Shopper concern over prices continues to change behavior with 93% of shoppers reporting they are worried about food cost inflation. Additionally, 46% of shoppers are buying less fresh meat and fresh produce to avoid food waste, according to new research presented at Chicken Marketing Suchicmmit 2023.
Chicken Marketing Summit was held on Monday, July 31 – Wednesday, August 2, 2023, at Hotel Effie Sandestin in Miramar Beach, Florida.
Highlights from the 2023 Chicken Marketing Summit:
Chicken Marketing Summit was well-attended by industry professionals representing a vast array of companies including 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.
The agenda included an exclusive presentation revealing the results of the 2023 Chicken Consumption Survey, which focused on current and anticipated US consumer behavior, specifically, consumption of chicken during an inflationary time. The survey results were presented by Erkin Peksoz, senior director, client insights, Circana, and Joyce Neth, vice president, director of audience engagement, WATT Global Media. The study was commissioned by the National Chicken Council (NCC), with funding provided by Elanco Animal Health, Evonik Animal Nutrition, NCC and WATT Global Media.
In addition, the Summit featured speakers and panelists who shared research and information centered around this year’s theme, “Appealing to cost-conscious consumers.” Experts discussed how macroeconomic trends impact chicken consumption, communicating about net zero and sustainability goals, 12 chicken consumption trends that will stick, what’s next for plant-based meat alternatives, and more.
Chicken Marketing Summit named Wayne-Sanderson Farms as the 2023 recipient of the Chicken Marketer of the Year award, which was developed to recognize organizations or companies who demonstrate excellence and innovation in promoting chicken.
Chicken Marketing Summit 2024:
Make plans to attend an all-new Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 29-31, 2024.
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 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.
Make plans to join the chicken industry on July 29-31, 2024, at he 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.
Registration will open Spring 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 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.
2023 Chicken Marketing Summit schedule of events
Monday, July 31
9-10:30 a.m.
NCC Marketing & Communications Committee meeting
Open to committee members and invited guests
Location: Elderberry Room
10 a.m.-7 p.m.
Registration
Location: Juniper Ballroom Foyer
12 p.m.
Golf tournament kick-off
Location: Links Golf Course, shuttle leaves from lobby entrance
1-4 p.m.
Check-in at 12:45 p.m.
Optional: Wine pairing and pasta cooking class
Join your colleagues for a unique networking experience at Hotel Effie. During this 3-hour hands-on culinary workshop, an Italian pasta instructor will teach you to make fettuccine and cavatelli. Plus, the dining experience includes a wine paring with each dish, house-made limoncello crafted in collaboration with 30A Distilling Company and house-made Italian dessert.
SOLD OUT
Juniper Ballrooms 4 & 5
6-7:30 p.m.
Chicken Marketing Summit 2023 opening reception
Location: Magnolia Foyer
Tuesday, August 1
7:30 a.m.-5 p.m.
Registration
Location: Juniper Ballroom Foyer
7:30-8:30 a.m.
Breakfast
Location: Juniper Ballrooms 3, 4 & 5
8:30-9 a.m.
Introduction and welcome
Greg Watt, president and CEO, WATT Global Media
Location: Juniper Ballroom
9-10 a.m.
Keynote: Will it stick: Are today’s trends tomorrow’s opportunities or concerns?
Kevin Ryan, founder/CEO, Malachite Strategy and Research
Every day we are confronted with a new “category changing” trend that shakes the chicken industry. But what’s truly here for the long run, and what’s likely to be just a passing fad? Kevin Ryan, founder/CEO, Malachite Strategy and Research, amplifies the weak signals he’s seeing from consumers, retailers and foodservice to separate the must-do from the must-skip.
>> Watch video message from Kevin Ryan
Location: Juniper Ballroom
10-10:30 a.m.
Morning coffee break
Location: Juniper Ballrooms 3, 4 & 5
10:30-11:15 a.m.
How chicken demand changes in an inflationary world
Brian Earnest, lead economist, animal protein, CoBank
Historic rates of inflation, labor shortages and the rise of Generation Z will impact consumer behavior in 2023 like never before. The chicken industry also faces shifts in demand for dark meat and competing protein markets globally, as well as a chaotic feed environment for producers. Join Brian Earnest, lead economist, animal protein, CoBank, as he shares thoughts on the macroeconomic trends most likely to affect future demand for chicken and the opportunities that could help keep chicken as the protein at the center of the plate.
Moderator: Terrence O’Keefe, content director, WATT Global Media
Location: Juniper Ballroom
11:15 a.m.-12 p.m.
Foodservice demand beyond the chicken sandwich wars
David Maloni, foodservice supply chain analyst and president, Datum FS
The chicken sandwich wars dominated conversations about foodservice the last few years, and foodservice chicken offerings are expected to continue to expand in the future. Hear what market drivers, including consumer and margins, will shape foodservice chicken demand for the rest of 2023 and beyond.
Location: Juniper Ballroom
12-1:30 p.m.
Lunch
Location: Juniper Ballrooms 3, 4 & 5
1:30-2:15 p.m.
Retail in transition: Capitalizing on future e-commerce opportunities
Mark Strobel, senior research manager, Euromonitor International
