Make plans to attend the 2022 edition of Chicken Marketing Summit scheduled for July 25-27, at the Château Élan in Braselton, Georgia.

2021 Chicken Marketing Summit educational sessions are now available on-demand.

A 2021 exclusive: on-demand event access to educational session recordings, one-on-one meeting scheduler, attendee list and digital showrooms. The on-demand sessions will be available from July 26, 2021 to October 31, 2021. Register now for only $195 USD.

Highlights from the 2021 Chicken Marketing Summit:

During the pandemic, “30% of shoppers tried new cuts of meat and seafood, driving virtually all industry growth. 91% say they plan to continue to eat chicken at home in the months ahead, grilling more cuts and experimenting with different recipes,” according to new research presented at Chicken Marketing Summit. The 2021 edition of the executive conference was hosted by WATT Global Media on July 18-20, at the Omni Amelia Island Resort in Fernandina Beach, Florida.

The agenda included an exclusive presentation revealing the results of the 2021 Chicken Consumption Survey, which urges chicken marketers to innovate to meet the needs emerging from the pandemic. The survey results were presented by Chris DuBois, senior vice president and principal of IRI, and Joyce Neth, vice president, director of audience development and research with WATT Global Media.

In addition, the summit featured a lineup of 16 speakers and panelists who shared research and information on a variety of topics centered around this year’s theme, “Charting post-pandemic success.” Sessions included seven lessons chicken marketers learned during COVID-19, broiler welfare improvements, how COVID-19 shaped the future of chicken foodservice, how to sell solutions to innovate for the future success of chicken, and much more.

Presented by WATT Global Media in collaboration with 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 Protein and Food Distributors Association.

Get more event coverage for the Chicken Marketing Summit here.

Chicken Marketing Summit 2021 educational sessions are now available on-demand.

A 2021 exclusive: on-demand event access to educational session recordings, one-on-one meeting scheduler, attendee list and digital showrooms. The on-demand sessions will be available from July 26, 2021 to October 31, 2021. Register now for only $195 USD.

SAVE THE DATES

Join the poultry industry on July 25-27 for the 2022 edition of Chicken Marketing Summit, the essential networking and educational conference for poultry business leaders.

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, OK Foods, Maple Leaf Farms, Mountaire Farms, Peco Foods, Perdue Foods, PFSbrands, Pilgrim’s Pride, Raising Cane’s, Restaurant Supply Chain Solutions, Sanderson Farms, Simmons Prepared Foods, Slim Chickens, 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 two evening receptions, and the Bill Roenigk Chicken Marketing Summit Golf Tournament
  • 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, supermarket/c-store 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 Schedule of Events — Now available on-demand

Sunday, July 18

9-10:30 a.m.

NCC Marketing & Communications Committee meeting
Open to committee members and invited guests only.

10 a.m.-7 p.m. 

Registration

12 p.m.

Golf tournament kick-off

6-7:30 p.m. 

Chicken Marketing Summit 2021 opening reception

Monday, July 19

7:30 a.m.-5 p.m. 

Registration

7:30-8:30 a.m. 

Breakfast

8:30-8:45 a.m. 

Introduction and welcome
Clint Rivers, president and chairman of the board, Wayne Farms

8:45-9:30 a.m. 

The future of food: Keeping chicken on the center of the plate
Kevin Ryan, CEO, Malachite Strategy and Research
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.

9:30-10:15 a.m. 

Animal protein demand coming out of the pandemics
Christine McCracken, executive director, protein analyst, Rabobank
COVID-19 and African Swine Fever have combined to massively disrupt supply chains for animal protein around the world. Christine McCracken 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.

10:15-10:45 a.m. 

Morning coffee break

10:45-11:15 a.m.

Trade outlook: ASF and COVID-19 and future chicken trade
Jim Sumner, president, USAPEEC
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.

11:15 a.m.-12 p.m.

Winning strategies for foodservice post pandemic
Kelley Bailie Fechner, director, customer solutions, Datassential
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.

12-1:30 p.m. 

Lunch

1:30-2:15 p.m. 

