SAVE THE DATES | July 28-30, 2025
Chicken Marketing Summit
DeSoto Savannah in Savannah, Georgia
Today’s consumers demand convenience and reliability when shopping for chicken in both grocery stores and restaurants, moving away from traditional methods like paper flyers and phone orders. They now expect seamless online ordering, user-friendly apps, and in-store kiosks that simplify the purchasing experience.
Join us at Chicken Marketing Summit on July 28-30 at the DeSoto Savannah in Savannah, Georgia, as we address these evolving consumer expectations and provide attendees with the latest insights and strategies for success.
Registration is now open with early savings available until May 31, 2025.
AGENDA OVERVIEW
This one-of-a-kind event will feature two content tracks focused on the 2025 theme “Smart Tech, Smarter Supply.” The first will focus on consumers and how technology impacts them, while the second will look at the impact new technologies have from an operational standpoint for chicken companies, retail and foodservice.
Keynote speaker Kevin Ryan, founder and CEO of Malachite Strategy and Research, will open the conference on July 29 with his presentation “Chicken 2030: The tech and trends shaping what’s next.”
And back by popular demand, the results of the Chicken Consumption Survey will examine smart technology and the savvy shopper. Joyce Neth with WATT Global Media and Erkin Peksoz with Circana will reveal the tech trends that keep consumers engaged during their exclusive presentation.
In addition to the educational sessions, the event will host in-person networking opportunities and will open on July 28 with the traditional Bill Roenigk Chicken Marketing Summit golf tournament.
RETURNING IN 2025: 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. Submit your nomination by May 1
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
Join the chicken industry on on July 28-30, 2025, at the DeSoto Savannah in Savannah, Georgia for the 2025 edition of Chicken Marketing Summit, the essential networking and educational conference for poultry business leaders.
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.
Registration fees to attend:
- General attendee (non-member) – now only $1395 ($1595 after May 31)
- National Chicken Council member – now only $1295 ($1495 after May 31)
- National Protein & Food Distributors Association member – now only $1295 ($1495 after May 31)
- Trade Association representative – $695
- Government or Academia – $695
- 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, Church’s Texas Chicken, Claxton Poultry, Lee’s Famous Recipe Chicken, Fieldale Farms, George’s, , Mountaire Farms, Perdue, Popeyes, Publix, Restaurant Supply Chain Solutions, Simmons Prepared Foods, Wayne-Sanderson Farms, Zaxby’s 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 Chad Forster at cforster@wattglobal.com for more information.
Chicken Marketer of the Year
Recognize outstanding accomplishments with the 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. The deadline to submit a FREE nomination for the Chicken Marketer of the Year is May 1, 2025.
We encourage participants to share their stories of why the nominee deserves to be named the Chicken Marketer of the Year. Your FREE entry should describe and demonstrate how the nominated company or organization uniquely excelled as a chicken marketer during the 2024 calendar year.
Submissions should answer the following questions:
- What was the business challenge?
- What were the objectives to this marketing campaign? (e.g. get distribution, raise purchasing intent, grow market share, etc)
- What strategies and tactics did you use in this marketing campaign? Provide specific examples.
- How did you judge the success of this campaign?
- How did the campaign ultimately perform?
Examples of specific marketing or public relations campaigns — whether print, digital, video, audio, social, grass-roots, in-store or integrated across multiple channels — are strongly encouraged.
- Finalists will be profiled in Poultry Future and WATT PoultryUSA publications and at the 2025 Chicken Marketing Summit. The winning organization will be recognized during a trophy presentation at the 2024 Chicken Marketing Summit. A representative from the winning organization must be present and will receive free registration, two nights stay at the DeSoto Savannah in Savannah, Georgia with reimbursement for coach airfare or for mileage driving to the 2025 Chicken Marketing Summit, scheduled for July 28-30.
Ready to enter your FREE completed submission for Chicken Marketer of the Year? Click the SUBMIT NOW box below and follow the instructions.
Do you require additional assistance? Email edoughman@wattglobal.com with questions.
The deadline to submit a FREE nomination for the Chicken Marketer of the Year is May 1, 2025.
Agenda
Monday, July 28
9-10:30 a.m.
