Chicken Marketing Summit
Chicken Marketing Summit

July 29–31, 2024 | Birmingham, Alabama

Chicken Marketing Summit

Renaissance Birmingham Ross Bridge Golf Resort & Spa

It’s no secret that food consumption patterns have evolved throughout generations. Over the years, Baby Boomers witnessed a decline in beef consumption while the popularity of chicken increased. Taste, affordability and convenience were the influencing factors that made chicken the preferred choice, leading to a significant increase in per capita consumption.

As we look towards the future, it is crucial to understand what younger generations will prioritize when it comes to food. By 2035, Generation Z will be the primary purchases of protein and this will have a significant impact on the way that chicken is raised, processed and marketed.

Members of Generation Z – born between 1997 and 2012 – have always known cell phones and are considered digital natives. They increasingly say that they’re concerned about sustainability and animal welfare, more than any generation before them. But how will those values change as this demographic grows up and it’s time for them to buy protein?

Join us at Chicken Marketing Summit on July 29-31 in Birmingham, Alabama, as we explore the factors that shape the food choices of Gen Z and Gen Alpha, who will soon become the primary food purchasers for themselves and their families.

>> Register here

The 2024 edition features a new theme, Chicken 2035: Anticipating Trends, Adapting Strategies.” Globally recognized speakers and panelists will provide data and insights on the consumers of today so that you can fine-tune your marketing and sales efforts. This year’s Summit will also look forward to the consumer of 2035 and the issues that will impact their protein choices.

New in 2024 – Two content tracks

For the first time, Chicken Marketing Summit will have two concurrent sessions.

As always, one track will focus on how consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future.

The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and ease of preparation.

Session preview:

  • The future of food and the consumer of 2035
  • Going beyond taste, affordability and convenience, what else will shape food choices for Gen Z and Alpha
  • Foodservice and retail trends of today and what to expect in 2035
  • How Net Zero and Climate Change concerns will impact broiler production and processing
  • How advances in broiler genetics, knowledge of the microbiome, artificial intelligence, CRISPR and other new technologies will change broiler production, processing and distribution
  • How will broiler producers meet expectations for improvements in bird welfare and food safety while achieving Net Zero

View the full agenda

The 2024 Chicken Marketing Summit will provide a unique look forward that will help your operation, from farm to processing plant to distribution center, prepare to meet the desires of tomorrow’s consumers and keep chicken as the top protein choice in the U.S.

RETURNING IN 2024: Chicken Marketing Summit will present the Chicken Marketer of the Year award, which recognizes organizations or companies who have demonstrated innovative marketing and creative excellence 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 processors 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.

Attend

Make plans to join the chicken industry on July 29-31, 2024, at the 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.

The 2024 edition features a new theme, Chicken 2035: Anticipating Trends, Adapting Strategies.”

Registration fees to attend:

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

  • General attendee (non-member) – $1495
  • National Chicken Council member – $1395
  • National Protein & Food Distributors Association member – $1395
  • Trade Association representative – $595
  • Government or Academia – $595
  • Retail Grocery, Foodservice – Complimentary with a $150 deposit*

*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. Attendee must check in on site at the event. Refund will be given 7-10 days after the Summit ends.

Why attend?

  • Join poultry business leaders and influencers from companies such as: Albertsons, Aldi, Amick Farms, Applegate, Chick-fil-A, Church’s Texas Chicken, Claxton Poultry, Lee’s Famous Recipe Chicken, Fieldale Farms, George’s, Inspire Brands, Krispy Krunchy Chicken, Mountaire Farms, Perdue, Popeyes, Publix, Restaurant Supply Chain Solutions, Simmons Prepared Foods, Wayne-Sanderson Farms 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.

