Survive and thrive in disruptive times
July 22-24, 2018
Four Seasons Resort Orlando at Walt Disney World® Resort
Orlando, Florida

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You’re hearing about new trends in the market… now what do you do about it?

Don’t just survive. Thrive! The 2018 Chicken Marketing Summit will provide attendees with the tools they need to react to disruption in the poultry marketplace. Teaching you to do more than just react, industry experts will offer insights for how to improve your business and overcome the disruption.

Presented by WATT Global Media and the National Chicken Council, the 43rd annual Chicken Marketing Summit is scheduled for July 22-24, 2018 at the Four Seasons Resort Orlando at Walt Disney World® Resort. This event remains a member benefit for NCC processor and allied member companies, as well members of the National Poultry and Food Distributors Association.

A series of essential educational sessions will focus on this year’s theme, “Survive and thrive in disruptive times.” Attendees will learn to identify the current market disruptors in the poultry marketplace; prepare for how to react to the disruption; do more than just react, learn how to improve your business and overcome the disruption; and how become a disruptor yourself.

Lampkin Butts, Sanderson farm president and chief operating officer, has been confirmed as the keynote speaker for the 2018 edition. During his keynote speech, Butts will share insights on how the third-largest U.S. chicken producer continually experiences growth and marketing success while staying true to the corporate vision and culture. Butts will also discuss how the company has adhered to the corporate principals and practices that has made Sanderson Farms successful, even during times of change.

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.

Registration for the 2018 Chicken Marketing Summit is now open! Registration for the Summit covers: 1-1/2 days of educational presentations, 3 evening cocktail receptions, breakfasts, lunch and multiple networking breaks, plus the option to participate in the annual Bill Roenigk Chicken Marketing Golf Tournament..

Why attend?

  • Join poultry business leaders and influencers from companies such as:
    Brinker International, Case Foods, Chick-fil-A, Foster Farms, Harris Teeter, Ingles Markets, Maple Leaf Farms, Mountaire Farms, PDQ, Peco Foods, Perdue, Pilgrim’s Pride, Restaurant Supply Chain Solutions, Sanderson Farms, Simmons, Supply Management Services (SMS), Tyson, Wayne Farms, Zaxby’s and more!
  • Engage with key industry execs during two panel discussions, including the annual Retail/Foodservice Poultry Buyer 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

The 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, the Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.

About WATT Global Media
Chicken Marketing Summit is presented by WATT Global Media, a provider of exceptional business content and marketing solutions to the agribusiness industry. As an industry innovator, WATT Global Media has connected buyers and sellers in the poultry, pig, animal feed and pet food industries through its media channels for 100 years.

Chicken Marketing Summit Schedule of Events – Tentative

2:00 pm – 6:30 pm



National Chicken Council Marketing Committee Meeting

5:00 pm – 6:30 pm

Chicken Marketing Summit 2018 Opening Reception

7:00 am – 2:00 pm


7:00 am – 8:00 am

Continental breakfast

8:00 am – 8:20 am

Welcome presentation

8:20 am – 9:00 am

Opening keynote: The battle for the movable middle in today’s poultry landscape
Lampkin Butts, President & COO, Sanderson Farms
How the nation’s third largest and fastest growing chicken company is positioning its brands for continued growth.

9:00 am – 9:45 am

How to align the chicken supply chain to build consumer trust and sales
Steve Sands, Vice President of Protein, Performance Food Group
Foodservice supplier Performance Food Group is growing sales of its branded beef with programs that deliver transparency and accountability in how animals are raised and processed. Now its sights are set on programs for poultry and pork.

9:45 am – 10:15 am


10:15 am – 10:55 am

How to market chicken to digitally dependent consumers
Bill Bishop, Chief Architect, Brick Meets Click
One of the food industry’s top thought leaders to offer ecommerce and digital solutions.

10:55 am – 12:00 pm

E-COMMERCE PANEL: E-commerce strategies and tactics for chicken marketers
Confirmed panelists
Dan Glei, Executive Vice President of Merchandising & Marketing, Food City
Steve Lauder, Digital Consultant working with Buffalo Wild Wings
Lenny Lebovich, Founder & CEO, Pre Brands

Tony Stallone, Vice President of Merchandising, Peapod
Moderator: Bill Bishop, Brick Meets Click
Ecommerce encompasses more than ordering online and home delivery, hear how major brands are connecting with consumers online to drive sales.