NCC Marketing & Communications Committee meeting
Open to committee members and invited guests
10 a.m.-7 p.m.
Registration
12 p.m.
Golf tournament kick-off
Location: The Westin Savannah Harbor Golf Resort & Spa
12-1:30 p.m.
Optional: Savannah Riverboat Lunch Cruise
Join us for a 1 1/2 hour riverboat cruise around Savannah. We will walk from the hotel lobby at 12 pm. Food and beverages are available on the boat for purchase.
$40
5:30-6 p.m.
First time attendees’ reception
6-7:30 p.m.
Chicken Marketing Summit 2025 opening reception
Tuesday, July 29
7:30 a.m.-5 p.m.
Registration
7:30-8:30 a.m.
Breakfast
8:30-8:45 a.m.
Introduction and welcome
Greg Watt, president and CEO, WATT Global Media
8:45-9 a.m.
Industry overview
NCC chairman
9-10 a.m.
Keynote: Chicken 2030: The tech and trends shaping what’s next
Kevin Ryan, founder/CEO, Malachite Strategy and Research
From AI-driven personalization to next-gen food production, technology is rapidly reshaping how consumers buy, cook and experience chicken. But what advancements matter most for the industry? Kevin Ryan, founder/CEO of Malachite Strategy and Research, highlights the most important innovations emerging across consumer behavior, retail, foodservice and manufacturing — unpacking how they are shaping the future and what industry leaders should be paying attention to now.
10-10:30 a.m.
Morning coffee break
10:30-11:30 a.m.
Smart tech, savvy shoppers: Tech trends that keep chicken consumers engaged
Joyce Neth, vice president, audience engagement, WATT Global Media and Erkin Peksoz, protein practice principal, Circana
From mobile apps and kiosks to online ordering and delivery, today’s consumers expect seamless, tech-driven experiences when buying chicken—whether in grocery stores, fast food, or takeout. How can chicken brands harness digital innovation to enhance engagement and drive loyalty? Exclusive research reveals how shoppers are using technology to choose, order, and enjoy chicken, along with their reactions to emerging trends that improve convenience and satisfaction. Stay ahead by understanding the digital tools shaping the future of chicken consumption.
11:30 a.m.-12 p.m.
Chicken Marketer of the Year/Golf Awards
Winners announced and recognized
12-1:30 p.m.
Lunch
1:30-2:15 p.m.
Winning with chicken foodservice
Katie Belflower, manager, Menu Research and Insights team, Technomic
In 2025, chicken will remain one of the most popular proteins when dining out. Restaurants are experimenting with new flavors, preparations and dishes to add excitement to the classic protein and keep customers coming in for more. And when it comes to innovation, menus aren’t the only thing getting a makeover, as restaurants experiment with automated ordering, AI, robotic servers and fryers and more. This session will explore chicken menu trends, consumer attitudes toward the protein and the use of technology in foodservice, as well as explore opportunities that will help operators win with chicken.
1:30-2:15 p.m.
Concurrent session: Info coming soon
2:15-3 p.m.
Chicken at the center of the plate: Who is eating what and why
Lynn Dornblaser, principal consultant, Mintel
With Mintel research showing that 93% of U.S. consumers have eaten chicken in some form in the last six months, it’s clear that it is an important component in today’s meal choices. This presentation will look at how chicken products can deliver on convenience and flavor innovation at retail. It also will take a look at the push-pull of economical offerings and premium and value-added ones (and what consumers are looking for). In addition, we’ll showcase our consumer insight with product examples, from the U.S. and beyond.
2:15-3 p.m.
Concurrent session: Info coming soon
3-3:30 p.m.
Afternoon coffee break
3:30-4:15 p.m.
Concurrent session: Info coming soon
3:30-4:15 p.m.
Concurrent session: Info coming soon
4:15-5 p.m.
Concurrent session: Info coming soon
4:15-5 p.m.
Concurrent session: Info coming soon
5-6:30 p.m.
Networking reception
Wednesday, July 30
7:30 a.m.-12 p.m.
Registration
7:30-8:30 a.m.
Breakfast
8:30-9:15 a.m.
