by sugar sand beaches and miles of lagoons and bike trails, as well as world –class tennis facilities and 54 holes of championship golf, the Omni Hilton Head Oceanfront Resort is the definition of a tropical paradise Located in the prestigious Palmetto Dunes community on South Carolina’s Hilton Head Island, this Oceanside resort features sweeping views of the Atlantic.

The Omni Hilton Head Oceanfront Resort is proud to unveil a $17 million rejuvenation. Each opportunity for the guest experience, including the front entrance, lobby, guest rooms, meeting facilities, fitness center and Ocean Tides Spa, has been transformed. Outdoor areas are revitalized including direct beach access, beautiful new pools, updates to both the upper and lower courtyards and the addition of another great fire pit near the deck of our award-winning restaurant, HH Prime. Throughout these renovations, the hotel has maintained the lavish, sub-tropical landscaping and exotic garden atmosphere that has long been the signature of the resort.

Enjoy beautiful views from 323 re-styled suites, including 295 studio suites, 8 traditional one-bedroom suites, and 20 oceanfront suites. Resort suites now feature enrichments to the floors, kitchens, furniture and décor. At more than 530 square feet with mini kitchens and private balconies, our Studio Suites are the largest, newest, and most comfortable resort accommodations on Hilton Head Island.

As part of the prestigious Palmetto Dunes Oceanfront Resort community, the luxury Hilton Head beach hotel offers an 11-mile lagoon system ideal for kayaking and canoeing, bike trails, 25 tennis courts and three championship Hilton Head golf courses featuring 54 holes of golf. The resort also showcases a beautiful new beach side poolscape that includes two family pools, one adult only pool, kid’s splash zone, two hot tubs and private cabanas all set among native tropical foliage.

Omni Hotel Hilton Head Oceanfront Resort

23 Ocean Lane
Hilton Head Island, South Carolina 29928
(843) 842-8000


  • Non-smoking luxury hotel
  • 323 studio suites with mini kitchens and balconies
  • 20 Oceanfront Suites and eight Resort View Suites, each with separate king bedrooms
  • Expansive white sandy beaches with chairs, umbrellas or beachside cabanas available
  • Three swimming pools and two beachside hot tubs
  • Full-service Ocean Tides Spa
  • 54 holes of championship golf
  • 25 tennis courts
  • 11-mile lagoon system for canoeing and kayaking


The National Chicken Council Marketing Summit group rate for run-of-house suites are $255 per night, plus applicable state and local taxes of 10 percent, $2 Chamber of Commerce fee, and $11 resort services fee.

Resort suites offer personal refrigerators, flat screen HDTVs, a working desk, convenient ports and outlets, Wi-Fi, a furnished balcony or patio and either one king or two queen beds.

NCC group rates will be extended to accommodate arrivals two days prior to the official dates of the meeting and two days after the official dates of the meeting, subject to room availability at the time of request.

To Make Hotel Reservations

  • Currently, the Omni Hilton Head Hotel is sold-out. However, individual cancellations often occur between now and the event dates. As an additional housing option, we have blocked overflow guest rooms at the Marriott Resort & Spa, please see details below or Click Here to book your group rate at the Marriott Resort & Spa.
  • Marketing Summit participants are responsible for making their own hotel reservations at the Omni Hilton Head Oceanfront Resort no later than Wednesday, June 8, 2016. Reservation requests received after 5:00 PM, ET, Wednesday, June 8, 2016, will be based on availability and accepted at the Hotel’s prevailing rates. Reservations can be made on line with the following link:
  • Or, phone the resort at (843) 842-8000 . Mention Watt Global Media National Chicken Council Marketing Summit 2016 to secure the group rate.

Resort Service Charge includes the following resort services:

  • Complimentary Self Parking
  • Unlimited internet access in all accommodations
  • Resort transportation service within 3 mile radius
  • Unlimited use of Health & Fitness Center
  • In Room Coffee Service and Bottled Water
  • Local & Toll Free Phone Access
  • Resort beach access
  • Preferred reservation access to Ocean Tide Spa

NEW Room Block addition:
Hilton Head Marriott Resort & Spa
One Hotel Circle
Hilton Head Island, South Carolina, 29928
(843) 686-8400

Set on the oceanfront, this modern golf resort features airy rooms with resort or ocean views, and feature free Wi-Fi, flat-screen TVs and minifridges, plus tea and coffeemaking facilities. Marriott and Omni Hotels have resort shuttles that will drive attendees to and from each property.

Group rates are $299 resort view and $379 ocean view, single or double occupancy per night.
Click Here to book your group rate at the Marriott Resort & Spa
*** $20 daily resort fee applies ***
Last day to book: June 16, 2016

Important Hotel Cancellation Policy & Early Departure Fee

  • All reservations must be accompanied by a credit card guarantee in the amount of one night’s room rate. Cancellations may be made without fee, three, (3), days prior to your arrival date. Cancellation within three days prior to arrival or “failure to show” will cause forfeiture of your deposit. Any guest who does not check in on the scheduled arrival date and arrives after the confirmed date of check-in, will cause forfeiture of one night’s room rate. Any guest who checks out prior to their scheduled departure date as confirmed upon check-in will incur one night’s room rate. This cancellation policy will be strictly enforced by the Resort.

Hilton Head Island is the ultimate meeting place. On this 12-mile island, you’ll find all of the ingredients needed for a world-class meeting. Unspoiled natural beauty, relaxed pace and Southern hospitality come together to provide a setting that builds relationships, inspires creativity and relaxes and rejuvenates the spirit.

By Air:
American Airlines offers daily flights from Charlotte to Hilton Head Island Airport (HHI).
The nearest international airport is Savannah/Hilton Head International Airport (SAV), 45 minutes from the Island. American, Delta, JetBlue and United offer 45 nonstop flights to and from 11 major U.S. cities.

american airlines
(800) 433-7300
• 2 daily nonstop departures to Dallas/Fort Worth
• Daily Number of Seats – 158
• 8 daily nonstop departures to Charlotte
• Daily Number of Seats – 507
• 1 Saturday and 1 Sunday nonstop departures to Washington Reagan
• Number of Seats – 100
• 1 daily nonstop departures to Philadelphia
• Daily Number of Seats – 74
• 2 Saturday and 2 Sunday nonstop departures to Philadelphia
• Number of Seats – 296

(800) 221-1212
Chicken Marketing Summit Discount is available online,
Meeting Discount ID: NMMGR (advance search option, meeting promo code)
• 11 daily nonstop departures to Atlanta
• Daily Number of Seats – 1,419
• 3 daily nonstop departures to NY LaGuardia
• Daily Number of Seats – 207
• 2 daily nonstop departures to New York JFK
• Daily Number of Seats – 132
• 1 daily nonstop departures to Detroit
• Daily Number of Seats – 66

(800) 538-2583
• 2 daily nonstop departures to New York JFK
• Daily Number of Seats – 300
• 1 daily nonstop departure to Boston
• Daily Number of Seats – 100

sun country
(800) 359-6786
• Weekly nonstop departures to Minneapolis/St. Paul
• Daily Number of Seats – 162

Flight frequency by carrier provided by Savannah / Hilton Head International Airport. For latest updates visit



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