12:00 pm – 1:30 pm


1:30 pm – 2:10 pm

Future of food safety in the poultry industry
Frank Yiannas, Vice President, Food Safety, Walmart

Gain insight into how the world’s largest retailer is driving continuous improvement in food safety.

2:10 pm – 2:50 pm

The whole bird: Understanding the key drivers of chicken In the meat department and beyond
Meagan Nelson, Associate Director, Perishables Group, Nielsen

Chickens popularity at retail continues to grow, learn about new opportunities for marketing chicken.

2:50 pm – 3:20 pm


3:20 pm -4:00 pm

Chicken Inspired – Top flavors and trends on restaurant menus
Kelly Fechner, Director, Customer Solutions, Datassential

Chicken is the perfect protein for just about all cuisines, learn about new flavors and uses of chicken on restaurant menus.

4:00 pm – 5:00 pm

DISRUPTION PANEL: How to win with poultry in disruptive times
Confirmed panelists:
Dr. Mark Cooper, Director of Product Testing, Cobb-Vantress

Steve Sands, Vice President of Protein, Performance Food Group 
James H. Sumner, President, U.S. Poultry & Egg Export Council
Brian Coan, Chief Customer Officer, George’s Inc.
Moderator: Terrence O’Keefe, WATT Global Media
Learn about the disruptive forces challenging the poultry supply chain and how to adapt your operation to succeed.

5:00 pm – 6:30 pm

Evening Reception 

7:00 am – 12:00 pm


7:00 am – 8:00 am

Continental breakfast

8:00 am – 8:40 am

Chicken Consumption Survey Results
Joyce Neth, Vice President Research and Audience Development, WATT Global Media and Jonna Parker, Principal, IRI Fresh

This annual survey provides insight into what consumers think about chicken and how their consumption patterns have changed.

8:40 am – 10:30 am

CHICKEN BUYERS PANEL: The customer is always right
Confirmed panelists:
Mace Ishida, Senior Manager – Procurement, Wendy’s Quality Supply Chain Cooperative

Brent Penzo, Senior Procurement Manager, Slim Chickens
Tom DeVries, Senior Vice President, Giant Eagle
Representatives from top retail and foodservice outlets share what they are hearing from consumers and how this can impact chicken producers.

12:00 pm

Bill Roenigk Chicken Marketing Summit Golf Tournament and Local Activities for Non-Golfers

5:00 pm – 6:30 pm

Closing Reception and Golf Awards

Chicken Marketing Summit 2018 Speakers

Bill Bishop co-founded Brick Meets Click in 2011 with Steve Bishop. Today, as its Chief Architect, he focuses on analyzing the forces driving change in food and grocery retailing and providing practical guidance on how to respond effectively.
Early in his career Bill was the vice president of research at the Supermarket Institute (now FMI). Later, he founded Willard Bishop Consulting and led major studies on new store formats, pricing strategy, direct store delivery and loyalty marketing. He also helped create the supermarket-focused Coca-Cola Retailing Research Council (CCRRC) and convenience retail-focused NACS/CCRRC.
Bishop earned a PhD in Agricultural Economics and Marketing from Cornell University. He has taught Marketing Channels at Northwestern University’s Kellogg School of Management, and also served on the Boards for Raley’s Fine Foods and The Food Institute.

Lampkin Butts is the president and chief operating officer of Sanderson Farms. Butts has been with Sanderson Farms for almost 44 years and went to work for Sanderson Farms shortly after his graduation from the University of Mississippi, Ole Miss, in 1973.
Butts is a native of Laurel, Mississippi, and graduated from R.H. Watkins High School in 1969. He went to Jones County Junior College (JCJC) as a freshman and transferred to Ole Miss for his sophomore year. He graduated with a Bachelor of Business Administration degree and a major in marketing and sales management.
Lampkin worked his way up in Sanderson Farms in many different positions including: national sales representative; management trainee; shift manager; division manager; director of processing and sales; and vice president, sales. He was named president and COO in November 2004.
Butts and his wife Susie live in Laurel. They have three children – Christie, Stephanie, and Casey. All three children are graduates of R.H. Watkins High School and the University of Mississippi.
Butts is currently serving on the board of directors for the National Chicken Council. He has served as a member of the board of directors for the Mississippi Poultry Association and Southeastern Poultry and Egg Association. In Laurel, he served on the board of directors for the Association for Excellence in Education, the United Way of the Pine Belt, the Session at Westminster Presbyterian Church and the board of directors at the Laurel Country Club. Butts currently serves on the New Orleans branch of the Federal Reserve.