Navigating the post-pandemic retail marketplace
Lynn Dornblaser, director of innovation and insight, Mintel

Home was the place to be as a result of COVID-19, and this led to record retail food sales. As things start returning to normal, what habits and trends will stay from lockdown, and which will be quickly abandoned? What strategies are retailers and branded products using to maintain this new market share, and how can chicken producers help their retail partners overcome challenges? Lynn Dornblaser investigates how pandemic-driven changes in how, where and what consumers eat have impacted retail and what to expect going forward post pandemic.

2:15-3:15 p.m. 

2021 Chicken Consumption Survey: Big opportunities to win the reawakening
Chris Dubois, senior vice president and principal, IRI and Joyce Neth, vice president, director of audience development and research, WATT Global Media

The past 15 months have forced consumers to make big changes in lifestyle. Those changes have accelerated and hardened new growth opportunities for retailers and processors. Meat and poultry, in particular, have powerful new platforms for growth. IRI and WATT Global Media will share research findings that focus on anticipated U.S. consumer behavior post-pandemic to identify opportunities for chicken to gain market share in home food preparation and the upcoming foodservice revolution.

3:15-3:45 p.m. 

Afternoon coffee break

3:45-5 p.m. 

Supply chain partners’ panel: Bouncing forward
Consumers shifted how and where they bought their food during the pandemic. Retailers look to hold onto sales gains while foodservice outlets aren’t just looking to bounce back, they want to bounce forward. Panelists from major foodservice and retail outlets that sell chicken discuss how their companies have adapted and their plans for future success.

Panelists:

  • David Aldrich, poultry buyer, Meijer
  • Keith Anderkin, vice president, supply chain and quality assurance, Zaxby’s
  • Bea Radtke, director of purchasing, Red Robin

5-6:30 p.m. 

Networking cocktail reception

Tuesday, July 20

7:30 a.m.-12 p.m. 

Registration

7:30-8:30 a.m. 

Breakfast

8:30-9:15 a.m. 

Sustainability: Charting poultry’s course for continuous improvement
Ernie Meier, director, quality systems, U.S. supply chain management, McDonald’s USA LLC
Continuous improvement in all aspects of production, processing and marketing is what has made chicken the king of meats. The U.S. Roundtable for Sustainable Poultry & Eggs was established to harness the energy of poultry producers and integrators, allied industries, retail and food service companies, and NGOs to focus on sustainability throughout the poultry supply chain. Ernie Meier will discuss the sustainability opportunities and challenges facing the poultry supply chain and ways that the Roundtable is working together to continuously improve the three focal points of sustainability; environmental, social and economic.

9:15-10 a.m. 

Panel discussion: Tackling the broiler welfare challenge

Retailers and foodservice outlets are being asked by activist groups to make pledges to purchase chicken raised and processed according to schemes like the Global Animal Partnership and the Better Chicken Commitment. The panelists will discuss how third-party inspections and continuous improvement programs are improving bird welfare outcomes and the research and selective breeding efforts that will continue to drive improvement. They will also discuss how bird welfare, one component of poultry industry sustainability, impacts other sustainability considerations.

Panelists:

  • Mark Cooper, Ph.D., managing director, global genetics, Cobb-Vantress
  • Karen Christensen, Ph.D., senior director of animal wellbeing, Tyson Foods
  • Ken Martin, broiler production manager, Fieldale Farms

10-10:30 a.m.

Morning coffee break

10:30-11:15 a.m.

How COVID-19 impacted online conversations about food, and what comes next
Leah Beyer, senior advisor, digital communications, global corporate communications, Elanco Animal Health

The pandemic turned consumers’ lives upside down with schools and many businesses closed. Gradually, businesses reopened, and many adults went back to work, but how and where consumers purchased food and consumed it changed. Leah Beyer will discuss how the online conversations about food changed during the pandemic and how our online messaging should change as consumers are vaccinated, entertainment venues and restaurants fully reopen, and the pandemic subsides.

11:15 a.m. – 12 p.m.

Brands in the pandemic: What did we learn?
Hinda Mitchell, president, Inspire PR Group
The year of COVID-19 was the year of the omni-crisis. What started with the pandemic soon evolved well beyond a public health crisis to include unemployment and economic uncertainty, education disruption, political divisiveness, racial unrest and more. Some brands rose to the occasion and thrived, while others fell short with missteps and tone-deaf messages. What can food producers learn from last year? What lessons should be applied to future consumer engagement and marketing? Hinda Mitchell will take a closer look at the successes and failures of last year and provide a go-forward communications approach to leverage the best learnings of the pandemic.