Balancing innovation with consumer demand for chicken
Brian Earnest, lead economist, animal protein, CoBank
Poultry operations have worked hard to produce broilers more efficiently, resulting in bigger birds that require fewer resources. However, today’s consumer appears to have a preference for smaller chickens in both retail and foodservice. Discover how advances in genetics, further processing technology and other innovations are driving production and the opportunities for the broiler industry to help keep chicken as the protein at the center of the plate.
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:
- Casey Hilder, director of marketing, Starbird
- Shawn Lalehzarian, co-founder and CEO, The Red Chickz
- Additional panelists announced soon
10-10:30 a.m.
Morning coffee break
10:30-11:15 a.m.
Panel discussion: Avian Influenza in the spotlight
With HPAI remaining a persistent challenge and media coverage fluctuating, the poultry industry has a limited window to take control of the narrative. During this panel discussion, learn about the economic impacts of HPAI, how the industry is leveraging technology to stop its spread and how sales and marketing can proactively address consumer concerns and misinformation to build consumer confidence and mitigate long-term risks associated with public uncertainty.
Confirmed panelists:
- Rob Levine, partner/president, Marriner Marketing,
- Brian Earnest, lead economist, animal protein, CoBank and TBA
- Additional panelists to be announced soon
11:15 a.m. – 12 p.m.
2035: Your predictions
Speakers
Katie Belflower
Katie Belflower is a manager on the Menu Research and Insights team at Technomic. She tracks and analyzes current and predictive menu and concept trends and data for both the U.S. and Canada. In addition to contributing to reports and newsletters, Katie also presents various webinars and at conferences for the U.S. and Canadian markets.
Lynn Dornblaser
Lynn Dornblaser brings almost 40 years of product trend knowledge to her position as client advisor. In this role she provides insight to clients and the industry, leveraging her career’s worth of knowledge and Mintel’s rich data sources. Prior to joining Mintel in 1998, Dornblaser covered new product trends at several trade magazine publishing companies. She has been quoted by major U.S. news organizations, including The Wall Street Journal, USA Today, The New York Times and CNN. Dornblaser holds a BS in journalism from the University of Illinois.
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.
Casey Hilder
Casey Hilder, director of marketing for Starbird, has led the brand to become a defining force in the super-premium QSR segment since joining in 2018. Under his leadership, Starbird has expanded from three to 14 restaurants, achieving over 25% comp sales growth for four consecutive years. Hilder spearheaded successful LTOs and the development of Starbird’s virtual concepts. With over 12 years of experience, Hilder launched Starbird’s TikTok, growing to 125,000 followers in under two years, and implemented a loyalty program, increasing app usage to 200,000 users. He holds a bachelor’s degree from Xavier University.
Shawn Lalehzarian
Shawn Lalehzarian worked with several brands such as Wolfgang Puck, Starbucks, Pinkberry, California Pizza Kitchen and Chili’s just to name a few before opening The Red Chickz in 2014. The Red Chickz puts its West Coast spin on the Southern favorite, offering the most innovative menu within the hot chicken segment. Today, The Red Chickz has five locations in Los Angeles, CA, Culver City, CA, Carlsbad, CA, Cypress, TX, and most recently Fresno, CA, with an additional 24 locations in development.
Rob Levine
Rob Levine leads Marriner Marketing’s strategic direction, ensuring teams are well-resourced, motivated and aligned with the agency’s mission of clarity. His strategic guidance has played a key role in brand positioning and marketing efforts for Campbell’s, Apeel Sciences, Kent Corporation, Perdue Farms, Butterball, Dannon, Away From Home, Gehl’s, Rich Products, McCormick, Nestlé Professional and The Sugar Association.
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.
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.
Kevin Ryan
Kevin Ryan is founder/CEO of Malachite Strategy and Research, a CPG, retail and foodservice-focused insights and innovation agency. Kevin previously served as the global strategic senior planner at Amazon, overseeing the team responsible for corporate brand and advertising strategies for Global Prime and Non-Prime consumers. Prior to Amazon, Kevin was director of strategy and innovation at General Mills. For 15 years, Kevin led corporate and brand initiatives to discover new opportunities globally. Kevin is an expert in the front end of innovation, specializing in deep ethnography, strategic mapping, consumer jobs-to-be-done development, design thinking, agile methodologies and new product ideation. Kevin holds both a master’s and PhD in food science and a MSc in food anthropology. Kevin writes a food industry newsletter (FoodStuff) and also hosts a food industry podcast called 3 Squares.
