How do channels, choices and challengers influence consumers’ chicken purchasing behavior? Find out at the 2019 edition of Chicken Marketing Summit scheduled for July 21-23 at the Belmond Charleston Place in Charleston, South Carolina. Registration is now open.
Consumers have more choices for when, where and how they buy chicken than ever before. Advances in mobile technology, computing power and connectivity have made home delivery of prepared meals, groceries and meal kits commonplace. The differences between foodservice and retail distribution channels for food have been blurred as convenience and grocery stores offer more made-to-order meals and restaurants have more carry out and home delivery options. There is more choice and competition for each meal occasion.
Connecting with consumers, particularly digitally, is increasingly important as e-commerce sales increase. Generation Z, the first group of consumers who grew up with smart phones in their hands, is starting to graduate from college and enter the work force. These trends will only accelerate as the buying power for Millennials and Generation Z increase in coming years.
A series of essential educational sessions will focus on this year’s theme, “Channels, choices and challengers.” The 2019 Chicken Marketing Summit will provide insights on these trends and creative solutions for how chicken sales and marketing professionals can effectively and efficiently connect with today’s customers and consumers.
2019 Chicken Marketing Summit agenda and speaker preview:
- Global outlook for poultry and meat markets – presented by Justin Sherrard, global strategist — animal protein, Rabobank
- Marketing to Generation Z moms: Lessons learned from millennials, Generation X – presented by Maria Bailey with BSN Media
- Power of Positive Marketing – presented by Julie Hamilton, chief customer & commercial leadership officer, The Coca-Cola Company
- Keynote presentation: Meeting customer needs in a marketplace with rapidly changing demands – presented by Clint Rivers with Wayne Farms
- Grams scramble: Competing for consumers’ protein needs – presented by Meagan Nelson with Nielsen and Kelley Fechner with Datassential
- Global Coalition for Animal Welfare priorities – presented by Judy Panayos, senior director of sustainability in supply management with Sodexo
- Transparency in an age of activism: How can you get the upper hand? – presented by Hinda Mitchell, president with Inspire PR Group
- Chicken Consumption Survey results – presented by Joyce Neth with WATT Global Media and Chris DuBois with IRI
- 2 NEW, highly-relevant panel discussions: Supply Chain Partners panel and Channels, Choices and Challengers panel
Presented by WATT Global Media and the National Chicken Council, the 44th annual Chicken Marketing Summit remains a member benefit for NCC processor and allied member companies, as well as members of the National Poultry Food Distributors Association and National Turkey Federation.
Registration for the 2019 Chicken Marketing Summit is now available.
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
Registration fees to attend:
- National Chicken Council member – $1195
- National Poultry & Food Distributors Association member – $1195
- National Turkey Federation member – $1195
- General attendee (non-member) – $1295
- Trade Association representative – $395
- Government or Academia – $395
*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 which are sold directly to consumers. All registrants in the category will be further qualified and approved by the organizer.
- Join poultry business leaders and influencers from companies such as:
Amick Farms, Buffalo Wild Wings, Chick-fil-A, Church’s Chicken, Claxton Poultry, DuPont Nutrition and Health, Giant Eagle, Huey Magoos, Maple Leaf Farms, , PDQ, Peco Foods, Perdue Foods, Pilgrim’s Pride, Restaurant Supply Chain Solutions, Sanderson Farms, Simmons Foods, Supply Management Services (SMS), Tyson, Wayne Farms, Wendy’s, Zaxby’s and more!
- Engage with key industry execs during multiple panel discussions, including the NEW 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
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.
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 firstname.lastname@example.org for more information.
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 over 100 years.
Chicken Marketing Summit Schedule of Events
Sunday, July 21
Joint meeting of NCC Marketing and Communications Committees
Open to committee members and invited guests only
Chicken Marketing Summit 2019 opening reception
Monday, July 22
7 a.m.-2 p.m.
