Poultry USA - June 2019 - 17

WATTPoultryUSA

Data is increasing in value, and other food
companies are investing in ways to personalize
their marketing. McDonald's Corp., for
example, invested $300 million in a
company to help it leverage customer data
and personalize its marketing. Coca-Cola
Co. invested in a universal point-of-sale
connectivity platform, along with meat
supplier Performance Food Group. The
aim is to optimize the digital restaurant
experience.
Technology is driving restaurant trends
and helping to reshape food retailing
Meagan Nelson,
operations as well. The Kroger Co., for
Nielsen
example, has announced it would build
Courtesy Meagan Nelson
an automated robot warehouse and began
testing the use of unmanned vehicles for
delivery.
Charriez will share how Pilgrim's is
being digital-first with its marketing in
the attention-deficit economy. Nelson
will address how another technology,
e-commerce, is fueling retail growth in
shelf-stable food products and may begin
to grow for fresh products, including
meats.
Kelley Fechner,
"Over 40% of the retail meat departDatassential
ment's growth (52 weeks ending
Courtesy Kelley Fechner
September 2018) came from e-commerce,"
she said.

Shifting consumer preferences
driving change in protein
Consumer choices in product forms are
also in play in retail meats. Deli meat
sales, for example, have risen steadily in
recent years, while the packaged lunch
meat market has declined. Several meat
companies have acquired smaller deli
brands or reformulated current offerings to
satisfy changing consumer preferences.

Laston Charriez,
Pilgrim's Pride Corp.
Courtesy Laston Charriez

Register for the 2019
Chicken Marketing Summit:
www.WATTGlobalMedia.
com/chickenmarketingsummit

Nelson will discuss the growing focus
on flexitarians - those who don't always
eat meat. She will also discuss the product
on the horizon that everybody is watching
out for: lab-grown or cell-cultured meat.
"As the race to an affordable option
there continues, the question remains as to
how consumers will respond when it hits
the shelves," she said.
Fechner will examine the launch of a
limited-time burger patty made with plant
protein at Carl's Jr. The quick-serve restaurant chain dubbed it the Beyond Famous
Star burger, saying the product looks,
cooks and tastes like beef. There's a price
factor with plant-based burgers, and she
will provide examples.
At-home consumption is important
with some shoppers wanting more homecooked meals and others increasing their
take-home meals. This illustrates a trend
that can be tapped through personalization, such as marketing messages recommending food based on the time of day or
weather.
Nelson said consumers increasingly are
looking for products that fill a need state.
Need states, she explained, helped lead the
7% growth in 2018 in deli prepared foods
(including 65% growth in chicken wings). ■

Gary Thornton is editor and publisher at ClearPoultry.com. Email him at Gary.Thornton.Media@Gmail.com.
June 2019 ❙ www.WATTAgNet.com

❙ 17


https://www.wattglobalmedia.com/chickenmarketingsummit/ http://www.ClearPoultry.com http://www.WATTAgNet.com

Poultry USA - June 2019

Table of Contents for the Digital Edition of Poultry USA - June 2019

Poultry USA - June 2019
Contents
African swine fever could change everything
ASF sparks uncertainty in the global meat industry
What the US poultry industry needs to know about ASF
How chicken will succeed in the digitized proteins market
Startup organic poultry producer off to fast start
4 keys to cooling broilers using tunnel ventilation
Evaluating early feeding for broilers is complicated
US chicken trade faces challenges and opportunities
Mexico’s poultry industry grows facing uncertainty
Product Review
Market Place
Ad Index
Poultry USA - June 2019 - CT1
Poultry USA - June 2019 - CT2
Poultry USA - June 2019 - Poultry USA - June 2019
Poultry USA - June 2019 - Cover2
Poultry USA - June 2019 - CT3
Poultry USA - June 2019 - CT4
Poultry USA - June 2019 - Contents
Poultry USA - June 2019 - ASF sparks uncertainty in the global meat industry
Poultry USA - June 2019 - 3
Poultry USA - June 2019 - 4
Poultry USA - June 2019 - 5
Poultry USA - June 2019 - 6
Poultry USA - June 2019 - 7
Poultry USA - June 2019 - 8
Poultry USA - June 2019 - 9
Poultry USA - June 2019 - What the US poultry industry needs to know about ASF
Poultry USA - June 2019 - 11
Poultry USA - June 2019 - 12
Poultry USA - June 2019 - 13
Poultry USA - June 2019 - 14
Poultry USA - June 2019 - 15
Poultry USA - June 2019 - How chicken will succeed in the digitized proteins market
Poultry USA - June 2019 - CT5
Poultry USA - June 2019 - CT6
Poultry USA - June 2019 - 17
Poultry USA - June 2019 - Startup organic poultry producer off to fast start
Poultry USA - June 2019 - 19
Poultry USA - June 2019 - 20
Poultry USA - June 2019 - 21
Poultry USA - June 2019 - 22
Poultry USA - June 2019 - 23
Poultry USA - June 2019 - 24
Poultry USA - June 2019 - 25
Poultry USA - June 2019 - 4 keys to cooling broilers using tunnel ventilation
Poultry USA - June 2019 - 27
Poultry USA - June 2019 - 28
Poultry USA - June 2019 - 29
Poultry USA - June 2019 - Evaluating early feeding for broilers is complicated
Poultry USA - June 2019 - 31
Poultry USA - June 2019 - US chicken trade faces challenges and opportunities
Poultry USA - June 2019 - 33
Poultry USA - June 2019 - 34
Poultry USA - June 2019 - 35
Poultry USA - June 2019 - Mexico’s poultry industry grows facing uncertainty
Poultry USA - June 2019 - 37
Poultry USA - June 2019 - 38
Poultry USA - June 2019 - 39
Poultry USA - June 2019 - 40
Poultry USA - June 2019 - 41
Poultry USA - June 2019 - 42
Poultry USA - June 2019 - 43
Poultry USA - June 2019 - 44
Poultry USA - June 2019 - 45
Poultry USA - June 2019 - Product Review
Poultry USA - June 2019 - Market Place
Poultry USA - June 2019 - Ad Index
Poultry USA - June 2019 - Cover3
Poultry USA - June 2019 - Cover4
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