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 2025 will be hosted at the luxurious The DeSoto in Savannah, Georgia. Surrounded by beautiful landscaped gardens, magnificent homes, and architectural gems, the contemporary hotel in the Savannah Historic District offers a mix of warm Southern charm and modern style in the heart of Georgia’s First City
Where is the DeSoto located?
The resort’s physical address:
15 East Liberty Street
Savannah, Georgia 31401
Resort Accommodations & Group Rate
All Summit activities will take place at The DeSoto.
The Chicken Marketing Summit group rate starts at $229 per night, plus applicable state and local taxes and resort fees. A credit card is needed to make a reservation. In order to ensure the best possible rate and room availability, all reservations require a one-night, non-refundable deposit, per room, upon reservation. Group block closes July 7.
What is the closest airport to The DeSoto?
The recommended airport for the Chicken Marketing Summit 2025 is the Savannah Hilton Head International Airport .
Airlines Fly To SAV/HHI – Nonstop Destinations – Savannah/Hilton Head Airport
Multiple transportation options are available from the airport to the hotel. Taxi and car services including Lyft and Uber are available.
Savannah, Georgia Activities
Experience southern charm and modern style in the heart of Georgia’s First City. No matter if you want to unwind after Summit hours or extend your stay into a family vacation, Savannah has something to offer everyone.
Local dinning:
- Crystal Beer Parlor – Originally operated as a grocery store in the early 1900s. It opened as the Crystal Beer Parlor in 1933. It was one of the first American eating establishments to serve alcohol after the repeal of prohibition.
- Pirates House – Originally called the Herb House, it is considered the oldest structure in Georgia. In 1753 it was expanded to become a tavern and inn for visiting sailors and pirates. Both sailors and pirates frequented the business during its heyday and not all for fun
- Mrs. Wilkes Dining Room – In 1943 Sema Wilkes took over a boarding house at 107 West Jones Street. Her goal was to make a living by offering comfortable lodging and homestyle southern cooking. Mrs. Wilkes achieved much more than she set out to, becoming a local celebrity and being featured in many national magazines, papers, and news shows.
Area attractions:
- Old Savannah Tour – A great way to learn more about our city and the tour will pick you up right from the hotel!
- Blue Orb – Explore the spirits and hauntings of Savannah with this chilling walking ghost tour!
- Tybee Island Dolphin Tour – Grayline offers pick-up at the hotel for a 6-hour adventure; including the Dolphin tour, time to explore Tybee lighthouse, and relaxing time to put your toes in the sand.
Golf
Bill Roenigk Chicken Marketing Summit Golf Tournament 2025
The Club at Savannah Harbor is former home to The PGA TOUR’s Champions Tour, Liberty Mutual Insurance Legends of Golf Championship, the course that lies nestled between the banks of the Savannah and Back Rivers of the splendid Georgia Low Country.
The serenity of coastal Georgia, with its tidal marshes and abundant wildlife provides the canvas for The Club at Savannah Harbor, an 18-hole masterpiece created and designed by renowned architect Robert Cupp in conjunction with the legendary “Slammin’ Sammy” Snead.
Again in 2025: The Chicken Marketing Summit golf tournament is scheduled for MONDAY, July 28, 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 will take place on Tuesday morning at 11:30 am.
Sponsorship
Grow your brand presence at Chicken Marketing Summit 2025
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 2025 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 2025 Sponsorship Prospectus
Five reasons to be a part of the Chicken Marketing Summit:
- Reach key poultry business leaders and influencers
- Engage with the entire chicken supply chain
- Build new relationships and share ideas with your poultry industry colleagues
- Learn tips on connecting with the dynamically changing consumer
- 1 1/2 days of exclusive networking and learning opportunities at the DeSoto Savannah in Savanna, Georgia
2025 Chicken Marketing Summit
Partner Sponsors
Interested in sponsoring this event? See details here.
Presented by:
In collaboration with:
With support from:
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.