12 p.m.

Conference wrap-up

Chicken Marketing Summit 2021 speakers

Access the on-demand session recordings from the 2021 Chicken Marketing Summit to learn from these industry experts.

A 2021 exclusive: on-demand event access to educational session recordings, one-on-one meeting scheduler, attendee list and digital showrooms. The on-demand sessions will be available from July 26, 2021 to October 31, 2021. Register now for only $195 USD.

David Aldrich currently works as a poultry buyer at Meijer. He has experience across a variety of roles throughout his six years with the grocery chain, including finance, grocery and direct store delivery (DSD) beverage, and has a bachelor’s degree from Saginaw Valley State University.

Supply chain partners’ panel: Bouncing forward

Consumers shifted how and where they bought their food during the pandemic. Retailers look to hold onto sales gains while foodservice outlets aren’t just looking to bounce back, they want to bounce forward. Panelists from major foodservice and retail outlets that sell chicken discuss how their companies have adapted and their plans for future success.

With 25-plus years working in the restaurant industry, and a focus on supply chain, Keith Anderkin started as Zaxby’s vice president of supply chain and quality assurance in June 2020. Prior to Zaxby’s, Anderkin was a senior vice president at Arby’s Supply Chain Cooperative where he was responsible for over $1.5 billion spend annually across 3,500 restaurants during his 15 years with the brand. A graduate of the University of Kentucky, he began his career as a restaurant auditor at Long John Silver’s where he was quickly exposed to the ins and outs of the restaurant industry. Initially, being on the finance side of the business and then shifting his focus on procurement all those years fit his strengths well and set him up for a long career in supply chain.

Supply chain partners’ panel: Bouncing forward

Consumers shifted how and where they bought their food during the pandemic. Retailers look to hold onto sales gains while foodservice outlets aren’t just looking to bounce back, they want to bounce forward. Panelists from major foodservice and retail outlets that sell chicken discuss how their companies have adapted and their plans for future success.

While farm life for Leah Beyer has entailed challenges that would cause most to head to greener pastures, the realities of life on her side of the fence fueled her zeal and resolve and further rooted her family on their Indiana farm. She connects with consumers on her blogs, Beyer Beware and Farmwife Drinks, and sprinkles in her farm tidbits. Today, she continues to work in the agricultural industry for Elanco Animal Health as director of global digital communications. She guides the digital and social media team that implements the social media strategies, website oversight and social media listening for the business and customer needs.

How COVID-19 impacted online conversations about food, and what comes next

The pandemic turned consumers’ lives upside down with schools and many businesses closed. Gradually, businesses reopened, and many adults went back to work, but how and where consumers purchased food and consumed it changed. Leah Beyer will discuss how the online conversations about food changed during the pandemic and how our online messaging should change as consumers are vaccinated, entertainment venues and restaurants fully reopen, and the pandemic subsides.

Karen Christensen, Ph.D., has worked extensively in live production for more than 35 years, serving as broiler manager, live production manager and director of technical services. She then worked for the Center of Excellence in Poultry at the University of Arkansas as an associate professor where she was involved in extension and research around welfare and production. At Tyson Foods, where Christensen has worked since 2017, she is responsible for the well-being of broilers, turkeys, hogs and cattle. Christensen has served on the Board of Directors for PAACO, the Professional Animal Auditor Certification Organization, since 2007. She serves as the chair of the Training and Education Committee and the chair of the Poultry Science Association Welfare Committee. Christensen has a bachelor’s and master’s degree in animal science from Washington State University and a Ph.D. in poultry physiology from Mississippi State University.

Panel discussion: Tackling the broiler welfare challenge

Retailers and foodservice outlets are being asked by activist groups to make pledges to purchase chicken raised and processed according to schemes like the Global Animal Partnership and the Better Chicken Commitment. The panelists will discuss how third-party inspections and continuous improvement programs are improving bird welfare outcomes and the research and selective breeding efforts that will continue to drive improvement. They will also discuss how bird welfare, one component of poultry industry sustainability, impacts other sustainability considerations.

Mark Cooper, Ph.D., is the managing director, global genetics, 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.

