WHAT HAPPENED: Popeye’s Louisiana Kitchen has been named the recipient of the 2026 Chicken Marketer of the Year award, presented this week at the 2026 Chicken Marketing Summit. The award recognized Popeyes’ bold pickle-themed marketing campaign, which turned a limited-time menu launch into a cultural event, driving record guest traffic and widespread consumer engagement.
WHAT OTHERS ARE SAYING: “We are proud to recognize Popeyes as the winner of the 2026 Chicken Marketer of the Year,” said Elizabeth Doughman, editor of WATT PoultryUSA and Poultry Future. “This year’s finalists showcased outstanding creativity and strategic thinking, but Popeyes stood out by building an immersive campaign that extended far beyond the menu. Every customer touchpoint reinforced the same message, creating excitement, driving conversation and ultimately delivering measurable business results.”
The award was accepted by Shelli Laskowitz (L), senior manager, poultry innovation, and Shivangi Singha, senior manager, innovation & activation, both of Popeyes Louisiana Kitchen.
From July 27–29, industry leaders gathered at the Innisbrook Resort in Palm Harbor, FL for three days of networking, insights and information. Here are a few photos from the event, courtesy of WATT Global Media and Paul Ward Photography.
Chicken Marketing Summit Sponsors
NCC Chairman and Simmons Foods COO David Jackson kicks off the event on Tuesday
Keynote speaker Kevin Ryan, founder/CEO, Malachite Strategy and Research, who discussed the GLP-1/high-protein consumer opportunity for chicken
Questions from the audience
NCC’s Tom Super moderates a session
Christine McCracken, executive director, animal proteins at Rabobank spoke about navigating the forces reshaping the broiler industry
L-R: WATT’s Terrence O’Keefe moderates a panel discussion with Kevin Ryan; Josh Gillespie, vice president of sales, Baader Food Systems; and Walker Byrnes, research engineer, Georgia Tech Research Institute. The panel discussed how artificial intelligence applications are helping to drive continuous improvement in efficiency, bird welfare and food safety
Winners of the annual Bill Roenigk Golf Tournament with a score of (-10), L-R: Brian Mullins, Amick Farms; Ryan Barden, Supply Management Services; Scott Shultz, Tip Top; Alex Williams, Amick Farms
Longest Drive Winners: Tami Bugas, wife of Pete Bugas with ProBin Global; and Chandler Keck, husband of Hannah Keck with USPOULTRY
Women’s Closest to the Pin: LeAnn Risbrudt, TFC Poultry
Men’s Closest to the Pin: Thomas Super, son of Tom Super with NCC
WHAT HAPPENED: The House passed a $95 billion budget reconciliation measure on July 22 by a vote of 216-214. The blueprint would pave the way for reconciliation legislation providing up to $73 billion in additional military funding tied to the conflict with Iran, $12 billion in assistance for farmers, and $10 billion to implement new voting requirements. Three Republicans — Reps. Thomas Massie (Ky.), Warren Davidson (Ohio), and Independent Kevin Kiley (Calif.), who caucuses with Republicans — voted against the measure, joining all Democrats present in opposition.
The package includes the SAVE Act, which would require proof of citizenship to register to vote, impose new photo ID requirements for federal elections, and limit voting by mail. House Speaker Mike Johnson (R-La.) and Vice President JD Vance developed the framework for the measure last week. House Budget Committee Chairman Jodey Arrington (R-Texas) described the military funding portion as supporting near-term readiness needs.
WHAT IS BUDGET RECONCILIATION? Reconciliation is a fast-track process that lets certain budget-specific bills pass the Senate with a simple majority (51 votes), avoiding the 60-vote threshold needed to overcome a filibuster. It starts with a budget resolution setting specific spending targets and directing committees to draft legislation to meet them. Those pieces are then packaged into one final bill. Provisions must have a direct budgetary effect under the Senate’s “Byrd Rule” — policy provisions without a clear fiscal impact can be removed by the parliamentarian.
This is why some senators have questioned whether some, or any, of the SAVE Act’s voting provisions will be included in the final bill.
