Elizabeth Doughman, editor, WATT PoultryUSA and Poultry Future: Whats up, I’m Elizabeth Doughman, the editor of WATT PoultryUSA and Poultry Future.
In right this moment’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 12 months award. This award honors distinctive efforts in retail, foodservice, direct-to-consumer, producer/integrator organizations and corporations who’ve demonstrated modern advertising and marketing and inventive excellence in selling rooster consumption.
Thanks for becoming a member of me right this moment, 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 really my first time on the occasion. There have been very informative periods that coated each the manufacturing facet and the client facet, which I discovered actually helpful.
I additionally appreciated the designated time for networking and dialogue. I believe it is useful to have that many individuals from the particular trade 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 12 months award imply to you?
Vincill: We had been extremely grateful to be on the staff that was awarded Rooster Marketer of the 12 months. To me, it signifies that persons are recognizing and supporting the Farmer Focus mission of selling and defending generational household farms, so it simply type of fuels that motivation to proceed our efforts.
Doughman: Why did Farmer Focus select to focus on 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 potential and thru as many avenues as potential.
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 pleased with?
Vincill: I am most pleased 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 pleasure in with the ability to share their journeys and experiences.
We additionally make some extent 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 viewers has the flexibility to study even extra than simply what that particular content material is overlaying.
Doughman: What’s your favourite rooster dish?
Vincill: That’s a tricky one. I believe most likely rooster parm, however with boneless skinless thighs as an alternative of breasts.
Doughman: Is there the rest you wish to add?
Vincill: I actually recognize you taking the time to talk with us. We’re actually captivated with offering a totally traceable product that customers can belief, all whereas supporting our farmer companions, and we’re excited for what the longer term holds.
Doughman: Thanks for talking with me right this moment. I hope that listeners will be part of us on the 2025 Rooster Advertising Summit, which will probably 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.