Panel discussion: Tackling the broiler welfare challenge

Retailers and foodservice outlets are being asked by activist groups to make pledges to purchase chicken raised and processed according to schemes like the Global Animal Partnership and the Better Chicken Commitment. The panelists will discuss how third-party inspections and continuous improvement programs are improving bird welfare outcomes and the research and selective breeding efforts that will continue to drive improvement. They will also discuss how bird welfare, one component of poultry industry sustainability, impacts other sustainability considerations.

As the director of innovation and insight at Mintel, and an expert on the CPG market and new product development for over 25 years, Lynn Dornblaser can spot a winning product at first glance. Dornblaser offers an insider’s take on the innovation and insight that goes into new product development and what makes for a winning — or losing — new product launch, from flavor, ingredient and packaging trends to purchase intent, buying behaviors and demographic divides.

Presentation: Navigating the post-pandemic retail marketplace

Home was the place to be as a result of COVID-19, and this led to record retail food sales. As things start returning to normal, what habits/trends will stay from lockdown, and which will be quickly abandoned? What strategies are retailers and branded products using to maintain this new market share, and how can chicken producers help their retail partners overcome challenges? Lynn Dornblaser investigates how pandemic-driven changes in how, where and what consumers eat have impacted retail and what to expect going forward post pandemic.

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: 2021 Chicken Consumption Survey: Big opportunities to win the reawakening

The past 15 months have forced consumers to make big changes in lifestyle. Those changes have accelerated and hardened new growth opportunities for retailers and processors. Meat and poultry, in particular, have powerful new platforms for growth. IRI and WATT Global Media will share research findings that focus on anticipated U.S. consumer behavior post-pandemic to identify opportunities for chicken to gain market share in home food preparation and the upcoming foodservice revolution.

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 across the country. Coming out of the pandemic, what will the foodservice recovery look like? Kelley Bailie Fechner will explore these developments and suggest ways chicken can fuel the foodservice recovery.

Ken Martin is the broiler production manager for Fieldale Farms, where he has worked since 1991. He is a PAACO-certified auditor and a board member of the International Poultry Welfare Alliance. Martin has a bachelor’s degree in agricultural engineering from the University of Georgia.

Panel discussion: Tackling the broiler welfare challenge

Retailers and foodservice outlets are being asked by activist groups to make pledges to purchase chicken raised and processed according to schemes like the Global Animal Partnership and the Better Chicken Commitment. The panelists will discuss how third-party inspections and continuous improvement programs are improving bird welfare outcomes and the research and selective breeding efforts that will continue to drive improvement. They will also discuss how bird welfare, one component of poultry industry sustainability, impacts other sustainability considerations.

Christine McCracken focuses on the animal protein industry, with an emphasis on North American pork and poultry. Prior to joining Rabobank, McCracken spent 18 years as a sell-side food and agribusiness analyst and founding partner at Cleveland Research, an Ohio-based equity research firm. McCracken has been named “Best on the Street” food analyst by the Wall Street Journal and the top food analyst by Forbes. McCracken holds a bachelor’s degree in agricultural economics from the University of Georgia and a master’s degree in agricultural and natural resource economics from the University of California at Davis.

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. Christine McCracken 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.

Ernie Meier is the director, quality systems, U.S. supply chain management for McDonald’s USA LLC and has responsibility that includes animal welfare, food safety and specification compliance as well as strategic direction for those categories. Meier is the chair elect for the U.S. Roundtable for Sustainable Poultry & Eggs (US-RSPE). Prior to joining McDonald’s, Meier worked for Keystone Foods, a supplier to the McDonald’s system. Prior to Keystone, he worked for Perdue Farms. Meier is graduate of the University of Florida in animal science, specializing in poultry science.

Sustainability: Charting poultry’s course for continuous improvement

Continuous improvement in all aspects of production, processing and marketing is what has made chicken the king of meats. The U.S. Roundtable for Sustainable Poultry & Eggs was established to harness the energy of poultry producers and integrators, allied industries, retail and food service companies, and NGOs to focus on sustainability throughout the poultry supply chain. Ernie Meier will discuss the sustainability opportunities and challenges facing the poultry supply chain and ways that the Roundtable is working together to continuously improve the three focal points of sustainability; environmental, social and economic.