As a result, the bill includes $10 billion in the form of a grant program, which would be given to states to adopt stricter voter ID measures that are the aim of the SAVE Act. This is designed to be compliant with the Byrd Rule.
This is the third time this Congress that Republicans have used reconciliation to advance a major legislative package. The Senate parliamentarian has already ruled that the SAVE Act cannot be included in a reconciliation package. However, Speaker Johnson has requested a federal fund from which states could draw to implement voter ID and proof-of-citizenship requirements.
SENATE GOP CONCERNS: Several Senate Republicans have raised concerns: Armed Services Committee Chairman Roger Wicker (Miss.) said the measure does not provide enough defense funding relative to the $1.5 trillion requested in the president’s budget, while Sens. Lisa Murkowski (Alaska) and Thom Tillis (N.C.) have objected to including the SAVE Act, questioning whether its provisions meet the procedural requirements for reconciliation.
WHY IT MATTERS: The agriculture assistance funding was linked by several lawmakers to economic pressures — including rising fuel and fertilizer costs — tied to the conflict with Iran. The measure represents one of the larger legislative vehicles this Congress for potential agriculture sector aid, though specifics on eligible commodities, funding levels, and allocation formulas have not been finalized. The bill’s fate in the Senate — including whether the SAVE Act provisions survive procedural review under reconciliation rules — and the scope of the eventual agriculture title remain open questions that will shape how any assistance is structured and who qualifies.
WHAT’S NEXT: The Senate must act on the House-passed resolution before reconciliation instructions can proceed, and Thune has linked the timing to broader government funding negotiations ahead of the September 30 deadline. If the Senate passes the resolution, four committees — including the House and Senate Agriculture Committees — would draft the underlying reconciliation legislation. House Agriculture Committee Chairman Glenn “GT” Thompson (R-Pa.) said he expects to hold a markup shortly after Labor Day, with the House now in a five-week recess. Thompson said he is focused on directing agriculture funding toward row and specialty crop growers and sawmills, and is reassessing his earlier proposal of roughly $5 billion for specialty crops given the larger $12 billion figure now under discussion.
NCC features in a short spotlight column the official representative from each of our Allied Leader and Allied Member companies. This week’s Allied Leader Spotlight is Drake Gurley, Director – Agriculture Lending at Live Oak Bank.
We asked Drake three questions:
In 2-3 sentences, describe what good or service your company provides to the broiler industry:
At Live Oak Bank, our goal is simple: to be America’s Small Business Bank. Our Agriculture Lending division partners with poultry farmers nationwide, providing the vital capital needed to sustain facilities and support a crucial segment of the broiler industry. Since 2013, we have delivered over $2.5 billion in financing to help hundreds of families and small business owners construct, acquire, or retrofit their farms. We are incredibly proud to serve America’s poultry farmers and the industry that puts high-quality protein on the tables of millions of families every day.
Briefly describe your position and responsibilities within the company:
As the Director of Agriculture Lending, I have the privilege of leading an exceptional team of lenders covering all corners of the US poultry market. With 95% of our portfolio dedicated specifically to this sector, we pride ourselves on being “an inch wide and a mile deep.” Simply put, we are all-in on chicken! Over multiple decades, our team has and continues to build relationships with farmers, poultry companies, and allied partners to provide a partnership that benefits the industry and ultimately the consumer.
What is your favorite chicken dish:
Eastern North Carolina Barbecue Chicken Sandwich. Soaked pulled chicken in vinegar and crushed red pepper sauce placed on a bun with cole slaw on top, makes all other chicken recipes fight for second place.
For more information, the full agenda and registration instructions, follow this link.
This week, NCC SVP of Scientific and Regulatory Affairs Ashley Peterson, along with team members from NCC Allied Leader Rabobank, traveled to Lincoln, NE to visit with NCC member Lincoln Premium Poultry, to meet with leadership and tour both the company’s headquarters and its chicken processing plant.
