BIRMINGHAM, Ala. — May 20, 2024 — By 2035, Generation Z will be the primary purchasers of protein and will significantly impact how chicken is raised, processed and marketed. Industry experts scheduled to speak at Chicken Marketing Summit 2024 will preview the consumer of 2035 and the issues that will influence their protein choices.

The annual executive conference is scheduled for July 29-31 at the Renaissance Birmingham Ross Bridge Golf Resort & Spa. Registration is open with early savings available until May 31.

“Over the next decade, chicken consumption and purchasing behavior will change as Generation Z and Generation Alpha become the primary food purchasers. Companies should start anticipating trends and adapting strategies now to prepare,” said Terrence O’Keefe, content director, WATT Global Media. “The sessions at Chicken Marketing Summit aim to help the industry future-proof chicken sales.”

Christophe Pelletier, global food and agriculture futurist, strategic advisor, The Food Futurist, will provide the opening keynote predicting the wants and needs of the chicken consumer of 2035. He will provide insight into what the consumers of tomorrow will be looking for to help marketers, producers and processors proactively plan in the quest to keep chicken as the protein in the center of the plate.

For the first time, Chicken Marketing Summit will feature two session tracks. In addition to the traditional marketing sessions, a new 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.

Confirmed speakers and panelists include Karen Christensen, Ph.D., senior director of animal welfare, Tyson Foods; Annica Conrad, chief brand officer, City Barbeque; Lynn Dornblaser, principal consultant, Mintel; Brian Earnest, lead economist, animal protein, CoBank; Brian Jones, president, Natural Choice Foods; Don Kupski, vice president, purchasing and R&D, Lee’s Famous Chicken; Michele Murray, executive vice president, Food Agriculture and Ingredient Practice, Ketchum; Chris Norton, vice president of consulting services, Revenue Management Solutions; and others.

In addition to the educational sessions, the event will host in-person networking opportunities and will open on July 29 with the traditional Bill Roenigk Chicken Marketing Summit golf tournament.

The annual Chicken Marketing Summit is produced in collaboration with the National Chicken Council and with support from the National Protein and Food Distributors Association.

To view the full agenda and register visit,

Lynzee Branstetter, Marketing Manager
t. +1.815.966.5521 | e.