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Farmer Focus puts the grower first in consumer marketing
412 Plays3 months ago
Abi Vincill, brand manager for Farmer Focus, the winner the 2024 Chicken Marketer of the Year award, elaborates how Farmer Focus puts the grower first in consumer marketing -- and shares her favorite chicken dish.
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Transcript
Introduction to the Podcast and Guest
00:00:00
Speaker
Hello, and welcome to the Future of Poultry podcast series. Hello, I'm Liz Duffman, the editor of Watt Poultry USA and Poultry Future. In today's episode, my guest is Abby Vincille, brand manager for FarmerFocus.
Celebrating the Award and Its Significance
00:00:23
Speaker
At the 2024 Chicken Marketing Summit, Farmer Focus won the 2024 Chicken Marketer of the Year Award. This award honors exceptional efforts in retail, food service, direct to consumer, producer slash integrator organizations, and companies who have demonstrated innovative marketing and creative excellence in promoting chicken consumption.
00:00:45
Speaker
Thanks for joining me today, Abby. Yeah, thanks for having me. I'm excited. For someone who was thinking of attending the Chicken Marketing Summit for the first time in 2025, how would you describe the event? So this year was actually my first time at the event. There were very informative sessions that kind of covered both the production side and the consumer side, which I found really beneficial. I also appreciated the designated time for networking and discussion. I think it's
00:01:11
Speaker
valuable to have that many people from the specific industry in one place kind of collaborating. So it was very cool to see and be a part of.
Farmer Focus' Marketing Strategy and Impact
00:01:18
Speaker
What does winning the 2024 Chicken Marketer of the Year mean to you and everyone at Farmer Focus? Yeah, we were incredibly grateful to be on the team that was awarded Chicken Marketer of the Year. To me, it means that people are recognizing and supporting Farmer Focus' mission of promoting and protecting generational family farms. And so it just kind of fueled that motivation to continue our efforts.
00:01:40
Speaker
Why did FarmerFocus choose to highlight the grower in its 2023 marketing efforts?
00:01:46
Speaker
It really goes back to the mission I just mentioned. We try to amplify our farmer partner's stories as much as possible through as many avenues as possible. It starts kind of with our traceable product. So each pack of farmer-focused chicken has a QR code and a farm ID. And so consumers can scan the code, type in that unique ID, and then see the farmer that raised their chicken. So it was natural for our efforts in 2023 to be very farmer-centric, and it will remain farmer-centric in the future.
00:02:13
Speaker
Which part of the 2023 marketing campaign are you most proud of? I'm most proud of the farmer interviews that we posted on our social media channels. It was just a really authentic way and personal way to connect our audience with our farmer partners. They really are the backbone of our food system and we take pride in being able to share their journeys and experiences. We also make a point to include that farm ID that I mentioned a few moments ago with any content that includes a farmer. So the audience has the ability
00:02:42
Speaker
to learn even more than just what that specific content is covering. So what's your favorite chicken dish, either to prepare at home or when you're dining out? That's a tough one. I think probably chicken parm, but with boneless skinless thighs instead of breasts.
00:02:59
Speaker
Oh, that sounds delicious. Very good. It's very good. I highly recommend. Is there anything else you'd like to add? Just that I really appreciate you taking the time to speak with us.
Upcoming Events and Future Plans
00:03:08
Speaker
We're really passionate about providing a fully traceable product that consumers can trust all while supporting our farmer partners. And we're excited for what the future holds. Thank you for speaking with me today.
00:03:18
Speaker
I hope that listeners will join us at the 2025 Chicken Marketing Summit, which will be held at the DeSoto Savannah in Savannah, Georgia on July 28th through 30th, 2025. Registration for this event will open next spring. Thanks again, Abby, and thanks to you for tuning in.