The digital revolution has been rewiring retail for years, leading to new business models, commerce ecosystems and channels for reaching and engaging consumers. The COVID-19 pandemic accelerated this transition, as e-commerce became the default option for many homebound consumers. The surge in e-commerce is causing a permanent shift in chicken retail, creating both new challenges as well as new opportunities for retailers and consumer brands alike. What key questions do you need to ask when evaluating your e-commerce strategy? One thing is for certain, e-commerce is here to stay.
Moderator: Tom Super, senior vice president of communications, NCC
Location: Juniper Ballroom
2:15-3 p.m.
HPAI: Why this time is different and what you need to know
John Clifford, DVM, veterinary trade policy advisor, USAPEEC
The current H5N1 strain of (highly pathogenic avian influenza (HPAI) is now found in wild birds in North and South America, Europe, Asia and Africa and has caused record losses of domestic poultry in Europe and North America. The cost of the trade impacts of the HPAI outbreaks can exceed those of actual bird losses. Dr. Clifford will explain how the current distribution of HPAI in wild birds makes this outbreak different from others and will provide updates on how the U.S. and other countries are preparing to balance methods for stamping out the virus in commercial operations while keeping export markets open.
>> Watch video message from Dr. John Clifford
Location: Juniper Ballroom
3-3:30 p.m.
Afternoon coffee break
Location: Juniper Ballrooms 3, 4 & 5
3:30-4:30 p.m.
2023 chicken consumer perspective: The cost-conscious consumer
Erkin Peksoz, senior director, client insights, Circana, and Joyce Neth, vice president, director of audience engagement, WATT Global Media
In a world where inflation has a significant impact, consumers are more cost-conscious than ever. This puts chicken in a unique position among proteins in 2023. Chicken is low-price compared to other proteins, widely consumed by households across the globe and considered more sustainable than many other proteins by consumers. Exclusive research, sponsored by Elanco, Evonik and the NCC is presented by Erkin Peksoz, senior director, client insights, Circana, and Joyce Neth, vice president, director of audience engagement, WATT Global Media, will reveal what chicken companies need to keep in mind to best reach the cost-conscious consumer.
Moderator: Terrence O’Keefe, content director, WATT Global Media
Location: Juniper Ballroom
4:30-5 p.m.
Chicken Marketer of the Year Award
Winner announced and recognized
Moderator: Chad Forster, sales manager, WATT Global Media
Bill Roenigk Chicken Marketing Summit Golf Tournament 2023
Golf Awards announced and winners recognized
Moderator: Jeff Miller, director of global agribusiness sales, WATT Global Media
Location: Juniper Ballroom
5-6:30 p.m.
Networking reception
Location: Magnolia Foyer
Wednesday, August 2
7:30 a.m.-12 p.m.
Registration
Location: Juniper Ballroom Foyer
7:30-8:30 a.m.
Breakfast
Location: Juniper Ballrooms 3, 4 & 5
8:30-9:15 a.m.
What’s next for meat alternatives?
JP Frossard, VP, consumer foods analyst, Rabobank
New plant-based meat alternative products have reached shelves over recent years, and cultivated meat just received the first steps to regulatory approval in the U.S. During this session, JP Frossard, vice president, consumer foods analyst at Rabobank, will focus on the current state of the alternative protein market and share projections about the challenges and opportunities in this segment.
Moderator: Tom Super, senior vice president of communications, NCC
Location: Juniper Ballroom
9:15-10 a.m.
Communicating about net zero and sustainability goals
Corey Chafin, partner, consumer and retail, and Erika Stewart, consultant, consumer and retail, Kearney
With consumer concerns about sustainability at an all-time high, a growing number of retail and foodservice providers have made net zero pledges. The drive to design sustainable global food systems impacts how birds are raised, fed, processed and distributed. Marketers are now challenged with finding the best ways to share these improvements. Join Corey Chafin and Erika Stewart with Kearney, for a discussion on climavore consumer and tips for communicating about Net Zero and other sustainability goals.
Location: Juniper Ballroom
10-10:30 a.m.
Morning coffee break
Location: Juniper Ballrooms 3, 4 & 5
10:30-11:15 a.m.
The sustainability vs. cost dilemma for chicken consumers
Bruce Blakeman, senior consultant and public policy + issues practice leader, Heart+Mind Strategies
Sustainability – from animal welfare to social issues to environmental impact – continues to grow in importance for the modern chicken consumer. However, these consumers must also weigh other factors, including cost, when making purchasing decisions. Bruce Blakeman, senior consultant and public policy + issues practice leader, Heart+Mind Strategies, will discuss how consumers decide what to value when making purchasing decisions.
Moderator: Terrence O’Keefe, content director, WATT Global Media
Location: Juniper Ballroom
11:15 a.m.-12:15 p.m.
Panel discussion: Supply chain partners panel
Panelists discuss challenges and opportunities for chicken supply chain companies that connect processors with consumers.
Confirmed panelists:
- John Atkinson, VP, purchasing and quality, PFSbrands
- Joe Gordon,vice president of procurement and supply chain, Krispy Krunchy Chicken
- Peter Reilly, senior category manager, meat division, Wakefern Food Corporation
Location: Juniper Ballroom
12:15 p.m.
Conference wrap-up
Location: Juniper Ballroom
2023 Chicken Marketing Summit speakers

