ATLANTA — The Poultry Market Intelligence Forum, part of the 2025 International Production & Processing Expo (IPPE), brought together industry leaders and experts to discuss the current state and future prospects of the poultry market. Sponsored by the US Poultry & Egg Association (USPOULTRY), the forum featured a keynote address from Christian Richter, a principal at The Policy Group, who provided a comprehensive update on the political landscape in Washington and its implications for the poultry industry.

Richter posed a critical question to attendees: “Two years from now, will people be happy with the agenda … or not happy?” This inquiry reflected the uncertainties surrounding the incoming administration’s focus on key issues such as border security, immigration, tariff policies, deregulation, and legislative actions. He emphasized that stakeholders in the poultry sector should closely monitor these developments, as they could significantly impact the industry.

One notable concern addressed by Richter was the anticipated increase in worksite enforcement, particularly within the agricultural sector. He highlighted that the proposed rule concerning the Clean Water Act Effluent Limitations Guidelines and Standards for PFAS Manufacturers is currently pending, with a decision expected by August 2025. Additionally, he discussed the ongoing emissions modeling for animal agriculture, which is likely to affect compliance and operational costs for producers.

Following Richter’s address, Mark Jordan, executive director of LEAP Markets Analytics, provided an economic overview of the poultry market. Jordan reported that the per capita availability of red meat and poultry in the United States has reached record levels and continues to rise, primarily driven by an increase in broiler production. This trend indicates a growing demand for animal protein among consumers.

However, Jordan also warned of significant animal health threats that pose challenges to the industry. The risk of highly pathogenic avian influenza remains high, and if it continues to proliferate, it could lead to substantial declines in table egg production. Furthermore, he noted that other diseases, such as avian metapneumovirus, have negatively impacted the turkey sector, exacerbating demand challenges faced by producers.

In another segment of the forum, Wendy Reinhardt Kapsak, president and chief executive officer of the International Food Information Council, delivered an engaging presentation titled “Going the Distance: Engaging from Farm to Fork.” Reinhardt Kapsak’s insights underscored the evolving consumer landscape, particularly highlighting the significance of snacking. She noted that over 70% of Americans snack at least once a day, presenting a valuable opportunity for animal protein producers to innovate and cater to this growing trend.

Reinhardt Kapsak further explored the specific health benefits that different generational cohorts are seeking from their food choices. She indicated that Generation Z, Millennials, and Generation X are primarily focused on energy-boosting foods, while Baby Boomers tend to prioritize options that promote healthy aging. This generational distinction emphasizes the need for targeted marketing strategies that resonate with the diverse preferences of consumers.

A key takeaway from Reinhardt Kapsak’s presentation was the importance of trusted sources of information regarding food choices. She pointed out that healthcare professionals and registered dietitians are considered the most credible authorities when it comes to guidance on what to eat and avoid. This highlights the potential for collaboration between the poultry industry and health experts to promote the nutritional benefits of poultry products.

While health considerations are increasingly influencing consumer purchasing decisions, Reinhardt Kapsak observed that taste remains the top driver of food purchases, followed closely by price. This insight underscores the necessity for poultry producers to focus on delivering products that not only meet health standards but also satisfy consumer taste preferences.

In conclusion, the Poultry Market Intelligence Forum at IPPE 2025 provided valuable insights into the current and future landscape of the poultry industry. With political, economic, and consumer trends continuously evolving, it is essential for stakeholders to remain informed and adaptable. The discussions highlighted the importance of addressing animal health challenges, leveraging snacking trends, and understanding consumer preferences to ensure sustainable growth in the poultry sector.