Today’s consumers lead a life that is increasingly digital. From curbside pickup to online delivery, it’s no wonder that ecommerce is one of the fastest growing segments when it comes to protein purchases. Chicken Marketing Summit provides chicken sales, marketing, supply chain and product development/culinary professionals the tools they need to connect on what’s next with consumers online, keeping chicken as the protein at the center of the plate.

Chicken Marketing Summit 2022 was held on July 25-27, at the Château Élan in Braselton, Georgia. Dates and location of the 2023 Chicken Marketing Summit will be announced soon.

Highlights from the 2022 Chicken Marketing Summit:

The 2022 Chicken Marketing Summit provided latest data and insights to help the chicken industry and poultry buyers understand the ways consumers shop and how to leverage technology to reach them. A series of essential educational sessions focused on the theme, “Accelerating your digital connection with consumers.”

The agenda included an exclusive presentation revealing the results of the 2022 Chicken Consumption Survey, that focused on current and anticipated US consumer behavior, specifically, consumption of fresh chicken. 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. 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 panelist who shared research and information centered around this year’s theme, “Accelerating your digital connection with consumers.” Experts discussed what the post-covid chicken consumer values, chicken’s affordability provides opportunity for market growth, four chicken consumption predictions for 2023, technologies and trends ready to share the future of foodservice, and more.

New in 2022, Chicken Marketing Summit named Chick-fil-A the first 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 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.

The chicken industry met on July 25-27 for the 2022 edition of Chicken Marketing Summit, the essential networking and educational conference for poultry business leaders. Dates and location for the 2023 Summit will be announced soon.

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
  • 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.

*Retail Grocery and Foodservice is defined as an executive level employee of a retail grocery or foodservice company who is responsible for buying, developing or marketing poultry products which are sold directly to consumers.  All registrants in the category will be further qualified and approved by the organizer. Attendee must check in on site at the event. Refund will be given 1 week after the Summit ends.

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.

2022 Chicken Marketing Summit schedule of events

Monday, July 25

9-10:30 a.m.

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

Location: Monte Carlo A&B

10 a.m.-7 p.m. 

Registration

Location: Paris Prefunction

12 p.m.

Golf tournament kick-off

Shuttles leave from lobby entrance

1 p.m.

Optional wine tasting

4 p.m.

Optional wine tasting

Tour the iconic winery, that has defined Château Élan for decades, with our most popular tour and tasting option. Guests will be treated to a behind-the-scenes look at our winery vat, production rooms, and bottling line. Then one of our senior wine stewards will guide you through the entire winemaking process, from grape-to-glass. After your tour concludes, enjoy a guided tasting of five, winemaker-selected vintages. Tour is 60 to 90 minutes long. Space is limited. This is a private event at the discounted rate of $75.00/per person.

6-7:30 p.m. 

Chicken Marketing Summit 2022 opening reception

Location: Atrium

Tuesday, July 26

7:30 a.m.-5 p.m. 

Registration

Location: Paris Prefunction

7:30-8:30 a.m. 

Breakfast

Location: Élan Ballroom 

8:30-8:45 a.m. 

Introduction and welcome
Greg Watt, president and CEO, WATT Global Media

Location: Paris Ballroom

8:45-9:30 a.m. 

Positioning chicken in the post-pandemic market
Maeve Webster, president, Menu Matters

The pandemic accelerated the adoption of digital technologies in retail and foodservice for ordering, curbside pickup and home delivery. Everything from retail store out of stocks and the presence or absence of drive through windows at restaurants created opportunities and challenges for brands to retain existing customers and attract new ones. Maeve Webster will discuss the opportunities for chicken created by the evolving consumer demands and market conditions and how your brand can be positioned for success.

Location: Paris Ballroom

9:30-10 a.m. 

Protein demand in a post-pandemic world
Mark Jordan, executive director, LEAP Market Analytics

As part of society’s attempt to pivot away from the pandemic in 2022, key macroeconomic forces — soaring inflation, a chaotic labor market and sweeping demographic changes — are overhauling the landscape food producers operate in and significantly altering consumer behavior as well. Mark Jordan, executive director, LEAP Market Analytics, discusses how these forces are expected to influence poultry demand as well as competing protein markets in the U.S. and around the world.

Location: Paris Ballroom

10-10:30 a.m. 

Morning coffee break

Location: Élan Ballroom 

10:30-11:15 a.m.

Agitators, disruptors and opportunities for chicken
Brian Earnest, lead economist, animal protein, CoBank

High energy prices and the highest inflation rate in 40 years are putting pressure on consumers as prices for gasoline and food keep rising. Brian Earnest, lead economist for animal protein in Cobank’s Knowledge Exchange division, explores how chicken’s affordability, relative to other meats, provides an opportunity for market share growth for both retail and foodservice as the market weathers the headwinds caused by drought, war in Ukraine, COVID and a global economic slowdown.

