Elizabeth Doughman, editor, WATT PoultryUSA and Poultry Long term: Hi, I’m Elizabeth Doughman, the editor of WATT PoultryUSA and Poultry Long term.
In nowadays’s episode, my visitor is Abi Vincill, logo supervisor for Farmer Focal point.
On the 2024 Hen Advertising and marketing Summit, Farmer Focal point received the 2024 Hen Marketer of the 12 months award. This award honors remarkable efforts in retail, foodservice, direct-to-consumer, manufacturer/integrator organizations and corporations who’ve demonstrated cutting edge advertising and inventive excellence in selling rooster intake.
Thank you for becoming a member of me nowadays, Abi.
For any person pondering of attending the Hen Advertising and marketing Summit for the primary time in 2025, how would you describe the development?
Abi Vincill, logo supervisor, Farmer Focal point: This 12 months was once in truth my first time on the tournament. There have been very informative periods that lined each the manufacturing facet and the person facet, which I discovered in reality recommended.
I additionally preferred the designated time for networking and dialogue. I believe it is precious to have that many of us from the precise business in a single position taking part. It was once very cool to look and be part of
Doughman: What does successful the 2024 Hen Marketer of the 12 months award imply to you?
Vincill: We had been extremely thankful to be on the group that was once awarded Hen Marketer of the 12 months. To me, it implies that individuals are spotting and supporting the Farmer Focal point challenge of marketing and protective generational circle of relatives farms, so it simply more or less fuels that motivation to proceed our efforts.
Doughman: Why did Farmer Focal point make a choice to focus on the grower in its 2023 advertising efforts?
Vincill: It in reality is going again to the challenge I simply discussed. We attempt to magnify our farmer companions tales up to imaginable and thru as many avenues as imaginable.
It begins with our traceable product. Every of each and every pack of Farmer Focal point rooster has a QR code and a Farm ID. Shoppers can scan the code sort in that distinctive ID after which see the farmer that raised their rooster.
It was once herbal for our efforts in 2023 to be very farmer-centric, and it’ll stay farmer-centric someday.
Doughman: Which a part of the 2023 advertising marketing campaign are you maximum happy with?
Vincill: I am maximum happy with the farmer interviews that we posted on our social media channels.
It was once a in reality original and private solution to attach our target audience with our farmer companions. They in reality are the spine of our meals machine, and we take pleasure in having the ability to proportion their trips and studies.
We additionally make some degree to incorporate that Farm ID that I discussed a couple of moments in the past with any content material that features a farmer, so the target audience has the facility to be told even extra than simply what that particular content material is protecting.
Doughman: What’s your favourite rooster dish?
Vincill: That’s a tricky one. I believe most definitely rooster parm, however with boneless skinless thighs as a substitute of breasts.
Doughman: Is there the rest you want to upload?
Vincill: I in reality respect you taking the time to talk with us. We’re in reality hooked in to offering a completely traceable product that buyers can believe, all whilst supporting our farmer companions, and we’re excited for what the long run holds.
Doughman: Thanks for talking with me nowadays. I’m hoping that listeners will sign up for us on the 2025 Hen Advertising and marketing Summit, which shall be held on the DeSoto Savannah in Savannah, Georgia on July 28-30, 2025.
Registration for this tournament will open early subsequent 12 months.
Thank you once more, Abi, and because of you for tuning in.