The COVID-19 pandemic and the resulting shutdowns of schools, businesses and foodservices outlets caused an enormous shift in how U.S. consumers purchase food. The entire chicken supply chain had to adapt to this shift.

Chicken Marketing Summit will shine a light on what consumers will be looking for in the post-pandemic world and how poultry marketers can find success in the marketplace.

Make plans to attend the 2021 edition of Chicken Marketing Summit scheduled for July 18-20, 2021 at the Omni Amelia Island Plantation Resort in Fernandina Beach, Florida. The in-person conference, along with an on-demand program, will offer quality content and networking, keeping health and safety in mind.

Registration will open April 5, 2021.

The 2021 edition features a new theme, “Charting post-pandemic success.” Globally recognized speakers and panelists will provide creative solutions for how chicken sales and marketing professionals can connect with the post-pandemic consumer and learn what’s next for retail and foodservice businesses.

Agenda and speaker preview:

  • The future of food: Keeping chicken on the center of the plate – by Kevin Ryan, CEO, Malachite Consulting
  • Animal protein demand coming out of the pandemics – by Will Sawyer, lead economist, animal protein, CoBank
  • Winning strategies for foodservice post pandemic – by Kelley Bailie Fechner, director, customer solutions, Datassential
  • Navigating the post-pandemic world – by Meagan Nelson, associate director, fresh growth & strategy, Nielsen
  • Trade outlook: ASF and COVID-19 and future chicken trade – by Jim Sumner, president, USAPEEC
  • Chicken Consumption Survey and Consumer Trends – by Chris Dubois, senior vice president and principal, IRI, and Joyce Neth, vice president, director of audience development and engagement, WATT Global Media

Presented by WATT Global Media and the National Chicken Council, the annual Chicken Marketing Summit remains a member benefit for NCC processor and allied member companies, as well as members of the National Poultry and Food Distributors Association.

Get more event coverage for the Chicken Marketing Summit here.

Save the dates of July 18-20, for the 2021 edition of Chicken Marketing Summit, the essential networking and educational conference for poultry business leaders. Whether in person at the Omni Amelia Island Plantation Resort in Fernandina Beach, Florida, virtual or both, the Summit will be hosted keeping health and safety in mind. Registration will open April 5, 2021.

Why attend?

  • Join poultry business leaders and influencers from companies such as:
    Amick Farms, Bojangles’, Chick-fil-A, Church’s Chicken, Claxton Poultry, Case Farms, DuPont Nutrition and Health, Georgia’s, Maple Leaf Farms, Peco Foods, Perdue Foods, PFSbrands, Pilgrim’s Pride, Restaurant Supply Chain Solutions, Sanderson Farms, Simmons Prepared Foods, Sodexo, Supply Management Services (SMS), Tyson, Wayne Farms, Wendy’s, Zaxby’s and more!
  • Engage with key industry execs during multiple panel discussions, including the Supply Chain Partners Panel
  • Network with the entire chicken supply chain during three evening receptions, and the Bill Roenigk Chicken Marketing Summit Golf Tournament
  • Be the first to hear results from the Consumer Chicken Consumption Survey, which will reveal answers to new questions about the most pressing consumer topics

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.

Serving a unique cross section of the chicken supply chain, 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 Jeff Miller at jmiller@wattglobal.com for more information.

About WATT Global Media
Chicken Marketing Summit is presented by WATT Global Media. WATT Global Media grows agrifood and pet food businesses with proven results for over 100 years. Access the market expertise, engaged audiences and targeted solutions that lead to successful connections in the poultry, feed and pet food markets. With WATT Global Media, gain a global advantage in implementing dynamic marketing solutions through innovative technology and delivery channels.

Chicken Marketing Summit 2021 speakers

Additional speakers and agenda details will be announced soon

Chris DuBois  joined IRI in 2011 and is the senior vice president and principal who leads sales and marketing efforts for its services that serve fresh food retailers and processors. He also leads IRI relationships with some of IRI’s largest fresh food clients as well as its relationships with industry associations. IRI is a provider of big data, predictive analytics and forward-looking insights that help retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI helps to guide its clients around the world in their quests to capture market share, connect with consumers and deliver market-leading growth.