John Atkinson is the vice president of purchasing and quality at PFSbrands. He has been with the company for eight years, serving in multiple leadership roles within supply chain, customer service, quality, product development, demand planning and manufacturing. PFSbrands is a 100% employee-owned company with foodservice brands specialized in operating within convenient stores and grocery stores. Their brands include Champs Chicken, Cooper’s Express, BluTaco, Hot Mex Express, Hangar 54 Pizza and Wingman Pizza. Atkinson has a bachelor’s and master’s degree in business administration from the University of Missouri.

Bruce Blakeman, senior consultant and public policy + issues practice leader, Heart+Mind Strategies, is an experienced communications, public affairs and brand-positioning executive with over 25 years of leadership in both the U.S. and international markets. He held leadership positions at Cargill Asia-Pacific from 2015-2019 and served as the U.S. Secretary of Commerce’s envoy to China from 2003-2005 and the deputy assistant secretary in the U.S. Foreign Commercial Service from 2001-2003.

Corey Chafin is a partner in the consumer and retail practice of Kearney, a global strategy and management consulting firm. He has nearly a decade-and-a-half consulting and industry experience in the food and beverage industry covering supply chain transformation, sourcing and procurement, sustainability, M&A strategies, P&L performance, retail execution strategy and product information. Chafin authors the annual Kearney Earth Day Report.

Prior to joining the U.S. Poultry & Egg Export Council (USAPEEC) in 2019, John R. Clifford served for 33 years with the U.S. Department of Agriculture (USDA) Animal and Plant Health Inspection Service (APHIS). He held a number of roles in his time with APHIS including serving as chief veterinary officer for the U.S. and chief trade advisor for APHIS. Clifford also served as the U.S. official delegate to the World Organization for Animal Health (WOAH) and deputy administrator of APHIS. He has served on the front lines of disease control efforts for HPAI and exotic Newcastle disease as well as negotiations with trading partners.

Brian Earnest is lead economist for animal protein in CoBank’s Knowledge Exchange division. He provides market and industry research for the poultry, pork and beef sectors. Earnest has more than 10 years of industry and consulting experience. Prior to joining CoBank, he was senior commodity analyst, poultry, with IHS Markit’s Food and Agricultural Commodities Economics group. Earnest provided forecasting and price risk strategies, client service, as well as project consulting in the poultry and egg space. He previously held various procurement and advisory roles with Topco Associates LLC, a retail food industry cooperative. Earnest holds a bachelor’s degree and a master’s degree in economics from Eastern Illinois University.