Introduction and welcome
Mark Kaminsky, COO, Koch Foods, NCC Chairman
Meeting customer needs in a marketplace with rapidly changing demands
Keynote: Clint Rivers, president, CEO, Wayne Farms
Some consumers are interested in transparency in how products are made, and others are interested in varied and different product benefits. Non-governmental organizations (NGOs) are also pressuring companies on their concerns whether they be animal welfare, environmental sustainability or eliminating antibiotic use. Rivers will share how Wayne Farms is working with customers to offer them choices and solutions that meet their changing needs.
Global outlook for poultry and meat markets
Justin Sherrard, global strategist — animal protein, Rabobank
The African swine fever epidemic in China and Southeast Asia will dramatically reduce pork production in Asia and will increase demand for exports of all meats from other regions. Sherrard will present the latest data and thinking on how much pork production will be impacted by African swine fever, how it will impact global meat trade for the next few years and the implications for marketing chicken.
Grams scramble: Competing for consumers’ protein needs
Meagan Nelson, associate director, Fresh Growth & Strategy, Nielsen and Kelley Fechner, director, customer solutions, Datassential
For chicken, the competition for the center of the plate used to be from the other animals in the barnyard, but now some consumers are looking for and finding their daily grams of protein from other sources. It isn’t just vegans and vegetarians who order soy lattes, veggie burgers and protein bars. Options for those protein grams continue to proliferate across nearly every aisle of the store. Which of these alternative sources of protein have the most staying power, and what should poultry marketers know about them?
Navigating customer choices vs. listening to loud voices
Leah McGrath, corporate dietitian, Ingles Markets
While we often turn to social media as the barometer of what our customers want, does it really match up with what they buy? Our customers have more choices than ever before when it comes to protein; how do the challengers measure up, and what matters to customers?
11:15 a.m.-12 p.m.
Panel discussion: Channels, choices and challengers
- Kelly Fechner, director, customer solutions, Datassential
- Meagan Nelson, associate director, Fresh Growth & Strategy, Nielsen
- Leah McGrath, corporate dietitian, Ingles Markets
Profitably winning the consumer’s food dollar in the meat category in 2019 and beyond will require new solutions that automate and personalize the marketing of food proteins to consumers. Nelson and Fechner will engage with the audience in a discussion of how marketers can continue to grow chicken consumption in a protein market with blurring channel distinctions and new center of the plate choices.
2019 Chicken Consumption Survey: The why behind the buy
Chris Dubois, senior vice president and principal, IRI and Joyce Neth, vice president, director of audience development and research, WATT Global Media
For years, chicken has been a top choice among nine of 10 U.S. adults for meals at home and away from home. This year’s survey focuses intensely on what drives consumer purchases of protein for “center of the plate,” including chicken, beef, pork, fish and the new challengers: plant-based alternative proteins. Joyce Neth, vice president, director of audience development and research, WATT Global Media, and Chris DuBois, senior vice president and principal, IRI present survey results, which will be supported with purchase data and trends from IRI and give insights for how chicken can maintain its market share against these alternative proteins.
Marketing to Generation Z moms: Lessons learned from millennials, Generation X
Maria Bailey, CEO, BSM Media
Generation Z consumers are no longer just teenagers — they are now moms too and come to the market with their own unique buying behaviors and meal planning preferences. Empower your teams — whether innovation, product development or marketing teams — with insights and tactics that will allow you to capture the spending of this powerful consumer group.
Building your brand with positive marketing messages
Chicken is the most popular center-of-plate choice on America’s dinner table. It’s nutritious, economical and extremely versatile, since it can be incorporated into recipes for just about everything from country cooking to ethnic dishes. Food, and the act of sharing a meal with family and friends, can evoke positive emotions, so chicken marketers have a lot to work with.