Agenda

Monday, July 29

9-10:30 a.m.
NCC Marketing & Communications Committee meeting
Open to committee members and invited guests
Location: Salon F-H

10 a.m.-7 p.m.
Registration
Location: Hoover Pre Function

12 p.m.
Golf tournament kick-off
Location: RTJ Golf Trail at Ross Bridge

12-1:30 p.m.
Optional: Trail Guided Nature Hike
This is a 3-mile loop down Ross Bridge Trail.
FREE

2-3:30 p.m.
Optional: Sip, Create & Compete!
Sip, Create & Compete! Join us for a guacamole and salsa cooking class led by a fabulous Ross Bridge chef! Chef will demonstrate how to make delicious guacamole and salsa and teams will collaborate to create their own while enjoying a margarita! Teams will be judged on presentation, flavor, and originality! So, get creative and have some fun!
$75 per person with limited availability
Location: Brock’s Restaurant

5:30-6 p.m.
First time attendees’ reception
Location: Terrace

6-7:30 p.m.
Chicken Marketing Summit 2024 opening reception
Location: Terrace


Tuesday, July 30

7:30 a.m.-5 p.m.
Registration
Location: Hoover Pre Function

7:30-8:30 a.m.
Breakfast
Location: Clubhouse

8:30-8:45 a.m.
Introduction and welcome
Greg Watt, president and CEO, WATT Global Media
Location: Salon A-E

8:45-9 a.m.
Chicken 2035: Collaborating for a sustainable future
Randy Day, NCC chairman, retired CEO, Perdue

It is estimated that U.S. per capita chicken consumption will top 100 pounds in 2024. The remarkable growth of the U.S. broiler industry has resulted because the industry has provided the consumer what it wanted, great taste, value and convenience. We can’t know for sure what tomorrow’s consumers will expect from their food purchases, but the industry needs to be part of the conversation on the future of food. The industry should help shape the future, not just react.
Location: Salon A-E

9-10 a.m.
Keynote: Predicting the wants and needs of the chicken consumer of 2035
Christophe Pelletier, global food and agriculture futurist, strategist and advisor, The Food Futurist

As we look to the future, it’s crucial to understand what younger generations will prioritize when it comes to food. By the year 2035, Generation Z will be the primary purchasers of chicken, and changing attitudes about technology, concerns about sustainability and animal welfare, and other factors will impact how chicken is fed, raised and processed over the next decade. Christophe Pelletier, global food and agriculture futurist, strategist and advisor, The Food Futurist, will provide insight into what the consumers of tomorrow will be looking for to help chicken marketing, production and processing proactively plan in the quest to keep chicken as the protein in the center of the plate.
Location: Salon A-E

10-10:30 a.m.
Morning coffee break

10:30-11:15 a.m.
Looking forward: Chicken demand in 2035
Brian Earnest, lead economist, animal protein, CoBank

By 2035, the chicken industry will face new pressures. Concerns about sustainability, animal welfare and other social issues will continue to increase, while consumers will expect an interconnected world using technology. How will consumer behavior change? Discover 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.
Location: Salon A-E

11:15 a.m.-12 p.m.
Meet your future consumer: Communications implications for your business
Michele Murray, executive vice president, Food Agriculture and Ingredient Practice, Ketchum

Generation Z consumers have spoken, and they don’t trust food businesses today. More than 73% believe food companies are greedy and only care about profits. How do you make sure your business is future-proofing itself for Gen Z consumer expectations and needs? Discover insights on the Gen Z mindset around food and agriculture and what it means for your marketing efforts to keep chicken as the protein at the center of the plate.
Location: Salon A-E

12-1:30 p.m.
Lunch
Location: Brock’s A

1:30-2:15 p.m.
Concurrent session: What Gen Z wants from chicken foodservice
Chris Norton, vice president of consulting services, Revenue Management Solutions

How can we better engage with Gen Z, who are spending now and willing to spend in the future? What will it take for chicken foodservice to capture their loyalty and drive frequency? This session previews industry insights and consumer data that inform more than 50 major restaurant brands worldwide to help us understand the different generations we serve (boomers, millennials, Gen X, Gen Z) and how chicken foodservice can best connect with these consumers.
Location: Salon A-E

1:30-2:15 p.m.
Concurrent session: The broiler of tomorrow – 2035
Jan Henriksen, CEO, Aviagen Broiler Breeding Group