Hinda Mitchell is the founder and president of Inspire PR Group, a nationally recognized communications firm representing valued brands across the United States. At Inspire, Mitchell leads a team of public relations and digital professionals shaping communications strategies and delivering results for a diverse group of clients. Mitchell is a trusted public relations advisor to farm organizations and food companies, CEOs and top association leaders. She has extensive experience in providing direct counsel and strategic, high-level communications support in the C-Suites of numerous companies, including national corporations, state and national trade associations, advocacy groups, restaurants, education organizations, and nonprofit groups. She has led communications strategy and response for numerous high-profile national crises in manufacturing and production, education, food safety and animal agriculture.

Brands in the pandemic: What did we learn?

The year of COVID-19 was the year of the omni-crisis. What started with the pandemic soon evolved well beyond a public health crisis to include unemployment and economic uncertainty, education disruption, political divisiveness, racial unrest and more. Some brands rose to the occasion and thrived, while others fell short with missteps and tone-deaf messages. What can food producers learn from last year? What lessons should be applied to future consumer engagement and marketing? Hinda Mitchell will take a closer look at the successes and failures of last year and provide a go-forward communications approach to leverage the best learnings of the 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: 2021 Chicken Consumption Survey: Big opportunities to win the reawakening

The past 15 months have forced consumers to make big changes in lifestyle. Those changes have accelerated and hardened new growth opportunities for retailers and processors. Meat and poultry, in particular, have powerful new platforms for growth. IRI and WATT Global Media will share research findings that focus on anticipated U.S. consumer behavior post-pandemic to identify opportunities for chicken to gain market share in home food preparation and the upcoming foodservice revolution.

Terrence O’Keefe began his association with the poultry industry in graduate school and has been working with and writing about poultry for 36 years. In his role as content director at WATT Global Media, O’Keefe leads a team of 24 reporters, editors and artists who cover the world’s poultry, animal feed and pet food industries. He has written for and edited publications covering the broiler, turkey and egg industries. Prior to joining WATT, he worked for broiler and turkey companies in variety of live production and processing roles including serving as manager for broiler and turkey slaughter and deboning plants. O’Keefe earned a bachelor’s degree in biology at the College of William & Mary, a master’s degree in poultry science at the Pennsylvania State University and an MBA at James Madison University.

Moderator

Bea Radtke has worked at Red Robin for nearly nine years, currently as director of purchasing. As director of purchasing, she is responsible for negotiating all contracts for beef, poultry, pork, cheese, potato items, beverages and dairy. Prior to Red Robin, Radtke worked as a corporate purchasing manager at a national distribution company.

Supply chain partners’ panel: Bouncing forward

Consumers shifted how and where they bought their food during the pandemic. Retailers look to hold onto sales gains while foodservice outlets aren’t just looking to bounce back, they want to bounce forward. Panelists from major foodservice and retail outlets that sell chicken discuss how their companies have adapted and their plans for future success.

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.

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.

Tom Super brings more than 20 years of combined experience in strategic communications, public policy, politics and meat and poultry issues management to the National Chicken Council’s senior management team. He is responsible for day-to-day media relations, media outreach, social media management and strategic communications planning to supplement the NCC’s legislative, regulatory and public affairs efforts. Prior to his joining NCC, Super spent three-and-a-half years at the American Meat Institute, most recently as vice president of public affairs. He previously spent six years at Greener and Hook LLC, a Washington-based strategic communications consulting firm where his focus was on planning and executing communications strategies and delivering strategic communications and media relations counsel to corporations, trade associations, ad-hoc organizations, non-profits and political candidates at the local, state and federal levels. Super began his career in Washington, D.C., on Capitol Hill as a press assistant and legislative correspondent for U.S. Senator John W. Warner (R-Va.). A graduate of Washington & Lee University, in Lexington, Va., Super earned his bachelor’s degree in public policy.

Moderator

Clint Rivers, president and chairman of the board of Wayne Farms LLC, has more than 37 years of poultry industry experience. He joined Wayne Farms in October 2012 as vice president and general manager of the Fresh Business Unit. In 2014, he was promoted to chief operating officer and, in 2017, promoted to president and chief executive officer. Prior to joining Wayne Farms, he served in executive positions with Pilgrim’s Pride and Perdue Farms. Rivers began his career with Golden West Foods in Bedford, Virginia. He has served on the board of the U.S. Poultry & Egg Association and is currently the chairman of the National Chicken Council. Rivers holds a degree in animal science from Virginia Polytechnic Institute and State University.

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