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How can your business win with chicken in 2020? Find out at Chicken Marketing Summit scheduled for July 19-21, 2020, at the Omni Amelia Island Plantation Resort in Fernandina Beach, Florida.

The battle for the center of U.S. consumers’ plate in 2019 featured two developments that went viral and gained tremendous mainstream media attention, the QSR so-called “chicken sandwich wars” and the rise of new, branded, plant-based meat alternatives.

Popeyes sales surged in the 4th quarter of 2019 on the back of its new chicken sandwich. What should your company’s marketing strategy be to benefit from the interest in higher quality chicken sandwiches? The success of the Impossible Whopper is just one example of the market share growth plant-based meat alternatives made in 2019. How should your sales and marketing strategies change to win the market share battle of the new plant-based meat alternative brands?

The 2020 Chicken Marketing Summit brings chicken marketers and sales professionals the latest data and insights to help you formulate a winning strategy. A series of essential educational sessions will focus on the theme “winning with chicken.”

2020 Chicken Marketing Summit agenda and speaker preview:

Kelly Bailie Fechner, director, customer solutions, Datassential, will look closely at the “chicken sandwich wars” and provide insights in her presentation: Battling for the best chicken sandwich, does everyone win?

Meagan Nelson, associate director of the Fresh Growth & Strategy Team, Nielsen, will look at the myriad of consumer demands and causes and share solutions in her presentation: Consumer trends: Where do you focus when something matters to everyone?

Other presentations will address:

  • Increasing interest in sustainability by consumers and your customers and what to do about it
  • Macroeconomic trends impacting demand for protein at home and around the globe
  • A new alternative to NAE chicken production and marketing
  • What should your CSR strategy be?
  • Results of the Chicken Consumption Survey, which will reveal answers to new questions about the most pressing consumer topics
  • Supply chain partners panel

More details on speakers and presentations will be announced soon.

Early bird registration is now open, providing attendees the chance to save $200. View registration options and details.

Presented by WATT Global Media and the National Chicken Council, the 45th 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 2020 Chicken Marketing Summit here.


Registration for the 2020 Chicken Marketing Summit is now open with early savings available until May 31.

Registration for the Summit covers: 1-1/2 days of educational presentations, 2 evening cocktail receptions, breakfasts, lunch and multiple networking breaks, plus the option to participate in the annual Bill Roenigk Chicken Marketing Summit golf tournament.

Registration fees to attend:

  • National Chicken Council member: $1,095 ($1,295 after May 31)
  • National Poultry & Food Distributors Association member: $1,095 ($1,295 after May 31)
  • General attendee (non-member): $1,195 ($1,395 after May 31)
  • Trade Association representative: $495
  • Government or Academia: $495
  • Retail grocery, foodservice: complimentary*

*Retail grocery and foodservice is defined as an executive level employee of a retail or foodservice company who is responsible for buying or marketing poultry products that are sold directly to consumers.  All registrants in the category will be further qualified and approved by the organizer.

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 Schedule of Events

Sunday, July 19

9-11 a.m.

NCC Marketing & Communications Committee meeting
Open to committee members and invited guests only.
Conference rooms 2 & 3

12 p.m.

Golf tournament kick-off

3-7 p.m. 

Registration

6-7:30 p.m. 

Chicken Marketing Summit 2020 opening reception

Monday, July 20

7:30 a.m.-2 p.m. 

Registration

7:30-8 a.m. 

Breakfast

8-9:45 a.m. 

Conference session
Details coming soon

9:45-10:15 a.m. 

Morning coffee break

10:15 a.m.-12 p.m. 

Conference session
Details coming soon

12-1 p.m. 

Lunch

1-2:50 p.m. 

Conference session
Details coming soon

2:50-3:20 p.m. 

Afternoon coffee break

3:20-4:45 p.m. 

Conference session
Details coming soon

5-6:30 p.m. 