The modern broiler industry has witnessed unprecedented advancements in efficiency and performance, driven by cutting-edge technologies and balanced breeding. We will explore the multifaceted challenges facing our industry in the coming decade, from climate change and focusing on sustainability to addressing societal concerns regarding animal welfare and food safety and security. Breeding companies are proactively responding to these challenges and leveraging technologies to drive continuous improvement in broiler performance. Learn how the future breeding focus and commercial broiler performance will evolve to meet the demands of a changing world. This insight will include examining emerging technologies and highlighting approaches toward a sustainable and resilient industry in 2035.
Location: Vestavia/Helena

2:15-3 p.m.
Concurrent session: Gen Z as adults in 2035: They may not be the consumer you think they will be
Lynn Dornblaser, principal consultant, Mintel

While it is easy to say that the chicken consumer of 2035 will be focused on value, will want sustainability but won’t want to pay for it, and will look to mom and dad for a bit of financial help, you’re missing out on one key truth about generational groups: They change as their life circumstances change. While Generation Z will be prime chicken consumers in 2035, their behaviors will be different than they are now (with some key exceptions). This presentation will take a look at who Gen Z is today, who they will be in 2035, and discuss what retail product introductions from today point the way to the future.
Location: Salon A-E

2:15-3 p.m.
Concurrent session: Chicken production, processing and ‘net zero’
Ben Putman, LCA manager, agriculture, Aligned Incentives

Net zero greenhouse gas emissions pledges are being made by companies in every industry because of government, activist and shareholder pressure for action in response to climate change concerns. Some net zero pledges have implementation dates as early as 2040. Explore how the industry will tackle the net zero challenge, what efforts are underway now and what progress we might expect by 2035.
Location: Vestavia/Helena

3-3:30 p.m.
Afternoon coffee break

3:30-4:30 p.m.
Concurrent session: 2024 chicken consumer perspective: Chicken consumer of 2035
Erkin Peksoz, principal, protein practice, Circana, and Joyce Neth, vice president, director of audience engagement, WATT Global Media

In 2035, Generation Z will be the primary purchasers of protein. How they shop, where they shop, what they shop and where they eat will change how chicken is fed, raised, processed and marketed. Explore some of the hot trends of today through the lens of tomorrow’s consumer. Exclusive research, sponsored by Elanco, Evonik and the NCC, will reveal what chicken companies need to keep in mind to best reach the chicken consumer of 2035.
Location: Salon A-E

3:30-4:15 p.m.
Concurrent session: Unlocking the future of genetic improvement
William Herring, vice president, R&D, Cobb

Protein genetics companies have a unique and vital responsibility to prioritize technology, innovation, and continuous genetic progress for the future of global food security. From research partnerships with leading institutions, incorporating the quickly moving advances of artificial intelligence, high-fidelity data analytics, to working alongside integrators and retailers to meet the ever-evolving needs of consumers across the globe, it is paramount that genetics companies stay on the forefront of “what’s next” to help ensure a strong future of sustainable protein production.
Location: Vestavia/Helena

4:15-5 p.m.
Concurrent session: Healthy broilers, healthy people 2035
Don Ritter, DVM, owner, Poultry Business Solutions LLC

Continuous improvement of the health and welfare of broilers and broiler breeders will be key factors in the sustainability of the chicken industry. The One Health approach requires that antimicrobials used in animal agriculture be evaluated both for efficacy in treating broilers but also for the potential impact on the effectiveness of their use in human medicine. Reducing the incidence of foodborne illness attributed to eating chicken has been on ongoing challenge for the industry and the source of regulatory concern. Join us for a discussion of how emerging technologies may be harnessed to improve health outcomes for both broilers and humans.
Location: Vestavia/Helena

4:30-5 p.m.
Chicken Marketer of the Year Award
Winner announced and recognized
Location: Salon A-E

5-6:30 p.m.
Networking reception
Location: Terrace


Wednesday, July 31

7:30 a.m.-12 p.m.
Registration
Location: Hoover Pre Function

7:30-8:30 a.m.
Breakfast
Location: Clubhouse

8:30-9:15 a.m.
Concurrent session: AI in chicken marketing: Benefits, challenges and applications
Hana Bieliauskas, senior vice president and partner, Inspire PR Group

