Elizabeth Doughman, editor, WATT PoultryUSA and Poultry Future: Hi there, I’m Elizabeth Doughman, the editor of WATT PoultryUSA and Poultry Future.
In immediately’s episode, my visitor is Abi Vincill, model supervisor for Farmer Focus.
On the 2024 Rooster Advertising Summit, Farmer Focus gained the 2024 Rooster Marketer of the Yr award. This award honors distinctive efforts in retail, foodservice, direct-to-consumer, producer/integrator organizations and firms who’ve demonstrated progressive advertising and marketing and inventive excellence in selling rooster consumption.
Thanks for becoming a member of me immediately, Abi.
For somebody considering of attending the Rooster Advertising Summit for the primary time in 2025, how would you describe the occasion?
Abi Vincill, model supervisor, Farmer Focus: This 12 months was truly my first time on the occasion. There have been very informative periods that lined each the manufacturing facet and the client facet, which I discovered actually helpful.
I additionally appreciated the designated time for networking and dialogue. I feel it is beneficial to have that many individuals from the precise business in a single place collaborating. It was very cool to see and be part of
Doughman: What does successful the 2024 Rooster Marketer of the Yr award imply to you?
Vincill: We have been extremely grateful to be on the group that was awarded Rooster Marketer of the Yr. To me, it implies that individuals are recognizing and supporting the Farmer Focus mission of selling and defending generational household farms, so it simply form of fuels that motivation to proceed our efforts.
Doughman: Why did Farmer Focus select to spotlight the grower in its 2023 advertising and marketing efforts?
Vincill: It actually goes again to the mission I simply talked about. We attempt to amplify our farmer companions tales as a lot as doable and thru as many avenues as doable.
It begins with our traceable product. Every of every pack of Farmer Focus rooster has a QR code and a Farm ID. Shoppers can scan the code kind in that distinctive ID after which see the farmer that raised their rooster.
It was pure for our efforts in 2023 to be very farmer-centric, and it’ll stay farmer-centric sooner or later.
Doughman: Which a part of the 2023 advertising and marketing marketing campaign are you most happy with?
Vincill: I am most happy with the farmer interviews that we posted on our social media channels.
It was a actually genuine and private strategy to join our viewers with our farmer companions. They are surely the spine of our meals system, and we take delight in having the ability to share their journeys and experiences.
We additionally make a degree to incorporate that Farm ID that I discussed a number of moments in the past with any content material that features a farmer, so the viewers has the power to be taught even extra than simply what that particular content material is masking.
Doughman: What’s your favourite rooster dish?
Vincill: That’s a troublesome one. I feel in all probability rooster parm, however with boneless skinless thighs as an alternative of breasts.
Doughman: Is there anything you want to add?
Vincill: I actually respect you taking the time to talk with us. We’re actually obsessed with offering a completely traceable product that buyers can belief, all whereas supporting our farmer companions, and we’re excited for what the long run holds.
Doughman: Thanks for talking with me immediately. I hope that listeners will be a part of us on the 2025 Rooster Advertising Summit, which shall be held on the DeSoto Savannah in Savannah, Georgia on July 28-30, 2025.
Registration for this occasion will open early subsequent 12 months.
Thanks once more, Abi, and because of you for tuning in.
