Elizabeth Doughman, editor, WATT PoultryUSA and Poultry Future: Hello, I’m Elizabeth Doughman, the editor of WATT PoultryUSA and Poultry Future.
In today’s episode, my guest is Abi Vincill, brand manager for Farmer Focus.
At the 2024 Chicken Marketing Summit, Farmer Focus won the 2024 Chicken Marketer of the Year award. This award honors exceptional efforts in retail, foodservice, direct-to-consumer, producer/integrator organizations and companies who have demonstrated innovative marketing and creative excellence in promoting chicken consumption.
Thanks for joining me today, Abi.
For someone thinking of attending the Chicken Marketing Summit for the first time in 2025, how would you describe the event?
Abi Vincill, brand manager, Farmer Focus: This year was actually my first time at the event. There were very informative sessions that covered both the production side and the consumer side, which I found really beneficial.
I also appreciated the designated time for networking and discussion. I think it's valuable to have that many people from the specific industry in one place collaborating. It was very cool to see and be a part of
Doughman: What does winning the 2024 Chicken Marketer of the Year award mean to you?
Vincill: We were incredibly grateful to be on the team that was awarded Chicken Marketer of the Year. To me, it means that people are recognizing and supporting the Farmer Focus mission of promoting and protecting generational family farms, so it just kind of fuels that motivation to continue our efforts.
Doughman: Why did Farmer Focus choose to highlight the grower in its 2023 marketing efforts?
Vincill: It really goes back to the mission I just mentioned. We try to amplify our farmer partners stories as much as possible and through as many avenues as possible.
It starts with our traceable product. Each of each pack of Farmer Focus chicken has a QR code and a Farm ID. Consumers can scan the code type in that unique ID and then see the farmer that raised their chicken.
It was natural for our efforts in 2023 to be very farmer-centric, and it will remain farmer-centric in the future.
Doughman: Which part of the 2023 marketing campaign are you most proud of?
Vincill: I'm most proud of the farmer interviews that we posted on our social media channels.
It was a really authentic and personal way to connect our audience with our farmer partners. They really are the backbone of our food system, and we take pride in being able to share their journeys and experiences.
We also make a point to include that Farm ID that I mentioned a few moments ago with any content that includes a farmer, so the audience has the ability to learn even more than just what that specific content is covering.
Doughman: What is your favorite chicken dish?
Vincill: That’s a tough one. I think probably chicken parm, but with boneless skinless thighs instead of breasts.
Doughman: Is there anything else you would like to add?
Vincill: I really appreciate you taking the time to speak with us. We’re really passionate about providing a fully traceable product that consumers can trust, all while supporting our farmer partners, and we’re excited for what the future holds.
Doughman: Thank you for speaking with me today. I hope that listeners will join us at the 2025 Chicken Marketing Summit, which will be held at the DeSoto Savannah in Savannah, Georgia on July 28-30, 2025.
Registration for this event will open early next year.
Thanks again, Abi, and thanks to you for tuning in.