Artificial intelligence (AI) is changing the way that food companies develop, market and sell products, connect with customers and analyze data. AI has sped up the development of new products by leveraging predictive analytics and consumer data, and it can apply algorithms to identify trends in the food sector and predict their growth. Discover the opportunities and innovations that are possible using AI and learn from case studies how chicken brands and companies are successfully utilizing AI.
Location: Salon A-E

8:30-9:15 a.m.
Concurrent session: Processing 2035: Doing more while using less

Broiler processors have always strived for continuous improvement in the value, convenience and taste they have delivered for consumers. As climate change concerns and overall environmental impacts are prioritized by regulators and consumers, processors will be under increasing pressure to develop circular supply chains and use fewer total resources. Energy conservation, water reuse and packaging recycling will need to be balanced continuous improvement efforts for food safety, product convenience and cost. Join a discussion of technologies that can help processors meet consumer needs while remaining both environmentally and economically sustainable.

Confirmed panelists:

  • Oliver Hahn, CEO, BAADER Poultry USA
  • Jay Russell, regional sales director, Marel Inc.
  • Shawn Harris, executive director of bags and case-ready product marketing, North America, SEE

Location: Vestavia/Helena

9:15-10 a.m.
Concurrent session: Supply chain partners panel

Panelists discuss challenges and opportunities for chicken supply chain companies that connect processors with consumers.

Confirmed panelists:

  • Annica Conrad, chief brand officer, City Barbeque
  • Raymond Hogan, senior poultry supply buyer/business manager, Applegate
  • Brian Jones, president, Natural Choice Foods
  • Don Kupski, vice president, purchasing and R&D, Lee’s Famous Chicken
  • Justin McCoy, vice president, marketing, Cousins Subs

Location: Salon A-E

9:15-10 a.m.
Concurrent session:Sustainability 2035: What will it mean and how will we measure it?
Ethan Carter, director of sustainability, Darling Ingredients

Sustainability can be a daunting topic, and finding the right areas to focus on while balancing animal welfare, environmental impacts (including GHG emissions) and affordability in order to meet the expectations of consumers, investors and regulators is challenging. Learn how the discourse around sustainability may change in 10 years, and how members of the U.S. Roundtable for Sustainable Poultry & Eggs are working together to achieve and measure continuous improvement. Solutions like upcycling of food waste to poultry feed ingredients, capturing methane in wastewater treatment, and others will be discussed.
Location: Vestavia/Helena

10-10:30 a.m.
Morning coffee break

10:30-11:30 a.m.
Panel discussion: How demographic and technological changes will shape the broiler industry

Confirmed panelists:

  • Christophe Pelletier, global food and agriculture futurist, strategist and advisor, The Food Futurist
  • Lynn Dornblaser, principal consultant, Mintel
  • Jan K. Henriksen,CEO, Aviagen
  • Hinda Mitchell, founder and president, Inspire PR Group

Location: Salon A-E

11:30 a.m. – 12 p.m.
2035: Your predictions
Location: Salon A-E

Speakers

Hana Bieliauskas

Hana Bieliauskas

Hana Bieliauskas leads Inspire’s southern office from Asheville, North Carolina, as well as oversees Inspire’s digital practice and directs marketing for the firm. With nearly 15 years of public relations and digital marketing experience — primarily working with food, agriculture, nonprofit and pet care clients, Bieliauskas has worked on more than 100 digital campaigns that have won national and regional awards. A graduate of Ohio University’s E.W. Scripps School of Journalism, she earned her bachelor’s degree in journalism with a specialization in political science.


Ethan Carter

Ethan Carter has served as Darling Ingredients’ director of sustainability since August 2022. He also currently serves as chair of the Board for the U.S. Roundtable for Sustainable Poultry and Eggs. Prior to joining Darling Ingredients, Carter led sustainability efforts for ExxonMobil’s unconventional business and oversaw development of a multi-billion-dollar greenhouse gas reduction strategy for the Permian Basin, targeting net zero emissions by 2030. He has more than 10 years of experience in a variety of environmental and sustainability roles in the energy industry. He holds an MBA in sustainable business from Marylhurst University and a bachelor’s degree in chemical engineering from the University of Arkansas.


Annica Conrad

Annica Conrad is chief brand officer for City Barbeque. She is responsible for the brand’s image, experience and promise, creating a world-class brand vision and providing the definition, direction and evolution of the company, brand and culture.  She previously served in CMO positions with FAT Brands and Global Franchise Group — leading marketing efforts with a portfolio of brands including Round Table Pizza, Great American Cookies, Marble Slab Creamery, Pretzelmaker and Hot Dog on a Stick — and held marketing leadership positions with Mellow Mushroom, Moe’s Southwest Grill and McAlister’s Deli.


Randy Day

Randy Day is the chairman of the National Chicken Council and the recently retired CEO of Perdue Farms, a fourth-generation, family-owned U.S. food and agricultural company that empowers consumers, customers and farmers through trusted choices in products and services. Randy had a 40-year career at Perdue, where he held roles of increasing responsibility, including chief operating officer and president of the Foods division. Day received his bachelor’s degree in biology from Western Maryland College (McDaniel). He earned a master’s degree in poultry nutrition from the University of Maryland-College Park.


Lynn Dornblaser

New product trends have been the focus of Lynn Dornblaser’s career for more than 35 years, giving her a unique perspective on the marketplace and new product development. An experienced public speaker, Dornblaser has been quoted by major U.S. news organizations, including The Wall Street Journal, USA Today, The New York Times, and CNN.


Brian Earnest

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.


Oliver Hahn

Oliver Hahn CEO of BAADER Poultry USA, is originally from Germany, where he completed his degree in mechanical engineering from the Technical University of Applied Sciences in Lübeck. With over three decades of dedicated service in the poultry industry, Hahn possesses exceptional expertise and experience.


Shawn Harris

Shawn Harris holds more than 29 years of experience at SEE, all focused on protein packaging and the Cryovac Brand. After graduating from Texas A&M University with both a bachelor’s degree and master’s degrees in animal science, Harris joined SEE in 1995 and has worked in several roles including R&D and technical sales, as well as leadership roles in sales and marketing. In his current role as executive director of marketing of product marketing, North America, Harris is responsible for driving top-line growth for portfolio of packaging materials, equipment, automation and services.


Jan K. Henriksen

Jan K. Henriksen serves as the CEO of Aviagen. His journey to Aviagen began in 2014 after his successful tenure as Managing Director and CEO of Landmännen Unibake, the international bakery division of Landmännen Group. Before that, from 2009 to 2011, Henriksen was Managing Director and CEO of Landmännen Kronfogel Group, a prominent broiler integration in Northern Europe, where he forged invaluable connections with Aviagen, thus acquiring profound insights into the global broiler industry. From 2005 to 2008, Henriksen demonstrated his exceptional leadership skills as Managing Director and CEO of Danaeg amba, a conglomerate of egg producers spanning Denmark and Sweden. Beyond his role at Aviagen, Henriksen is a member of the supervisory board of Brdr. Hartman A/S, and as chairman of BPI A/S.


William Herring

William Herring, Ph.D., is the vice president of research and development at Cobb, a leading global poultry genetics company. He leads the global discovery efforts to accelerate genetic progress and introduce it at scale in over 100 countries. Herring has over 30-plus years of experience and leadership in livestock and poultry genetic improvement. He obtained a bachelor’s degree in animal science from Auburn University and a master’s degree and Ph.D. in genetics from the University of Georgia.


Raymond Hogan

Raymond Hogan has served as a senior poultry supply buyer and business manager for Applegate for the past nine years. Previously, he worked for A&P Supermarkets for 15 years where he introduced no antibiotics ever (NAE) and organic poultry to the portfolio mix. Raymond has a bachelor’s degree from Rutgers University.


Brian Jones

Brian Jones is President of Natural Choice Foods, located in Grand Rapids, Michigan. He has been with the organization for 10 years, helping it to grow into a national organization that partners with many of the largest food producers in the world. The company started 27 years ago in the secondary market and has expanded to include retail stores, a U.S. Department of Agriculture (USDA) packaging operation, a logistics company and distribution nationwide. Jones earned his master’s degree in economics from the University of Michigan.