Brian Coan is chief customer officer at George’s Inc. In this role he leads the areas of sales, marketing, customer service, product development and innovation. Prior to joining George’s in early 2017, Coan was vice president, enterprise development and strategic sourcing, at Buffalo Wild Wings. In this role he led Buffalo Wild Wings’ development and supply chain teams. From 2006-2013, Coan worked at Chick-fil-A in the supply chain group where he oversaw strategy development, multimillion-dollar cost savings strategies and supplier relationship management, among his other duties. Before Chick-fil-A, Coan spent twelve years in the poultry industry holding management positions with Cagle’s, Columbia Farms and Gold Kist.
Coan has been involved in several related industry associations, including the National Council of Chain Restaurants (Supply Chain Committee), National Chicken Council (Marketing Committee and Communications Committee) and the National Restaurant Association (Supply Chain Executive Study Group). He is a frequent speaker at poultry industry events.
Coan received undergraduate degrees from Young Harris College, the University of South Carolina and a master’s degree from the University of Georgia. Coan currently resides in Fayetteville, Arkansas, with his wife and daughter.

Mark Cooper, Ph.D., is the director of product testing for Cobb-Vantress. Since coming to Cobb-Vantress, he has served as pedigree geneticist responsible for male line development, European director of genetics, director of genetics, for all of Cobb’s breeding programs and director of product management prior to assuming his current role with the company. Cooper has represented Cobb on industry, governmental and university related committees dealing with genetics and welfare in Europe and the U.S.
Cooper has a bachelor’s degree in poultry science from Texas A & M University, a master’s degree in poultry genetics from the University of Georgia and a doctorate in poultry genetics from the University of Arkansas.

Tom DeVries, serves as senior vice president, fresh merchandising and market district innovation, at Giant Eagle Inc., one of the nation’s largest multi-format food, fuel, convenience and pharmacy retailers. DeVries has more than thirty years of diverse retail grocery leadership experience, which includes multi­format operations, merchandising, fresh food manufacturing and supply chain, as well as an extensive focus in the deli, bakery, seafood, fresh manufacturing and food service departments.
In his current role, DeVries is responsible for leading and managing all fresh merchandising, fresh food manufacturing and the market district format innovation. Some of DeVries’s most significant accomplishments at Giant Eagle include the expansion of the market district format, development of the central manufacturing strategy and redesign of the prepared foods business.
DeVries joined Giant Eagle in 2005 as vice president of prepared foods. He was promoted to senior vice president of market district in 2014, and most recently added the leadership of all fresh merchandising in June of 2016.
Prior to Giant Eagle, DeVries worked for D&W Food Centers Inc. as their vice president of fresh foods.
DeVries currently serves as a board member of the Fresh Executive Council of the Food Marketing Institute, as well as retail advisory member of the Culinary Institute of America.
A native of Michigan, DeVries attended Western Michigan University’s Food Distribution Program.

Kelley Bailie Fechner is the director, customer solutions for Datassential. Kelley has worked in the food industry for over 20 years.  Kelley joined Datassential in early 2017. Her responsibilities include growing existing client relationship and building new client relationships. Kelley’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 coming to Datassential, Kelley 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.
Kelley earned her MBA from Loyola University Chicago.

Mace Ishida joined Wendy’s Quality Supply Chain Cooperative (QSCC) in 2011 as a procurement analyst. Since then, he has managed the other foods and fresh produce categories. Ishida currently holds the position of senior manager – poultry, overseeing a significant portion of QSCC’s annual spend.
​Before joining QSCC, Ishida was a sales manager for what is now Southern Glazer’s Wine & Spirits where his team was responsible for sales and distribution across the retail, C-store and restaurant channels.
Ishida received a bachelor’s degree in finance from Miami University, Oxford, Ohio. During his time with Morgan Stanley Smith Barney, Ishida was designated a certified retirement services professional through the American Bankers Association.