Location: Paris Ballroom

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

Ghost kitchens, delivery apps and staffing issues: What’s on the menu?
Kelley Bailie Fechner, director, customer solutions, Datassential

It is not too early to start preparing for the future of the restaurant industry. After all, many of the features and technologies found in future restaurants are already being tested. Autonomous vehicles, drones, virtual chefs, virtual/ghost kitchens, automated ordering, metaverse dining rooms, augmented reality food prep and robotic servers. Kelley Fechner, director, customer solutions, Datassential, highlights the technologies and trends ready to shape the future of chicken foodservice in 2022 and beyond.

>> Watch a short video message from Kelley

Location: Paris Ballroom

12-1:30 p.m. 

Lunch

Location: Élan Ballroom 

1:30-2:15 p.m. 

How will digital demand change retail consumer behaviors?
Jennifer Bartashus, senior analyst, Bloomberg Intelligence

The COVID-19 pandemic accelerated interest in ecommerce, online and other digital food shopping approaches, a trend that is expected to continue in the future. Jennifer Bartashus, senior analyst, Bloomberg Intelligence, explores shifts in consumer attitudes toward online and in person shopping, delivery and pickup for chicken products could change going forward, as well as consumer expectations for innovation, tastes and flavors.

Location: Paris Ballroom

2:15-3:15 p.m. 

Inflation’s impact on chicken consumption
Chris Dubois, senior vice president and principal, IRI, and Joyce Neth, vice president, director of audience development and research, WATT Global Media

In 2022, consumers felt the effects of rising meat prices and other inflationary pressure. How is this impacting protein purchases and chicken consumption? Exclusive research, presented first at the 2022 Chicken Marketing Summit, will reveal the big things chicken companies don’t want to miss to keep chicken as the protein at the center of the plate.

Location: Paris Ballroom

3:15-3:45 p.m. 

Afternoon coffee break

Location: Élan Ballroom 

3:45-4:45 p.m. 

Supply chain partners panel discussion

In the past year, chicken retailers and foodservice outlets faced supply chain and labor shortages, as well as inflationary pressures. Meanwhile, consumer demand continued to shift as the world emerged from post-pandemic turbulence and uncertainty. Join a discussion of challenges and opportunities for chicken supply chain companies that connect processors with consumers.

Confirmed panelists:

  • Tom Healey, vice president, international supply chain, Dairy Queen
  • Dan Figueroa, director of meat & seafood, B. Green & Company
  • Jon Musser, director of supply chain, Chicken Salad Chick

Location: Paris Ballroom

4:45-5 p.m. 

Chicken Marketer of the Year Award
Winner announced and recognized

Location: Paris Ballroom

5:30-7 p.m. 

Networking reception

Location: Château Élan Winery

Wednesday, July 27

7:30 a.m.-12 p.m. 

Registration

Location: Paris Prefunction

7:30-8:30 a.m. 

Breakfast

Location: Élan Ballroom 

8:30-9:45 a.m. 

Panel discussion: Chicken 2030: Preparing your company for tomorrow’s consumer

How U.S. consumers buy, prepare and consume food has changed rapidly over the last few years. What forces will be driving change for the rest of the decade and what will consumers be looking for in 2030? Mark Jordan will highlight the macroeconomic forces which will shape protein markets. Chris Dubois will share insights into the impact of Gen Z becoming primary shoppers for families and Baby Boomers decreasing in number and how this will impact demand for chicken. Other panelists will discuss how ESG programs and welfare schemes like the Better Chicken Project may impact how poultry are raised, processed and marketed.

Confirmed panelists:

  • Chris DuBois, senior vice president and principal, IRI
  • Mark Jordan, executive director and chief livestock and poultry economist, LEAP Market Analytics
  • Jessica Langley, director of sustainability, JBS USA and Pilgrim’s US
  • Jon Hixson, chief sustainability officer and vice president of global government affairs, Yum! Brand 

Location: Paris Ballroom

9:45-10:15 a.m.

Morning coffee break

Location: Élan Ballroom 

10:15-11 a.m. 

Today’s chicken consumer expects an omnichannel experience
Danette Amstein, co-founder and managing principal, Midan Marketing

From supply chain to ecommerce to sustainability, consumers have a lot of background noise to filter through when making chicken-buying decisions. The COVID-19 pandemic greatly accelerated the evolution of consumer purchasing patterns, impacting how and where protein is purchased. Danette Amstein, co-founder and managing principal, Midan Marketing, shares consumer insights and trends to show how an omnichannel approach to chicken marketing can create transparency and consumer trust to drive continued category growth.

Location: Paris Ballroom

11 a.m.-12 p.m.

Effectively engaging the digital consumer
Joe Conte, vice president sales, Media Center of Excellence, IRI

From curbside pickup to delivery, today’s chicken consumer expects a seamless shopping experience across offline and online. Brands need to rethink their strategy to drive engagement beyond just in-store. Joe Conte, vice president sales, Media Center of Excellence at IRI, will explore what makes the digital consumer unique and highlight the latest trends in digital marketing and ecommerce that will help chicken brands effectively connect with these consumers to drive sales.