Don Kupski

Don Kupski started in the industry as a store manager for KFC while completing his degree at the University of Cincinnati. Following graduation, he moved into KFC’s R&D department where he worked on a number of non-fried offerings including the pot pie, Rotisserie Gold and TenderRoast chicken, among many other projects. In 1995 Don moved to RTM Restaurant Group in Atlanta. RTM was a major franchisee of Arby’s, along with owning Mrs. Winner’s Chicken & Biscuits and Lee’s Famous Recipe. One highlight from this employment was the development of the Double Dippers, a spicy breaded fried breast chunk. Following seven years at RTM, he moved to Sara Lee Foods meat division for a short stint before returning to Lee’s in 2004 as the vice president of purchasing and R&D.


Justin McCoy

Justin McCoy joined Cousins Subs in January 2006 as an entry-level marketing specialist and held several marketing positions before being named vice president of marketing in May 2013. In his role, he is responsible for managing advertising agency relationships, developing national promotional calendars and creating system-wide strategic initiatives related to advertising, marketing and public relations. McCoy brings more than 18 years of restaurant industry experience, more than four years of experience in public and media relations with the Milwaukee Bucks and several years of experience in the finance industry to Cousins Subs. He holds a bachelor’s degree in communications from Cardinal Stritch University.


Hinda Mitchell

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


Michele Murray

Michele Murray leads Ketchum’s Food Agriculture and Ingredient Practice. Murray has more than 25 years of experience leading strategic communications in food and agriculture, including managing the “Beef. It’s What’s For Dinner.” integrated marketing communications for the National Cattlemen’s Beef Association for 12 years. A farmer’s daughter, Murray is passionate about improving access to healthy food, creating community through food and strengthening the food system by building a deeper awareness of where your food comes from.


Joyce Neth

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.


Chris Norton

As vice president of consulting services at Revenue Management Solutions, Chris Norton generates profitability for the world’s leading chicken restaurant brands through pricing, menu optimization, consumer trends and market research strategy consulting. Norton joined Revenue Management Solutions in 2011 as director of sales, international, responsible for developing the Asian and European markets. He holds an MBA from The Open University in the U.K. and a bachelor’s degree in hotel administration from Cornell University.


Terrence O’Keefe

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

Moderator


Erkin Peksoz

Erkin Peksoz is the principal, protein practice 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.


Christophe Pelletier

For the past 15 years, Christophe Pelletier has been one of the world’s true experts on the future of food and agriculture. As “The Food Futurist,” he has provided his services and vision to organizations in about all sectors of food value chains, from small niche players to some of the world’s largest food and agriculture corporations. He combines extensive knowledge with practical hands-on business experience and an innate sense for foresight and strategy. Pelletier graduated with a master’s degree in economy and development of animal productions from France’s Institut National Agronomique Paris-Grignon (now Agro ParisTech). He is the author of three books and is currently working on a fourth one about value marketing in food and agriculture.


Ben Putman

Ben Putman is the LCA manager for agriculture at Aligned Incentives. Putman and his team develop annual corporate greenhouse gas inventories, assist in target setting and develop strategies for emission reduction and target achievement, along with supporting various other reporting ESG related reporting requirements. He works primarily with food and agriculture companies with operations across the supply chain and the globe, from global foodservice retailers to national food processors and producers. Prior to joining Aligned Incentives, Putman worked as a researcher and instructor at the University of Arkansas where his research focused on livestock sustainability and life cycle assessment methods.


Don Ritter

Don Ritter, DVM, is a broiler production veterinarian with over 35 years of experience in designing and managing programs in poultry health, welfare and food safety, as well as providing technical support to sales teams and customers. Ritter was a founding collaborator of the One Health Certified animal production standard and has held positions at Mountaire Farms, Showell Farms and Perdue Farms. He currently runs a full-time poultry veterinarian consultant business that offers poultry health industry experience and business acumen in areas of production to various clients in the poultry supply chain. Ritter obtained his Doctor of Veterinary Medicine from the University of Missouri.