Networking cocktail reception

Tuesday, July 21

7:30-8 a.m. 

Breakfast

8-10 a.m. 

Conference session
Details coming soon

10-10:30 a.m.

Morning coffee break

10:30 a.m.-12 p.m.

Conference session
Details coming soon

12 p.m.

Conference wrap-up

Chicken Marketing Summit 2020 speakers

More speakers will be added soon

Charlie Arnot has more than 25 years of experience working in communications, public relations and issues management within the food system. He is the founder and president of Look East, an employee-owned consulting firm. He also serves as CEO of the Center for Food Integrity, a international non-profit organization dedicated to building consumer trust and confidence in today’s food system. Arnot spent 10 years as a corporate officer for a leading food company. He has also worked for a public relations agency, was an award-winning radio journalist, worked in video and film, and is the author of the book “Size Matters, Why We Love to Hate Big Food.” Arnot graduated from the University of Nebraska with a bachelor’s degree in Journalism.

Presentation: Aligning business objectives, values with the new sustainability and environmental, social and governance (ESG) reality

The interests of consumers, civil society and Wall Street have converged to create a new reality for business today. Not only are consumers increasingly interested in sustainability and environmental, social and governance (ESG) factors, but lenders and capital markets are now making these issues criteria for lending and investment decisions. The challenge for business leaders today is defining sustainability and ESG priorities for their organization that align with the interests of investors and other stakeholders and allow them to achieve business objectives, including target earnings growth. In this session, Charlie Arnot from the Center for Food Integrity provides insight into this new reality, and more importantly, a step-by-step process that your company can use to align your values and business objectives with it.

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: Sustainability actions and aspirations: Communicating with consumers who choose chicken

Sustainability is a cultural value and defining concern for today’s consumers. In addition to tracking chicken consumption, the primary research conducted during the Chicken Consumption Survey explores the actions and aspirations of consumers and identifies the top issues related to chicken that are most important to consumers that companies should focus on right now. Chris DuBois, senior vice president, IRI, and Joyce Neth, vice president, director of audience development and research, WATT Global Media, examine shopping behaviors; take a deeper dive into how often consumers consider sustainability when shopping for chicken compared to other products; explore consumers’ aspirations for their own sustainability journeys; and more.

Megan Ernst is senior marketing manager for Wayne Farms LLC and oversees marketing strategy, execution and a team of marketers for multiple brands, including Wayne Farms, Chef’s Craft, GAP Step 2-rated Naked Truth Premium Chicken, Platinum Harvest, Ladybird, Buffaloos, Crispy Fliers and Naturelle for foodservice and retail customer segments. Prior to her six-year tenure with Wayne Farms, Ernst started her own full-service marketing agency that specialized in developing comprehensive strategic plans and special events. She also managed marketing, promotions, events and media, including social and digital, for Road Atlanta — a top world road course that hosts a wide variety of both professional and amateur events. Ernst holds a bachelor’s degree in journalism and advertising from the E.W. Scripps School of Journalism at Ohio University in Athens.

Presentation: Being a revolutionary storyteller in times of transition

As people, we eventually become the stories we tell ourselves and each other. This also holds true for our companies and brands. So, what happens when seismic market shifts shake us to our cores and threaten the very foundations that support us? Join Lexann Reischl, Opera House Communications & Advocacy LLC, and Megan Ernst, Wayne Farms LLC, as they lead a discussion about how we can find, rewrite and reframe our stories without abandoning our values during turbulent times. It’s not only possible, but critically important, as our stakeholders yearn for connection and trust. As human beings not only are we hardwired to respond to stories, but the more compelling and authentic our stories of growth, change and evolution, the more relatable and memorable we become.

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: Battling for the best chicken sandwich, does everyone win?