Based in New York, JP Frossard works with the global consumer foods team, focusing on bakery and plant-based products. Frossard has broad experience in the food industry, including agricultural commodities trading, research and procurement. He most recently worked at PepsiCo, where he was responsible for sweeteners procurement in North America. Prior to that, he worked at Bunge in Brazil and the U.S. as a sugar trader, economic researcher and export analyst. Frossard has a bachelor’s degree in international affairs from the University of São Paulo and studied international business and trade at Fundação Getulio Vargas in Brazil.

Kevin Garland is the Chairman of NCC for 2022-2023. Since 2018, Garland has served as CEO of Mountaire Corp. He has spent the entirety of his career building, leading and advising industrial businesses. For the prior 17 years, he was a partner at The Sterling Group, a leading private equity firm in Houston. Previously, Garland was at Enron in the mergers and acquisitions group and led Enron’s private equity business. He also previously worked for Parker and Parsley Petroleum, in mergers and acquisitions, and Stephens Inc., in investment banking. Kevin received a bachelor’s degree from Rhodes College and an master’s degree in business administration with honors from the Owen School of Management at Vanderbilt University.

Joe Gordon is the vice president of procurement and supply chain with Krispy Krunchy Chicken and oversees supply chain, distribution, and quality assurance. He has more than 25 years’ experience in supply chain leadership at Wendy’s, Noodles & Company, Portillo’s, Teriyaki Madness and Smashburger. He has a strong background in logistics, proteins and commodities, and has also led food safety, quality and R&D departments for more than 15 years. Gordon has a bachelor’s degree in production and operations management from Ohio State University and an master’s degree in business administration from Colorado State University.

David Maloni, president, Datum FS, is a recognized executive and entrepreneur with over 30 years in foodservice and supply chain. He is a former founder of the American Restaurant Association, which helps to provide industry supply chain expertise, best practices and technology offerings to over 600 foodservice companies and interests. Maloni is a sought-after industry expert featured in numerous industry events and media outlets including CNBC, Bloomberg, The Wall Street Journal and USA Today.

Joyce Neth is vice president, director of audience engagement, 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.

Erkin Peksoz is a senior director of client insights at Circana and leads the Perdue Farms team. Prior to joining Circana in 2017, he held various brand management roles across the food and beverage CPG industry. In his own words, nothing excites and energizes him more than observing and reacting to the ever-changing consumer trends and decisions. He holds undergraduate and graduate degrees in civil engineering and a master’s degree in business administration from the University of Michigan.

Peter Reilly is a senior category manager in the meat division with Wakefern Food Corporation. He has been in the meat division for 20 years on various fresh protein procurement desks and served as the fresh poultry category manager since 2006. Previously, Reilly worked in the seafood industry for 22 years.

Kevin Ryan is founder/CEO of Malachite Strategy and Research, a CPG, retail and foodservice-focused insights and innovation agency. Ryan previously served as the global strategic planner at Amazon, overseeing the corporate brand and advertising strategies for Global Prime and Non-Prime. Prior to Amazon, Ryan was director of strategy and innovation at General Mills where, for 15 years, he led corporate and brand initiatives to discover new opportunities globally. Ryan writes a bi-monthly newsletter for the food industry called Culture Matters and hosts a food industry podcast called 3 Squares. He holds both a master’s degree and Ph.D. in food science, and an MSc in food anthropology.

Erika Stewart is a consultant in the consumer and retail practice of Kearney, a global strategy and management consulting firm. Her work focuses on food and beverage, and she is one of the firm’s experts across protein value chains. Stewart has worked closely with retailers to manage their protein categories addressing end-to-end category management including product specifications and new product innovation.

Mark Strobel is a senior research manager at Euromonitor International with a focus on food and beverage industries. Based in Chicago, he has more than 14 years of experience in market research. Strobel has been working in international market research since 2007 and has a background in various consumer goods industries. He earned a bachelor’s degree in economics from Bates College in Lewiston, Maine, and studied at Pontificia Universidad Católica de Valparaíso in Chile.
Grow your brand presence at Chicken Marketing Summit 2024
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 2024 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.
The 2024 Sponsorship Prospectus will be available Fall 2023.
View the 2023 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
- Learn tips on connecting with the dynamically changing consumer
- 1 1/2 days of exclusive networking and learning opportunities at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama
2023 Chicken Marketing Summit Partner Sponsors
Interested in sponsoring this event? See details here.
Platinum Sponsors







Gold Sponsors















Silver Sponsors







Bronze Sponsors








