It’s no secret that food consumption patterns have evolved throughout generations. Over the years, Baby Boomers witnessed a decline in beef consumption while the popularity of chicken increased. Taste, affordability and convenience were the influencing factors that made chicken the preferred choice, leading to a significant increase in per capita consumption.

As we look towards the future, it is crucial to understand what younger generations will prioritize when it comes to food. By 2035, Generation Z will be the primary purchases of protein and this will have a significant impact on the way that chicken is raised, processed and marketed.

Members of Generation Z – born between 1997 and 2002 – have always known cell phones and are considered digital natives. They increasingly say that they’re concerned about sustainability and animal welfare, more than any generation before them. But how will those values change as this demographic grows up and it’s time for them to buy protein?

Join us at Chicken Marketing Summit on July 29-31 in Birmingham, Alabama, as we explore the factors that shape the food choices of Gen Z and Gen Alpha, who will soon become the primary food purchasers for themselves and their families.

>> Registration will open March 4, 2024.  

The 2024 edition features a new theme, Chicken 2035: Anticipating Trends, Adapting Strategies.” Globally recognized speakers and panelists will provide data and insights on the consumers of today so that you can fine-tune your marketing and sales efforts. This year’s Summit will also look forward to the consumer of 2035 and the issues that will impact their protein choices.

New in 2024 – Two content tracks

For the first time, Chicken Marketing Summit will have two concurrent sessions.

As always, one track will focus on how consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future.

The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and convenience.

Session preview:

  • The future of food and the consumer of 2035
  • Going beyond taste, affordability and convenience, what else will shape food choices for Gen Z and Alpha
  • Foodservice and retail trends of today and what to expect in 2035
  • How Net Zero and Climate Change concerns will impact broiler production and processing
  • How advances in broiler genetics, knowledge of the microbiome, artificial intelligence, CRISPR and other new technologies will change broiler production, processing and distribution
  • How will broiler producers meet expectations for improvements in bird welfare and food safety while achieving Net Zero

The 2024 Chicken Marketing Summit will provide a unique look forward that will help your operation, from farm to processing plant to distribution center, prepare to meet the desires of tomorrow’s consumers and keep chicken as the top protein choice in the U.S.

RETURNING IN 2024: Chicken Marketing Summit will present the Chicken Marketer of the Year award, which recognizes organizations or companies who have demonstrated innovative marketing and creative excellence in promoting chicken.

Chicken Marketing Summit is presented by WATT Global Media in collaboration with the National Chicken Council, the annual Chicken Marketing Summit remains a member benefit for NCC processors and allied member companies, as well as members of the National Protein and Food Distributors Association.

Get more event coverage for the Chicken Marketing Summit here.

Make plans to join the chicken industry on July 29-31, 2024, at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama for the 2024 edition of Chicken Marketing Summit, the essential networking and educational conference for poultry business leaders.

The 2024 edition features a new theme, Chicken 2035: Anticipating Trends, Adapting Strategies.”

Registration will open March 4, 2024.

Why attend?

  • Join poultry business leaders and influencers from companies such as: Amick Farms, Bonchon Restaurants, Case Farms, Chick-fil-A, Fieldale Farms, George’s, Inspire Brands, Lee’s Famous Recipe Chicken, Panda Restaurant Group, Pilgrim’s Pride, Raising Cane’s, Wayne-Sanderson Farms, Whataburger, and many others
  • Engage with key industry execs during multiple panel discussions, including the Supply Chain Partners Panel
  • Find out who will be awarded Chicken Marketer of the Year
  • Be the first to hear results from the annual 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; retail supermarket/c-store and foodservice – buyers, brand marketers, and culinary/product development; 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 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.

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