The emphasis for QSRs is on chicken, and the competition for who serves the best-tasting chicken sandwich went viral in 2019. Will better-tasting premium chicken sandwiches continue to drive sales in 2020? What will be the next food trend with the potential to take off and drive foodservice chicken sales? Kelley Bailie Fechner, director, customer solutions, Datassential, investigates the battle for the best chicken sandwich.

Meagan Nelson is the associate director of the Fresh Growth & 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, 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: Consumer trends: Where do you focus when something matters to everyone? 

Antibiotic free, sustainably raised, low price, fresh, local, recyclable packaging, plant-based, healthy, environmental impacts, delivery — and the list goes on. The number of vocal demands from consumers in the marketplace only continues to grow, and suppliers struggle to determine where to focus. In this session, Meagan Nelson, associate director of the Fresh Growth & Strategy Team, Nielsen, evaluates key trends in the retail landscape, from production and sustainability claims to how consumers’ purchasing and protein eating habits are shifting. Learn which demands consumers are using their dollars toward to vote on what really matters.

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: Sustainability actions and aspirations: Communicating with consumers who choose chicken

Sustainability is a cultural value and defining concern for today’s consumers. In addition to tracking chicken consumption, the primary research conducted during the Chicken Consumption Survey explores the actions and aspirations of consumers and identifies the top issues related to chicken that are most important to consumers that companies should focus on right now. Chris DuBois, senior vice president, IRI, and Joyce Neth, vice president, director of audience development and research, WATT Global Media, examine shopping behaviors; take a deeper dive into how often consumers consider sustainability when shopping for chicken compared to other products; explore consumers’ aspirations for their own sustainability journeys; and more.

Lexann Reischl is the founder and principal of Opera House Communications & Advocacy LLC, where she’s a consultant, writer and speaker. She has served in marketing, communications and public relations roles for nearly 30 years in highly regulated industries, and she has worked in agriculture and food production since 2007. Reischl previously oversaw corporate communications strategies at Minnesota-based chicken producer, GNP Company, which included crisis, consumer, media and government relations. For the past 13 years, she has continued her work with complex industry issues through her involvement with the National Chicken Council communications committee. Reischl currently serves as a strategic communications consultant and guest blogger for chicken production leaders and to give the industry a voice. Reischl holds a bachelor’s degree in English from the College of St. Benedict in St. Joseph, Minnesota, and has continued her education through the University of St. Thomas in Minneapolis and the Public Affairs Council in Washington, D.C.

Presentation: Being a revolutionary storyteller in times of transition

As people, we eventually become the stories we tell ourselves and each other. This also holds true for our companies and brands. So, what happens when seismic market shifts shake us to our cores and threaten the very foundations that support us? Join Lexann Reischl, Opera House Communications & Advocacy LLC, and Megan Ernst, Wayne Farms LLC, as they lead a discussion about how we can find, rewrite and reframe our stories without abandoning our values during turbulent times. It’s not only possible, but critically important, as our stakeholders yearn for connection and trust. As human beings not only are we hardwired to respond to stories, but the more compelling and authentic our stories of growth, change and evolution, the more relatable and memorable we become.

G. Donald Ritter, DVM, ACPV, is director of technical marketing for Mountaire Farms. Ritter is a poultry veterinarian who has worked directly for broiler production companies on the Delmarva peninsula during the past 35 years. For the last 25 years he has worked for Mountaire Farms, the sixth largest U.S. broiler company. He is currently working with multiple stakeholders to create a new consumer choice multi-protein responsible animal production certification based on the principles of One Health. Ritter is a board-certified poultry veterinarian. He is a graduate of the University of Missouri College of Veterinary Medicine and completed a poultry medicine internship at North Carolina State University.

Presentation: Marketing a balanced approach to bird welfare, antimicrobial resistance and environmental impact

Surveys show that many consumers are more concerned about how birds are cared for, how antibiotics are used and how the environment is impacted by poultry production than they were in the past. Chicken producers have responded to these concerns by modifying some production practices, but these changes can result in a step forward in one area while causing a step backward in another. Learn how the One Health Certified program provides a framework for a balanced approach to continuous improvement in the health of birds, humans and the planet.