Presentation: Chicken Consumption Survey and Consumer Trends

Presentation details coming soon.

Kelley Bailie Fechner is the director, customer solutions, for Datassential. Fechner has worked in the food industry for over 20 years, joining Datassential in early 2017. Her responsibilities include growing existing client relationships and building new client relationships. Fechner’s role at Datassential gives her access to the best data to understand food and restaurant trends and help clients use safe experimentation to continually grow their business. Prior to Datassential, Fechner spent 18 years at the NPD Group working in client development and product management. She also spent three years starting up the NPD office in Australia and managing the APAC Foodservice business. Fechner earned her MBA from Loyola University Chicago.

Presentation: Winning strategies for foodservice post pandemic

COVID-19 created huge opportunities for foodservice operations focused on carry out and home delivery. Chicken sandwiches and wings grew in popularity and “ghost kitchens” popped up around the country. Coming out of the pandemic, what will the foodservice recovery look like? Kelley Fechner will explore these developments and suggest ways chicken can fuel the foodservice recovery.

 

Meagan Nelson is the associate director of the Fresh Growth & Strategy Team at NielsenIQ. Nelson started her work at Nielsen in 2010 focused specifically on the unique challenges fresh brings to the retail industry. Nelson’s passion for fresh started at a very young age on her family’s small farm in Southern Illinois, which included raising hogs, cattle, chickens, even goats and rabbits. She received her undergraduate degree in agriculture business, and after some time with Aldi as a district manager, Nelson returned to the University of Illinois to get her master’s degree in business administration with a focus in marketing.

Presentation: Navigating the post-pandemic world

Home was the place to be because of COVID-19, and this led to record retail food sales. As things begin to start returning to normal, what habits/trends will stay from lockdown, which will be quickly abandoned? What strategies are retailers using to maintain this new market share and how can chicken producers help their retail partners conquer the coming challenges? Meagan Nelson investigates how changes for the consumer in how they eat, where they eat and how they get their food have impacted retail and what to expect going forward post pandemic.

Joyce Neth is vice president, director of audience development and research, for WATT Global Media. She is responsible for creating insights for strategic decisions, audience marketing, product marketing and proprietary research using knowledge from WATT’s database of audience behavior and demographics. Prior to joining WATT in 2006, Neth held senior research positions at two major-market newspaper companies. She started her career as a marketing engineer for Westinghouse Electric Corporation.
Neth is a native of Pittsburgh, Pennsylvania. She is a graduate of Allegheny College, Meadville, Pennsylvania, and earned a master’s degree from the University of Pittsburgh.

Presentation: Chicken Consumption Survey and Consumer Trends

Presentation details coming soon.

Kevin Ryan is the CEO at Malachite Strategy and Research. With almost 20 years of experience leading innovation and strategy at General Mills and Amazon, Ryan has a diverse perspective on the modern retail industry. He also has extensive knowledge of food and the food industry as well as deep culinary skills from working and consulting with restaurants and bakeries for more than a decade. Ryan has advanced graduate training in food science and food chemistry with plant and pilot plant expertise for food product formulation. His approach to CPG is uniquely comprehensive.

Presentation: The future of food: Keeping chicken on the center of the plate

Many changes that were taking place throughout the food supply chain have been accelerated by the COVID-19 pandemic. Kevin Ryan will discuss the societal and consumer trends that will shape the future of food and how chicken companies can adapt products and messaging to meet the desires and needs of the consumers of tomorrow.

Will Sawyer is lead animal protein economist in CoBank’s Knowledge Exchange research division, where his focus is on providing market and industry research for the pork, poultry and beef sectors. He has researched the food and agriculture industries for more than a decade. Before joining CoBank in 2018, he was executive director of animal protein research at Rabobank, analyzing the pork and poultry sectors across North America. There he authored works on several issues facing the U.S. and global animal protein industry including disease, trade, profitability and changing consumer trends. Prior to Rabobank, Sawyer was an associate analyst at Credit Suisse where he covered publicly traded U.S. consumer food, animal protein and agribusiness companies. Sawyer holds a bachelor’s degree in finance and a master’s degree in accountancy from Wake Forest University.