Steve Lauder has pursued a challenging career working in retail stores, wholesaling, e-commerce start-ups, digital marketing and financial services.  His most recent projects are: core team member driving ecommerce revenue for Buffalo Wild Wings; product leader at Safedome, a startup in the new emerging space of the Internet of Things; and founder of Yumzar, an ecommerce startup that brought the local food movement and local producers into a modern digital platform.

Lenny Lebovich is proud to be a Beef Geek, but he didn’t start out that way. He was an investment banker by trade when he was asked to help expand one of Chicago’s oldest meat companies. This led to a realization: that the fresh food industry can operate in the same way other consumer products companies do — led by consumer data, insights and trends. For the beef industry, retail’s largest category, this is nothing short of a revolution.
Lebovich left to build the first consumer-driven fresh foods company from scratch. He traveled over 103,368 miles and did enough research to fill a library on his quest to find better tasting beef that’s better for you. Pre was established in 2012 with first product launch in 2015 — and it’s been the fastest growing beef brand in the U.S. ever since.
Prior to Pre Brands, Lebovich founded and led Sommers Organic and Lenny’s Real Beef Company, was managing partner of Ruprecht Capital and Nfinite Partners and served as board member for Nature’s American Company. Lebovich is an alum of Indian University, Kelley School of Business, where he studied finance, real estate and economics.

Meagan Nelson is associate director, fresh growth and strategy team, at Nielsen. 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, 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 a Master of Business Administration degree with a focus in marketing.

Steve Sands is vice president of Protein for Performance Foodservice. He is a highly regarded foodservice industry veteran with over 35 years of experience in all phases of the meat business. In 1979, Sands became the fourth generation of his family to own and operate Standard Meat Co. During the 1980s Standard Meat became a leading supplier of steak and ground beef products to Sysco. The company focus expanded into export sales and branded beef programs during the 1990s and was sold in 2000 to Meyer Natural Angus. Over the next several years, Sands helped to build Meyer into the largest natural and organic beef company in the U.S. In 2003, he left Meyer to form Premium Protein Products, a beef and poultry slaughtering and processing company dedicated to high value specialty protein programs.  PPP was sold in 2006, and after helping to transition the company to a new management team, Sands left in 2009 to join Performance Food Group as vice president for protein.

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.

As Vice President of Food Safety, Frank Yiannas oversees all food safety, as well as other public health functions, for the world’s largest food retailer, Walmart, serving over 200 million customers around the world on a weekly basis.  Prior to joining Walmart in 2008, Frank was the Director of Safety & Health for the Walt Disney World Company, where he worked for 19 years.  In 2008, Frank was given the Collaboration Award by the U.S. Food and Drug Administration.  He is the 2007 recipient of the NSF International Lifetime Achievement Award for Leadership in Food Safety and the 2015 Industry Professional Food Safety Hero Award by STOP Foodborne Illness.  Frank is also a Past President of the International Association for Food Protection (IAFP) and a Past Vice-Chair of the Global Food Safety Initiative (GFSI).  He is also an adjunct Professor in the Food Safety Program at Michigan State University, and in 2017 was awarded the MSU Outstanding Faculty Award.  He is the author of the books, Food Safety Culture, Creating a Behavior-based Food Safety Management System, and Food Safety = Behavior, 30 Proven Techniques to Enhance Employee Compliance, by Springer Scientific.  Frank is a Registered Microbiologist with the American Academy of Microbiology. He received his BS in Microbiology from the University of Central Florida and his Master of Public Health (MPH) from the University of South Florida.

Additional Speakers

Dan Glei, Executive Vice President of Merchandising & Marketing, Food City

Joyce Neth, Vice President Research and Audience Development,
WATT Global Media

Jonna Parker, Principal, IRI Fresh

Brent Penzo, Senior Procurement Manager, Slim Chickens

Tony Stallone, Vice President of Merchandising, Peapod

Chicken Marketing Summit 2018 Sponsorship Opportunities

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.

