The broiler industry needs to proactively elevate consumer engagement to keep chicken as the protein at the center of the plate in the future. Marketers and PR will play a critical role in this, explained Randy Day, NCC chairman, retired CEO, Perdue and chairman of the National Chicken Council (NCC).
“The chicken industry is an impressive success story and all of you are to be congratulated on that success,” he said at the 2024 Chicken Marketing Summit.
“But while we’ve celebrate that collective success, we’ve got to be vigilant and aware of the issues that can diminish our progress today.”
Consumer conduits
Consumer concerns about business practices, worker safety, the environment, animal care, antibiotic use, food safety and other issues have grown dramatically in recent years. This has, in large part, been driven by activist messaging.
“You have to understand these issues. You have to selectively and intelligently confront, seeking to influence the narrative,” Day said, specifically addressing PR and marketing.
“You are conduits to the minds of our customers and consumers. You’ve got to courageously guide your companies to acknowledge thoughtfully how we’re going to deal with those issues.”
This message is already happening today at many chicken companies, but current efforts will need to be elevated, he stressed.
Voice of the marketplace
The broiler industry saw significant success in both retail and foodservice over the past decade. The chicken sandwich wars bolstered sales and chicken wings remain a consumer favorite.
“Success brings scrutiny,” he said. “Your challenge is to help guide your company about how best to address those concerns. You’re the voice of the marketplace. What’s the best path forward for our consumers, our stakeholders, our environment and how do we communicate that effectively?”
Attend the 2025 Chicken Marketing Summit
The 2025 Chicken Marketing Summit will be held at the DeSoto Savannah in Savannah, Georgia on July 28-30, 2025.
Serving a unique cross section of the chicken supply chain, the Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.
Registration will open in early 2025.
For more information, visit: www.wattglobalmedia.com/chickenmarketingsummit/