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: ASF and new trade deals: Assessing the impact on future world protein trade

Are swine herds in Asia recovering from African swine flu, how much have animal protein exports to Asia increased as a result of production declines in the region and new trade deals? Is the USMCA a better deal for U.S. poultry producers than NAFTA? The answers to these questions will help your company create a winning strategy for 2020 and beyond.

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. We’re 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)

RESORT ACCOMMODATIONS & GROUP RATE

The deadline for the group rate at the Omni Amelia Island Plantation Resort is June 16, 2020 or until the room block is full.

The Chicken Marketing Summit group rate begins at $255 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. If reserving rooms outside of the event date, call the hotel directly to inquire about availability at 1.904.261.6161.

Chicken Marketing Summit participants are responsible for making their own hotel reservations at the Omni Amelia Island Plantation Resort by no later than Tuesday, June 16, 2020. Reservation requests received after Tuesday, June 16, 2020 will be based on availability and accepted at the Hotel’s prevailing rates.

To make your reservation online, please click here.


Grow your brand presence at Chicken Marketing Summit 2020

Sponsorship opportunities at the Chicken Marketing Summit take you beyond advertising and go further toward 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 2020 sponsorship opportunities are on a first-come, first-served basis. 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.

View the 2020 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. Learn tips on connecting with the dynamically changing consumer
  5. Three days of exclusive networking and learning opportunities at the Omni Amelia Island Plantation Resort in Fernandina Beach, Florida.


Why should your company send you to Chicken Marketing Summit?

We understand. Budgets are tight. There’s a ton of work to be done at the office. It makes sense that your supervisor is a little hesitant to spend dollars to send you away from work for a few days, but we know Chicken Marketing Summit is worth the investment.

To help you obtain approval to attend on July 19-21, we’ve put together this justification toolkit.

Here are 4+ reasons to convince your supervisor that sending you to Chicken Marketing Summit is an investment they won’t regret:

1. Advice and connections are invaluable. Attendees have the chance to meet, network and get advice from hundreds of poultry professionals from companies like 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!

2. The chicken and protein industries are always changing. Consumers have more protein options for meals and snacks than ever before. This year Chicken Marketing Summit will focus on taking advantage of chicken’s versatility, taste, high-protein content and affordability to overcome competition from other meats and emerging non-meat alternatives.

The 2020 conference offers the latest data and insights to help you formulate a winning strategy. A series of educational sessions will focus on the theme, “Winning with Chicken.”

View the 2020 agenda and get to know the confirmed speakers.

3. It’s the premier conference for the entire chicken supply chain. Chicken Marketing Summit is the only event that explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.

4. What others are saying about Chicken Marketing Summit:

  • “Fantastic opportunity to network, learn and further promote US chicken industry opportunities with consumers.” – John M., Elanco

  • “The Chicken Marketing Summit is THE event for the industry that you cannot miss. This is where I network, learn about the current trends and get inspiration for my daily work.” Monique L., Evonik Corporation

  • “It’s rare to attend a conference in which just about every session and speaker are of interest and provide value. This summit achieved that goal, and I appreciated the way all the sessions were relevant/connected to each other in terms of topic.” – anonymous 2019 attendee

  • “Seeing what’s up ahead is critical. The speakers at the Chicken Marketing Summit share their perspective today and in the future.” – anonymous 2018 attendee

  • “[Chicken Marketing] Summit provides good insight into the latest industry trends and challenges. Opportunity to hold meaningful conversations with leaders in the industry.” – Dave Q., Zip-Pak

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Celebrating Chicken

2020 Chicken Marketing Summit Premier Sponsors

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2020 Chicken Marketing Summit Partner Sponsors

Interested in sponsoring this event? See details here.