Targeted marketing from organic chicken producer, Farmer Focus, demonstrated the power of the values-driven consumer in 2021. These consumers prioritize meat and poultry products that they perceive as better for the animal, planet and worker.

The organic chicken producer was recently named a finalist for the first annual Chicken Marketer of the Year award. This award recognizes excellence in marketing and public relations campaigns in keeping chicken as the protein on the center of the plate.

The winner of the Chicken Marketer of the Year will be announced at the 2022 Chicken Marketing Summit, scheduled for July 25-27 at Chateau Elan in Braselton, Georgia on July 25-27.

Registration is now open

Defining the Farmer Focus identity

The Farmer Focus brand emphasizes the farmers role in raising chicken, while also aligning with increased consumer demand for traceability. 

In addition, the brand is helping to expand the organic chicken category to new buyers who shop with their values and seek out products that are making forward strides on humane, social and environmental fronts. This includes the conversion of buyers who purchase plant-based products for climate-related reasons, the company said.


The Farmer Focus 2021 media plan was designed to drive brand awareness in key markets. In marketing campaigns created for TV, radio, billboard, print, digital and social media, ads used consumer-driven data to show how the Farmer Focus beliefs go beyond just an organic seal.

Farmer Focus also expanded into omnichannel marketing in 2021. They used a multi-channel approach to digital media that revolved around social and retargeted consumers around the internet, focusing on both brand awareness and creative recipe and product content.

Attend the 2022 Chicken Marketing Summit

The 2022 Chicken Marketing Summit will be held at Chateau Elan in Braselton, Georgia on July 25-27. 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.

Registration is now open

For more information and to attend, visit: