Summit attendees will have the unique opportunity to hear directly from their customers and ask them questions about how they find information about food and farming during the focus group panel, conducted by Anne-Marie Roerink of 210 Analytics. Panelists will be asked to share how they decide what to buy at the grocery store and order off of the restaurant menu, including whether issues like animal welfare, sustainability and antibiotic use factor into their decisions.

Farmers have a responsibility to care for their animals in a respectful way, to promptly treat animal illness and to conserve shared resources. The One Health Certified program provides transparent standards which create a comprehensive and balanced animal care program that participating farmers must follow. Scientific research and experience drive updates to this evolving program to ensure best animal care practices for today and tomorrow. In this session, Don Ritter, DVM, a 33-year poultry industry veteran will introduce attendees to the One Health Certified program in chickens, turkeys and pork and explain plans for expansion into egg, dairy and beef.

The cattle industry involves many segments. Cow-calf producers raise calves that are then sold, often at a livestock auction market. From there the cattle are often backgrounded prior to being sold again to a feedyard. How do all the stops along this chain work together on industry-focused animal welfare and sustainability efforts? How are Beef Quality Assurance and the U.S. Roundtable for Sustainable Beef efforts perceived by packers and retailers looking to add accountability in their supply chain? Can we make some of these topics “pre-competitive” or will brands insist on their own programs to differentiate? A panel of beef industry leaders will tackle these questions and more during this session.

Engaging opinion leaders about animal agriculture can be tricky, but is one of the most effective ways to bridge the communication gap between farm and fork. A panel of experts will share personal experiences, tips and lessons learned from influencer farm tours and other tactics that can help attendees plan their own influencer engagement.

The agriculture community is small (but mighty!) and many consumers are disconnected from modern production. Engaging with influencers and finding potential allies - even nontraditional ones - are essential to sharing positive information and correcting misconceptions. Wes Jamison, PhD, an associate professor and ordained minister with roots in the poultry industry, will share how he is working on a collaborative effort to connect with theological leaders about animal agriculture. 

It’s critical for everyone in the food chain – from the farm to the fork – to sit down together at the table to discuss important issues that are important to both farmers and consumers. In this session, attendees will hear from leading retail, restaurant and foodservice brands about how their companies make decisions on topics like animal welfare, antibiotic use and sustainability. Attendees will gain a better understanding of how food companies operate and leave with new ideas of how to effectively engage.

Bill Gutrich has worked in marketing for some of the world's most recognizable brands, including Coca-Cola, McDonald's and Samsung. He recently joined the animal agriculture world and has found himself surprised and even shocked at some of the ways that animal proteins have been and are being marketed. Gutrich will share a newcomer’s perspective on marketing in the animal protein industry and the opportunity to maintain proper segmentation of the brand story and consumer transparency communications.

In the fast-paced world of social media, growers, farmers, producers and brands often hear from activists and vocal consumers about products and ingredients causing them to change how food is grown or processed. But are these perceived demands always reflected in actual purchases? Experienced retail dietitians Kim Kirchherr and Leah McGrath will examine the conversation around food and compare it to what actually ends up in the shopper's cart and how stakeholders can get a better handle on this situation.

Three experts will bring their unique perspectives to the table to discuss three hot topics in animal agriculture - gene editing, alternative proteins and blockchain technology. Attendees will hear the latest updates in each area and have the opportunity to ask questions about what impacts each subject may have on their business.

With animal rights activists becoming increasingly bold and aggressive, it’s important for everyone in the food business to prepare to potentially be targeted. In this session, experts with a combined 42 years of experience in security and investigations will share current trends in activism, security considerations and activist tactics. Attendees will leave with a better idea of how to mitigate the risks posed by activist activity.

Animal activists continue to find new and different ways to challenge animal agriculture and other animal industries in the courtroom. Their litigation strategies are often coordinated with legislative, media/public relations and federal agency engagement. Learn from a seasoned animal law attorney who has decades of experience in handling high stakes litigation and public relations battles against animal activist groups about the topics and trends that affect your businesses and organizations, including proactive steps that may be taken to avoid litigation issues and best practices when litigating with these groups.

North Carolina Pork Council’s Andy Curliss will provide a deep and broad look, with several specific case studies (including the recent nuisance lawsuit verdicts in North Carolina), at how significant coordinated advocacy is threatening animal agriculture. He will offer an unprecedented look at the ongoing attacks against the industry and provide attendees with insights on how to protect their livelihood.