The primary objective with the 2023 Farmer Focus marketing campaign is to tell the stories of the growers behind its product.
The chicken retail brand was recently named a finalist for the 2024 Chicken Marketer of the Year award. This award recognizes excellence in marketing and public relations campaigns in keeping chicken as the protein on the center of the plate.
Find out who will win the 2024 Chicken Marketer of the Year award at the Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 29-31, 2024. This one-of-a-kind event will look forward to the consumer of 2035 and the issues that will impact their protein choices.
For the first time, the Summit will have two content tracks. As always, one track will focus on consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future. The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and convenience.
Registration is now open for the Chicken Marketing Summit.
Educating consumers from farm to fork
“Farmers are the backbone of the global food system and we take pride in being a voice for the growers at 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. The page includes pictures and a description of the farm/farmer.
On Instagram and Facebook, farmer features include video and photo content that shows who farmers are outside of the farm – their families, their hobbies and why they are passionate about farming. Additionally, any content with growers features their Farm ID to reinforce traceability and provide another channel to learn more about the growers.
LinkedIn is a valuable platform to amplify Farmer Focus growers to industry audiences. Farm features and community activations further the company’s mission of promoting and protecting generational family farms. Over 1,000 consumers have scanned a Farm ID to meet their farmer each month. The success led to a new line of no antibiotic ever products, onboarding more than 31 new growers and furthering the mission of promoting and protecting generational family farms. This campaign is unique in this category and performs well as more consumers are becoming loyal purchasers and the trial is increasing in existing markets.
Attend the 2024 Chicken Marketing Summit
Make plans to attend the 2024 Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 29-31, 2024. This one-of-a-kind event will look forward to the consumer of 2035 and the issues that will impact their protein choices.
For the first time, the Summit will have two content tracks. As always, one track will focus on consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future. The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and convenience.