All Chicken Marketing Summit 2018 sponsorship opportunities are on a first-come, first-served basis, so act now as these opportunities will sell out, and many have already been sold. The earlier you become a sponsor, the more value your company will receive from being featured in event promotions. Contact your WATT Agribusiness Sales Manager today for pricing and details.

For information on sponsoring the 2018 Chicken Marketing Summit, click here to view the 2018 Sponsorship Prospectus!

Five reasons to be a part of the Chicken Marketing Summit: 

  1. Reach key poultry business leaders and influencers
  2. Engage with the entire chicken supply chain
  3. Build new relationships and share ideas with your poultry industry colleagues
  4. Focus on how to connect with the dynamically changing consumer
  5. Three days of exclusive networking and learning opportunities at the Four Seasons Resort Orlando at Walt Disney World Resort



An exclusive destination within the gates of Walt Disney World® Resort, Four Seasons welcomes you to a vibrant lakeside luxury resort in Orlando in a residential setting just minutes from the Disney Theme Parks. Revel in active recreation or luxurious rejuvenation at Four Seasons, surrounded by beautiful spa gardens, pools and the emerald golf greens of the Tranquilo Golf Club.  The Resort has a perfect blend of Four Seasons experiences and Disney offerings – for family time, for romance or for special events. Create a Four Seasons-only luxury getaway in Orlando, with golf, spa, dining and a fun-filled island for kids, or make the Resort your base for a Disney adventure.


The Chicken Marketing Summit group rate begins at $259 per night, plus applicable state and local taxes. Each room reservation requires a two-night guarantee deposit upon reservation. The deposit is refundable up to 5 days prior to arrival. Deposit is forfeited if reservation is cancelled within 5 days of arrival.

How to make hotel reservations:

To make your reservation online, please click here.

If you are looking to book a hotel room outside of the event dates of July 22 –  July 25, or there is limited or no availability on your requested dates, please call the hotel reservations team directly at 1-800-267-3046, and they will assist you.

Chicken Marketing Summit participants are responsible for making their own hotel reservations at the Four Seasons Resort Orlando at Walt Disney World® Resort. Group rate will be available until Tuesday, June 19, 2018 or until the room block is full. Please contact the hotel at 1-800-267-3046 for additional assistance with reservations if needed.

Mention “WATT Global Media Chicken Marketing Summit 2018” to secure the group rate.


  • 443 spacious guest rooms including 68 suites, the Four Seasons is sure to have something for the entire family
  • Tranquilo Golf Club – The picturesque and serene Tom Fazio–designed course features topography unique to central Florida
  • The Spa at Four Seasons Resort Orlando is a oasis of serenity
  • Choose from six vibrant restaurants with a wide array of cuisine
  • Explorer Island is packed with family-friendly featuring a family pool, splash zone, lazy river and water slide
  • A variety of other recreational options including: tennis courts, fitness center, kids camp, basketball courts, sand volleyball courts and more






Bill Roenigk Chicken Marketing Summit Golf Tournament 2018

Connect with nature and truly escape at the Tranquilo Golf Club

Tee off on a picturesque and serene course featuring topography unique to central Florida on Tuesday, July 24 from 12:00 – 5:00 PM, on the Tom Fazio designed golf course. The annual Chicken Marketing Summit golf tournament will feature breathtaking scenery and networking with industry colleagues on a championship course. Golf awards and a closing reception will take place following the tournament, from 5:30 – 7:00 PM.

Nestled within the secluded enclave of a certified Audubon sanctuary, Tranquilo Golf Club is surrounded by lush woodlands and lakes. Rolling fairways, large, undulating greens, and a majestic setting combine for a one-of-a-kind golf experience. Learn more

Experience Orlando

Check out the exclusive Chicken Marketing Summit activities available to your family before, during and after the conference!

Specially priced Disney theme park tickets
Turn your trip to Orlando into a magical vacation for the entire family. Don’t miss your opportunity to spend a few extra days visiting Walt Disney World’s famous theme parks. Advance purchase savings on specially priced Disney theme park tickets are available to Chicken Marketing Summit attendees and their guests. Tickets must be purchased by 5 p.m. on July 21, 2018. To learn more about the special offer only available to Summit attendees, click here.





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