Global Coalition for Animal Welfare (GCAW): Our priorities
Judy Panayos, senior director of sustainability in supply management, Sodexo, and Chris McCrystal, global head of food safety and responsible sourcing, Compass Group
In October of 2018, Aramark, Compass Group, Elior Group, IKEA Food Services, Nestlé, Sodexo and Unilever came together to form the Global Coalition for Animal Welfare. These companies have combined revenue of US$165 billion and serve 3.7 billion customers per day. The Coalition was formed to address the barriers to improving animal welfare in their supply chains and accelerate the development of standards and drive progress. The five priority areas identified by the Coalition are cage-free policies, improved broiler welfare, farmed fish welfare, antimicrobial resistance, transportation and slaughter.
Tuesday, July 23
Transparency in an age of activism: How can you get the upper hand?
Hinda Mitchell, president, Inspire PR Group
Radical activism against food and farm companies is on the rise. Intrusive and illegal tactics by extremist groups often play out on social media, placing brands and their suppliers at risk. How can companies be more transparent in telling their stories, and how can that transparency build and maintain consumer trust? New tools and techniques provide opportunities for the food production and farm community to lead the conversation instead of sitting on the sidelines waiting for activism. In this interactive session featuring video and stories from the front lines, attendees will learn how to build resources — affordably and effectively — and how to integrate storytelling and transparency as an operating strategy.
Panel discussion: Supply chain partners
- John Atkinson, director of purchasing and forecasting, PFSbrands
- Michael Billings, head of meat procurement, ButcherBox
- Tim Scheiderer, director, protein supply, Inspire Brands
- Frank Thurlow, formerly with Southeastern Grocers
The traditional chicken supply chain channels, food service and retail, aren’t nearly as distinct as they used to be. Consumers are purchasing prepared ready-to-eat meals from grocery stores and convenience stores and getting them delivered to their homes from restaurants. Ready-to-cook chicken products can be ordered for home delivery from the corner grocer or from an e-tailer without brick and mortar stores. Join a discussion of challenges and opportunities for chicken supply chain companies who connect processors with consumers.
Bus leaves for golf course
Bill Roenigk Chicken Marketing Summit Golf Tournament and local activities for non-golfers
Closing reception and golf awards at the Belmond in the Cypress/ Dogwood/Live Oak ballroom
Chicken Marketing Summit 2019 Speakers
John Atkinson is the director of purchasing and forecasting for PFSbrands. He and his team specialize in vendor relationships, inventory management, purchasing, financial planning, financial analysis and forecasting. Atkinson has a bachelor’s and master’s degree in business administration from the University of Missouri.
Maria Bailey is the foremost authority on marketing to moms and has evolved as a leader in influencer engagement. Bailey is an award-winning author, radio and television talk show personality, international keynote speaker and the CEO of BSM Media. Her company is a full-service marketing and media firm known for connecting brands with consumers through innovative and organic outreach programs. She has worked with over 300 brands across the globe including Disney Parks, Chick-fil-A, Walmart, Kimberly Clark and many more. Bailey has published seven books focused on moms and marketing and contributed to more than a dozen others on topics such as marketing, business development, social media, consumer behaviors and strategy.
Michael Billings is the head of procurement at ButcherBox, where he is part of the senior management team building a dynamic startup supplying experience in all aspects of procurement, spec development, packaging, cutting inventory control, systems building and distribution. He has 45 years of experience managing all aspects of meat production and procurement.
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.
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.
Mark Kaminsky, is the chief operating officer at Koch Foods. He began his career with Koch Foods in 1990 on the financial side of the business but learned the operational side, including live processing, through Koch’s move to become a vertically integrated poultry company in 1996. He has assisted in Koch’s growth from a one-plant operation to one of the leading poultry companies in the United States, through acquisitions, green field site developments and internal expansion. In 2018, Kaminsky was installed as chairman of the National Chicken Council (NCC). Kaminsky has a bachelor’s degree in accounting from DePaul University.
Chris McCrystal is the global head of food safety and responsible sourcing for Compass Group. Since joining Compass Group PLC in 2007, he has held several senior supply chain assurance roles within the global sourcing and safety and sustainability teams. In his current role, McCrystal is responsible for overseeing both food safety and responsible sourcing policy frameworks, in addition to the development, implementation and routine compliance monitoring of the risk based Compass Global Food Safety and Supply Chain Integrity Standards, which promote consistency in operating standards across the group. Prior to Compass Group, McCrystal held site food safety and quality management roles with both OSI Group and Cargill, and spent several years based in Thailand as regional head of technical and development for Lamex Food Group, one of the world’s largest privately owned frozen and chilled food importers/exporters.