Presentation: Animal protein demand coming out of the pandemics

COVID-19 and African Swine Fever have combined to massively disrupt supply chains for animal protein around the world. Will Sawyer will evaluate the status of the world’s recovery from these pandemics and how this will impact demand for chicken in the U.S. and around the globe.

Jim Sumner has served as president of the USA Poultry & Egg Export Council (USAPEEC) for the last 28 years. He is also president of the International Poultry Council, which he helped organize in 2005. Sumner has been appointed by the past six Secretaries of Agriculture and U.S. Trade Representatives to serve on the Agricultural Policy Advisory Committee, currently serving under U. S. Trade Representative Froman and U.S. Agriculture Secretary Vilsack. These committees provide industry input for various international trade issues and WTO negotiations. Sumner is also president of the World Poultry Foundation, a global charitable organization aimed at improving lives globally through increasing poultry production and consumption in developing countries.
Prior to joining the USAPEEC staff, Sumner served as director of marketing for the Pennsylvania Department of Agriculture and worked for dairy cooperatives headquartered in both Philadelphia and Louisville, Kentucky. He is a graduate of Southern Illinois University.

Presentation: Trade outlook: ASF and COVID-19 and future chicken trade

African Swine Fever decimated swine production in China and other Asian countries and created unprecedented demand for meat. How will chicken trade fare as Asian swine herds recover? Jim Sumner will discuss the export prospects for the U.S. as the industry and the country emerge from the COVID-19 pandemic and the global poultry industry adjusts to higher feed costs.

 

Chicken Marketing Summit 2021 will be hosted at a luxurious oceanfront resort nestled on 1,350 acres at the tip of a barrier island off the Florida coast. The Omni Amelia Island Plantation Resort boasts unparalleled views of the Atlantic Ocean, nine on-site restaurants, world-class resort pools, 36 holes of championship golf, a full-service spa, 3.5 miles of private beach, and much more.

From resort guest rooms with ocean views to secluded villas, the Omni Amelia Island Plantation Resort offers the perfect accommodations for Chicken Marketing Summit attendees and their families.

WHERE IS OMNI AMELIA ISLAND PLANTATION RESORT LOCATED?
Omni Amelia Island Plantation Resort is located just across the St. Marys River from Georgia and adjacent to the historic city of Fernandina. It’s just a short 45 minute drive from downtown Jacksonville. The resort’s physical address is 39 Beach Lagoon Road, Fernandina Beach, Florida 32034.

WHAT IS THE CLOSEST AIRPORT TO OMNI AMELIA ISLAND PLANTATION RESORT?
About 4 miles from Fernandina Beach Municipal Airport (FHB)
About 29 miles from Jacksonville International Airport (JAX)

Your health and safety are our top priority. View the COVID-19 safety measures currently being taken by the Omni Amelia Island Plantation Resort.

RESORT ACCOMMODATIONS & GROUP RATE

Resort reservations for Chicken Marketing Summit are available now. Conference registration will open April 5, 2021.

>> Book a room at Omni Amelia Island Resort

>> Book a villa at The Villas of Amelia Island

The Chicken Marketing Summit group rate begins at $260 per night, plus applicable state and local taxes and resort fees. A credit card is needed to make a reservation. In order to ensure the best possible rate and room availability, all reservations require a one-night, non-refundable deposit, per room, upon reservation.

Bill Roenigk Chicken Marketing Summit Golf Tournament 2021

Spend the day on a truly classic Pete Dye-designed golf course

The Oak Marsh Golf Course, takes the golfing experience to a new level with tight fairways and small greens, meandering along serpentine salt marsh creeks and through the moss draped heritage oaks for which Amelia Island is famous.

NEW in 2021 >> The Chicken Marketing Summit golf tournament is scheduled for Sunday, July 18, from 12:00 pm until 5:00 pm. This exclusive networking opportunity allows Chicken Marketing Summit attendees to build relationships with industry colleagues on a championship course.

The fee to participate is $199 for 18 holes and includes driving range and cart. Golf tournament registration can be added during Summit registration, which will launch April 5, 2021.

 

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