Location: Paris Ballroom

12 p.m.

Conference wrap-up

Location: Paris Ballroom

2022 Chicken Marketing Summit speakers

Danette Amstein co-founded Midan Marketing with a vision of transforming the meat industry. As managing principal in the Mooresville office, she works to develop and carry out the strategic direction and vision for Midan, developing each #MeatFam team member to achieve their full potential, and helping Midan clients — and America’s farmers and ranchers — achieve long-term viability. A well-respected thought leader in the meat industry, she speaks at conferences and writes content for industry publications.

Jennifer Bartashus is a senior analyst covering food retail, mass merchants, and packaged food companies for Bloomberg Intelligence. She has over 25 years of experience in the financial markets and appears as a guest on TV and radio outlets worldwide where she discusses her research and industry insights. In previous positions, she has focused on strategic operations, Latin American markets and the development of analytic and trading tools.

At IRI, Joe Conte works with some of the largest CPG advertisers in the world and their media partners, helping them improve media performance by leveraging data to engage with their target, high-value consumers and measure the results to drive both effectiveness and efficiency. Conte believes that data, technology and science are converging in a way that enables new capabilities in media to make our vision for the industry a reality today. Prior to joining IRI, he held various professional service and client-side roles in the CPG industry — including communications and media and client leadership roles at dunnhumby as well as brand management roles at Hormel Foods, Kao Brands and Spectrum Brands. Conte earned his MBA at the Kelley School of Business at Indiana University and his bachelor’s degree at Saint Louis University.

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.

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.

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.

Dan Figueroa is the director of meat and seafood at B. Green & Company. Figueroa has worked in the grocery industry for over 34 years, specializing in retail for meat and seafood for B. Green Wholesale, Sprouts Farmers Market and Fry’s Food and Drug. Figueroa earned a bachelor’s degree in business administration and management from Arizona State University.

Tom Healey is the vice president of international supply chain for Dairy Queen and is charged with building global relationships with global franchisees and vendors who have stores in 23 countries today. He has been active in the domestic and international protein and ingredients industry for 30+ years, holding positions with various Fortune 100 companies in a variety of roles such as R&D, business development, international sales and global purchasing/sourcing. Healey holds bachelor’s degree in animal science and master’s degrees in genetics and meat science from Mississippi State University.

Jon Hixson is the chief sustainability officer and vice president of global government affairs at Yum! Brands. In this role, he leads Yum!’s ESG and sustainability strategy, implementation and investor-driven disclosures across the organization in partnership with the brands, franchisees and suppliers. Prior to joining Yum! Brands in 2017, Hixson was an executive with Cargill for 12 years where he served in various roles in government relations, sustainability and communications and spent nine years on Capitol Hill working for members of Congress including Senator Pat Roberts, Senator Nancy Kassebaum and as Chief of Staff for Congressman Jerry Moran. Hixson has a bachelor’s degree in agriculture from Kansas State University and a master’s in business administration from George Washington University in Washington, D.C.

Mark Jordan serves as executive director and chief livestock and poultry economist for LEAP Market Analytics. He previously held a faculty position at Arkansas State University in Jonesboro as an instructor of agricultural economics and served as director of poultry and egg services with the Agribusiness Intelligence division of Informa Economics (currently IHS Markit Agribusiness) where he headed up research and analysis of the broiler, turkey and egg industries. Jordan received a bachelor’s degree in agricultural business from Arkansas State University and a master’s degree in agricultural economics from the University of Arkansas in Fayetteville.

Jessica Langley is the director of sustainability for JBS US and Pilgrim’s US where she is responsible for coordinating the company’s beef, pork, poultry, retail ready and prepared product businesses sustainability program. She also represents Pilgrim’s as a board member and framework committee member on the U.S. Roundtable for Sustainable Poultry and Eggs. She has previously been involved in sustainability initiatives with the U.S. Roundtable for Sustainable Beef, National Pork Board and Innovation Center for U.S. Dairy. Langley received her bachelor’s degree in animal science and management from the University of California, Davis, and her master’s degree in agricultural economics from Texas A&M University.

Jon Musser is a seasoned supply chain leader with more than 15 years of experience in multiple disciplines: contract management, procurement, logistics, distribution, forecasting, demand planning and more. He currently serves as the director of supply chain for Chicken Salad Chick where he heads all aspects of the supply chain for the brands 200+ locations. Musser was previously with The Honey Baked Ham Company for 14 years where he held various roles in both supply chain management and operations. Prior experience includes restaurant operations, import product management and credit administration.

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.

Maeve Webster, president of Menu Matters, is a leading consultant for the food industry. Over the past 20 years, she has spearheaded hundreds of major industry studies and today runs a private consultancy focused on working with food professionals to analyze, understand and leverage trends in food and consumer behavior. Her expertise is in the areas of trend analysis, market assessment, consumer and operator behavior, product testing, menu effectiveness and brand optimization. Webster earned her MBA at the University of Illinois and holds a culinary degree from Le Cordon Bleu in Chicago.

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