Leah McGrath has been the corporate dietitian for Ingles Markets since 2000. Her position encompasses public presentations, hosting a weekly radio show, writing for local publications and appearing monthly on television. One of her primary areas of interest is helping customers understand how their food is grown, raised and produced. Additionally, she runs a global social media presence known as “Buildup Dietitians.” McGrath served as an officer and dietitian in the U.S. Army and has degrees in human nutrition and speech communication.
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. She 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. Before founding Inspire, Mitchell served for four years as vice president of a national communications firm headquartered in Kansas City and for 16 years with an Ohio-based regional public relations agency.
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.
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.
Judy Panayos is senior director of sustainability in supply management at Sodexo. Panayos works to incorporate internal and client goals for sustainability and corporate responsibility into sourcing strategies including local sourcing, sustainable products, responsible supply chain practices and sustainability innovation. Previously, Panayos worked in medical device manufacturing at Becton Dickinson where she had oversight of various supplier programs including sustainable procurement, supplier diversity, supplier risk, supplier quality management and supplier recognition. Previous to Becton Dickinson, Panayos held key roles in performing arts logistics management, including multi-stakeholder urban renewal projects. Panayos holds a steering board position with the Global Sustainable Seafood Initiative (GSSI) and is on the Strategic Advisory Council for Sustainable Purchasing Leadership Council (SPLC). She has a corporate responsibility certificate and MBA from Rutgers University and a BFA from New York University.
Clint Rivers, president and chief executive officer 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 is currently the vice chairman of the National Chicken Council and served on the board of the US Poultry & Egg Association. He holds a degree in animal science from Virginia Polytechnic Institute and State University.
Tim Scheiderer is the director, protein supply, for Buffalo Wild Wings (Inspire Brands). He is responsible for strategic oversight and day-to-day management of Buffalo Wild Wings’ protein procurement operations. He joined the Inspire Brands team in December 2017. Prior to joining Inspire Brands, he worked 26 years in the poultry industry in various roles including operations, business development and quality assurance. Scheiderer is a graduate of Purdue University with a degree in food science.
Justin Sherrard, global strategist animal protein with Rabobank’s Food & Agribusiness Research (FAR) group, leads the bank’s global research, client engagement and profiling in the animal protein sector. His work is directed at challenging current thinking and advising companies on risks and opportunities from strategic issues on today’s and tomorrow’s CEO agendas. Prior to this role, Sherrard led Rabobank’s research and client engagement around food and agriculture supply chains and other cross-sectoral issues in global F&A.
Frank Thurlow has worked in the retail grocery business since 1976. He started working in stores while attending school and became involved with fresh meat in 1986. He has held management positions in the regional and corporate offices. His last position was as the senior director for beef and poultry at Southeastern Grocers. In this role, his responsibilities included program development, procurement, supplier selection and management, budgeting and P&L achievement for the fresh and frozen beef and poultry categories, supporting up to 700 retail stores operating under four banners.
The Belmond Charleston Place is located in the heart of downtown Charleston, in the historic district. This luxurious hotel is within walking distance of all the major attractions and provides the perfect location for city adventure. The Belmond Charleston Place blends gentility and old-world charm with a leading-edge span and innovative cuisine.
RESORT ACCOMMODATIONS & GROUP RATE
The deadline for the group rate at the Belmond Charleston Place is June 19, 2019 or until the room block is full.
The Chicken Marketing Summit group rate begins at $225 per night, plus applicable state and local taxes. A credit card is needed to make a reservation. There is a one-night, non -refundable deposit required at time of reservation. If reservation is not cancelled prior to arrival date, or you are a no-show for your reservation, the fee for the entire length of reservation is forfeited.