L-R: Hunter Odom, Rabobank; Peterson; Micki Donegan, Rabobank; Christine McCracken, Rabobank
L-R: Jessica Kolterman, Lincoln Premium; Peterson; Dr. Luke Baldwin, Lincoln Premium
Upon learning the news earlier this week of the sudden passing of the late Senator Lindsey Graham (R-SC), NCC released the following statement:
“We are saddened by the passing of Senator Lindsey Graham. As a longtime member of the Congressional Chicken Caucus, he understood the importance of poultry to South Carolina and to America’s farm families. Our thoughts are with his family, staff, and the people of South Carolina during this difficult time.”
Gov. Henry McMaster appointed Graham’s sister, Darline Graham Nordone, to finish out his term — she was sworn in July 14, becoming the first woman to represent South Carolina in the Senate. She serves until Jan. 3, 2027.
South Carolina law calls for a special primary election around August 11, with a possible runoff August 25, to pick a new GOP nominee for November.
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.
WHAT HAPPENED: The White House Office of Information and Regulatory Affairs (OIRA) has published the Unified Agenda of Federal Regulatory and Deregulatory Actions, a snapshot of rules federal agencies plan to propose or finalize.
WHAT IS IN IT IMPORTANT TO CHICKEN: Several entries in it touch broiler production, HPAI response, and grower contracting. Of note:
- Packers and Stockyards Act (PSA) rescissions (AMS): Three Biden-era PSA rules are teed up for formal rescission via new rulemaking including the “Inclusive Competition and Market Integrity” rule, the “Transparency in Poultry Grower Contracting and Tournaments” rule, and the “Poultry Grower Payment Systems and Capital Improvement Systems” rule. A related final rule already delayed the payment-systems rule’s effective date until December 31, 2027; the rescission proposed rule is the next step in unwinding it.
- Line speed modernization (FSIS): FSIS’s Maximum Line Speed Rates for Young Chicken and Turkey Establishments Operating Under the New Poultry Inspection System (NPIS) remains listed; the comment period closed April 20, 2026, and the agency is now working toward a final rule.
- Highly Pathogenic Avian Influenza (HPAI) import requirements (APHIS): This proposed rule would shorten the current 90-day waiting period before live birds and avian commodities can be imported from a region after an HPAI-affected premises is cleared, aligning the U.S. standard with World Organisation for Animal Health (WOAH) benchmarks.
- National Poultry Improvement Plan (NPIP) biennial update (APHIS): A proposed rule would codify changes to NPIP regulations approved by voting delegates at the 2024 NPIP Biennial Conference.
- Payment of Indemnity and Compensation for HPAI (APHIS): APHIS is moving to finalize its December 2024 interim final rule requiring commercial poultry premises to pass a biosecurity audit before restocking after an HPAI outbreak, or before buffer-zone premises can move birds onto the property.
- SNAP “eligible food” definition (FNS): Tied to the administration’s MAHA initiative, this proposed rule would narrow what qualifies as “eligible food” under SNAP, which could have downstream effects on chicken as a covered protein.
WHY IT MATTERS: Several of these items are top priorities for NCC and the Unified Agenda provides a clear window into USDA’s rulemaking priorities.
NCC’s TAKE: “We thank Secretary Rollins and President Trump for their work in cutting unnecessary red tape on businesses and producers, including the Biden administration’s Packers and Stockyard rules,” said Harrison Kircher, President, National Chicken Council. “These rules were rushed, one-size-fits-all mandates that would have added compliance costs and legal uncertainty without benefiting farmers or consumers. We trust this Administration to regulate competitive markets, support American agriculture, and protect consumers — not through duplicative federal mandates, but through common-sense oversight that reflects how the modern broiler industry actually works. NCC and its members look forward to continuing to work with USDA on policies that strengthen the entire chicken supply chain, reward farmers, and keep America’s #1 protein affordable for American consumers.”
WHAT’S NEXT: We will monitor the Federal Register for the publication of rules pertaining to all the topics previously mentioned. NCC will have opportunities to comment on each PSA rescission proposed rule once available. Regarding line speeds, the next milestone is for FSIS to publish a final rule. We will continue tracking timing and circulating comment deadlines as dockets open.
Source: NBC News
