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![]() Aug. 1, 2024
Source: WATT Global Media news release BIRMINGHAM, Ala. -- The primary objective of the 2023 Farmer Focus marketing campaign was to tell the stories of the growers behind its poultry products through in-store packaging, website and social media. As a result, Farmer Focus was recognized as the 2024 winner of the Chicken Marketer of the Year during Chicken Marketing Summit. Now in its third year, the Chicken Marketer of the Year 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. "We are proud to recognize Farmer Focus as the winner of the 2024 Chicken Marketer of the Year," said Elizabeth Doughman, editor of WATT PoultryUSA and Poultry Future. "This year's award submissions covered a variety of strategic marketing objects but ultimately Farmer Focus was selected due to their multi-channel approach to telling the farmer's story and upholding traceability, which engaged chicken consumers and built brand loyalty." The trophy presentation for the award occurred at the 2024 Chicken Marketing Summit, held at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 30. The award was accepted by Stephen Shepherd, CEO, Abi Vinci, brand manager, Dolan Patterson, Chief of Commercial Sales, and Garrett Lorton, Director of Sales, for Shenandoah Valley Organic/Farmer Focus. As part of its mission to promote and protect generational family farms, every Farmer Focus product is traceable back to the farm on which it was raised. The company's challenge for 2023 was to find a way to authentically and effectively communicate that traceability to consumers. "Farmers are the backbone of the global food system and we take pride in being a voice for the growers at the shelf. Our growers deserve the recognition of producing humanely raised, traceable and sustainable chicken that feeds millions," the company wrote in its submission for Chicken Marketer of the Year. Farmer Focus chicken is sold in over 4,600 locations on the East Coast, providing the company with a unique opportunity to engage consumers with its packaging which has a unique four-letter Farm ID and QR code. Consumers can scan and enter the code to "meet" the farmer that raised their product on the Farmer Focus website. Each page includes pictures and a description of the farm/farmer. Chicken Marketing Summit is the essential networking and educational conference for poultry business leaders. 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. The Chicken Marketer of the Year award is presented by Poultry Future, WATTPoultry.com and WATT Global Media. Chicken Marketing Summit 2025 will be held at the DeSoto Savannah in Savannah, Georgia on July 28-30, 2025. To learn more, visit ChickenMarketingSummit.com. Tweet |
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