How producers can stay relevant in poultry’s digital revolution

Over the last few years, retail has been in a state of transition that changed how the industry operates and how consumers engage with chicken brands in retail, explained Mark Strobel, Euromonitor international senior research manager, at the 2023 Chicken Marketing Summit. The shift, fueled by the COVID-19 pandemic, resulted in new business models and ecommerce opportunities for producers to connect their products with poultry consumers using digital channels.