WHAT HAPPENED: Nothing yet, but the 2026 Chicken Marketing Summit is nearly here, taking place July 27-29 at the Innisbrook Resort in Palm Harbor, Florida. This year’s theme, “The Protein Moment,” puts the spotlight on one of the biggest storylines in food marketing today: how chicken is uniquely positioned to capitalize on surging consumer demand for protein. Registration remains open, and NCC members still have time to make plans to attend.
WHY IT MATTERS: Aging demographics, fitness culture and the rise of GLP-1 weight loss medications are driving a boom in high-protein eating — and chicken stands to benefit more than any other protein. Its affordability, versatility and near-universal cultural acceptance give it an edge few other proteins can match, fitting a wide range of diets and lifestyles without cultural or dietary barriers. The growing “eat real food” movement, including the emphasis on protein in the updated Dietary Guidelines for Americans, plays directly to chicken’s strengths. Capitalizing on the protein moment without losing consumer trust — is the kind of strategic marketing conversation Summit attendees can expect this year.
WHAT’S NEXT: With the event less than two weeks away, now is the time to lock in travel plans and register if you haven’t already. Sessions will dig into how chicken can win on “protein plus” positioning, avoid the pitfalls of overprocessing, and stay top-of-mind with consumers navigating a crowded protein marketplace. Full registration details and the full agenda can be found here. NCC will have more Summit coverage in the weeks ahead.