Chicken Marketing Summit group rates will be extended to attendees wishing to extend their stay prior or after the official dates of the meeting, subject to room availability at the time of request.
Chicken Marketing Summit participants are responsible for making their own hotel reservations at the Belmond Charleston Place by no later than Wednesday, June 19, 2019. Reservation requests received after Wednesday, June 19, 2019 will be based on availability and accepted at the Hotel’s prevailing rates.
To make your reservation online, please click here.
Or, call the resort at 1.888.635.2350 or 1.843.722.4900. Mention Watt Global Media Chicken Marketing Summit 2019 to secure the group rate.
Connect with nature and truly escape at the Wild Dunes Links Golf Course
The Wild Dunes Links Course, Tom Fazio designed golf course, takes the golfing experience to a new level with the rustling palms lining lush, rolling fairways to a finishing hole overlooking the glistening Atlantic Ocean. The annual Chicken Marketing Summit golf tournament is scheduled for Tuesday, July 23 from 12:00 pm until 5:00 pm. This exclusive networking opportunity allows Chicken Marketing Summit attendees to build relationships with industry colleagues on a championship course. Golf awards and a closing reception will take place following the tournament.
Chicken Marketing Summit 2019 will be hosted in the historic and beautiful Charleston, South Carolina, ranked No. 1 U.S. City by Travel + Leisure magazine.
Explore the flavors, sights, sounds and traditions that Charleston has to offer. Known for its historical beauty, secret gardens, beaches, southern plantation retreats and downtown venues, Charleston is a thriving city with an endless amount of activities sure to keep visitors of all ages entertained.
For spouses and family who are looking for entertainment while the conference is taking place, or non-golfers during the Tuesday afternoon golf tournament, there are a number of exclusive opportunities to explore Charleston and participate in a variety of popular activities.
Things to do:
Adventure Harbor Tours – Explore isolated and beautiful Morris Island. Accommodating small, medium and large groups, boat tours provide access to natural wonders like boneyard beaches, shell collecting, dolphin watching and more.
Boone Hall Plantation – A wide variety of tours designed to be both educational and entertaining are offered.
Magnolia Plantation and Gardens – The oldest public tourist site in the Lowcountry, Magnolia Plantation has survived the centuries and witnessed the history of our nation unfold.
Middleton Place – A national historic landmark and home to the oldest landscaped gardens in America.
Old South Walking Tour – Discover Charleston’s famous Rainbow Row and Battery, exploring alleys and quaint by-ways that are only accessible by foot.
Redfin Charters – Inshore fishing charter. Fish for Redfish, Flounder, Speckled Sea Trout, Lady Fish and Black Drum and more.
Shop on King Street – Hub of Charleston’s retail including legacy shops like Croghan Jewel Box, Berlin’s Clothing and independent boutiques like Ibu Movement and Hampden.
South Carolina Aquarium – See more than 5,000 animals and visit two touch tanks for a hands-on experience with stingrays, horseshoe crabs and sea stars.
The Shops at Belmond Charleston Place – From Godiva to Gucci, you can have a high-end shopping experience without leaving the Chicken Marketing Summit host hotel.
For Dining & Nightlife options, click here.
Want more ideas for turning your Chicken Marketing Summit trip into a memorable vacation? Check out these websites and articles:
- Things to do and see in Charleston
- Three perfect days in Charleston
- 9 Iconic Charleston Experiences
- Dishes Worth a Drive from Charleston
- Things to do in Charleston
Grow your brand presence at Chicken Marketing Summit 2019
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 2019 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.
Click here to view the 2019 Sponsorship Prospectus!
Five reasons to be a part of the Chicken Marketing Summit:
- Reach key poultry business leaders and influencers
- Engage with the entire chicken supply chain
- Build new relationships and share ideas with your poultry industry colleagues
- Focus on how to connect with the dynamically changing consumer
- Three days of exclusive networking and learning opportunities at the Belmond Charleston Place in Charleston, South Carolina
2019 Chicken Marketing Summit Premier Sponsors