Jay Russell

Jay Russell is a regional sales director for Marel, Inc. and an active board member of various national and state poultry federations. He has spent the last 20 years with various engineering and OEM manufacturing companies implementing plant-level production automation technologies on a global level for the poultry, meat, seafood, pet food and consumer foods industries. He graduated from Auburn University with a degree in biosystems engineering, minoring in mechanical engineering.


Tom Super

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

Moderator

Hotel

Chicken Marketing Summit 2024 will be hosted at the luxurious Renaissance Birmingham Ross Bridge Golf Resort & Spa, located in the astonishing Alabama hills.

Luxury meets relaxation at the Renaissance Birmingham Ross Bridge. This hotel is home to the fifth-longest golf course in the world,  a full-service spa, indoor and outdoor saltwater pools, a variety of dining options, and much more.

Where is Renaissance Birmingham Ross Bridge located?

With a scenic location near Hoover, Alabama, Renaissance Birmingham Ross Bridge in Birmingham ensures you’re never far from things to see and do.

The resort’s physical address:
4000 Grand Ave
Birmingham, Alabama 35226

Resort Accommodations & Group Rate

The group room block for Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge is SOLD OUT. All Summit activities will take place at Renaissance Birmingham Ross Bridge.

Additional hotel options:

Holiday Inn Express – 5.6 miles away (12-minute drive)
To book, call 205.848.7911

The Residence Inn Hoover – 7.5 miles away (15-minute drive)
$204 per night. To book, call 205.733.1655

The Embassy Suites Hoover – 8.3 miles away (17-minute drive)
$174 per night with Hilton rewards rate. To book, call 205.985.9994

Hyatt Regency – 9.5 miles away (18-minute drive)
To book, call 205.705.1234

What is the closest airport to Renaissance Birmingham, Ross Bridge?

The recommended airport for the Chicken Marketing Summit 2024 is the Birmingham International Airport. Four airlines service this airport – Delta, American, United, and Southwest.

https://www.flybirmingham.com/

Renaissance Birmingham Ross Bridge Activities

Experience the allure of Renaissance Birmingham Ross Bridge Golf Resort & Spa. No matter if you want to unwind after Summit hours or extend your stay into a family vacation, Birmingham Ross Bridge has something to offer everyone.

Things to do at Renaissance Birmingham Ross Bridge:

  • RTJ at Ross Bridge Golf course – voted one of the 50 best in America by Golf Digest
  • The Spa – featuring a wide range of massage and beauty treatments
  • Swimming – Saltwater indoor pool, saltwater outdoor pool with slide, and whirlpool
  • Four dining options – The Clubhouse Restaurant, Brock’s Restaurant, JT’s Lounge and Poolside Bar & Grille

Local attractions:

  • Sloss Furnaces Natural Historic Landmark
  • Red Mountain Park
  • Regions Field
  • Birmingham Barons Baseball
  • Birmingham Brewery Tour

Golf

Bill Roenigk Chicken Marketing Summit Golf Tournament 2024

Play on the world’s 5th longest course at the RTJ Golf Trail at Ross Bridge

Beautifully carved into the rolling terrain of Shannon Valley, the RTJ Golf Trail will amaze even the most-traveled golfer. Ross Bridge was named one of the top golf resorts in North America by GOLF Magazine in 2019 and has been a favorite of Golf Digest editors for the past four years.

Symbolic of an old parkland-style course, 10 holes play along the banks of two significant lakes connected by a spectacular waterfall dropping 80 feet between the 9th and 18th greens. A gristmill added to the waterfall reflects the history of this old mining site.

Again in 2024: The Chicken Marketing Summit golf tournament is scheduled for MONDAY, July 29, 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.

The fee to participate is $209 for 18 holes and includes a driving range and cart. Golf tournament registration can be added during Summit registration.

Golf awards and opening reception will take place following the tournament, from 6:00-7:30 pm.

Sponsorship

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.

View the 2024 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. 1 1/2 days of exclusive networking and learning opportunities at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama

2024 Chicken Marketing Summit

Partner Sponsors

Interested in sponsoring this event? See details here.

Presented by:

     

In collaboration with:

With support from:

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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.

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