Poultry International - September 2019 - 11

PoultryInternational ❙ 11

media platforms - roughly 42% of the world population
- spending a little over two hours daily on social media. 
If you are still unconvinced of social media's power,
consider this recent example: This year, an Instagram
campaign to raise mental health awareness and showing
nothing more than an egg achieved more than 50 million
likes, the highest number ever on the platform. This is the
true power of social media activism, where your company's image can be shaped by others - especially if you
are not present.
The challenges with digital marketing to Gen Z are
numerous. First, we must be present on social media and
meet Gen Z where they "live." We must attract their attention, engage and interest them, but we can also leverage
their creativity. Gen Z can generate content for our businesses and create buzz for us.
A PC-based website is no longer enough; digital
marketing must be based on mobile connectivity. We
must treat these platforms individually,
using the full potential of custommade features. The focus should be on
experiences, and less on products or
brands. Finally, highlight your business's
core values as Gen Z care a lot about them. 

Interaction
More as a revolution than an evolution, digital marketing
has truly changed the retail model. Before digital
marketing, the model was linear, with retailers alone
being able to interact with consumers. Using the full
potential of digital technologies, we now have the opportunity to directly engage with consumers. This revolution
offers producers and processors an opportunity to counteract large retailers' overwhelming power.
Digital marketing is a win-win for all. For poultry and
egg farmers, processors and retailers, it is an opportunity
for value creation through automation of services and
savings, individualization with customized and personalized marketing, constant connection and interaction with

consumers with the chance to deliver timely and relevant
information to them. For consumers, digital marketing
provides benefits such as convenience, relevance of information provided, desired experiences, a sense of empowerment and also some financial savings. Yet despite digital
marketing having much to offer, food sector companies
lag behind those in the information technology, telecommunications and banking sectors in terms of digital
marketing engagement. 

Tales to tell
Considering the desire of Gen Z to "do good," the poultry
sector and its companies must use digital marketing to
convey its positive impact. 
Globally, Gen Z (and millennials) are truly disconnected
from the rural environment. Most Gen Z live in large cities
and we must find innovative ways to bring the farms to them,
reinforcing our position as a sector with nothing to hide. 

Mixed prospects for Middle East's
poultry sector: www.WATTAgNet.com/
articles/33634
Younger generations care about the environment
and the sustainability of food production. The poultry
sector has an excellent story to communicate with eggs
and broilers having the lowest level of greenhouse gas
emissions per kilogram of animal protein produced,
offering great nutritious products with the lowest
impact on our planet. 
The choice we make in terms of packaging materials
send clear messages to Gen Z consumers about our true
commitment to the environment. For Gen Z, the keywords
these days are recycle, reduce and reuse.
Digital marketing will also help us attract the younger
generation to the poultry sector and remain committed to
producing healthy animal proteins in the most sustainable manner. ■

Vincent Guyonnet, DVM, Ph.D., is a consultant to the poultry sector with a focus on international development.
September 2019 ❙ www.WATTAgNet.com


http://www.WATTAgNet.com/articles/33634 http://www.WATTAgNet.com/articles/33634 http://www.WATTAgNet.com

Poultry International - September 2019

Table of Contents for the Digital Edition of Poultry International - September 2019

Poultry International - September 2019
Contents
Editor’s Comment
Italy’s poultry producers saw mixed results in 2018
Marketing poultry products to younger generations
African poultry health scheme aiding women, society
Poultry Africa 2019 to address rapidly changing consumption
Why providing choices is key for poultry breeders
Cobb’s New Zealand facility now serving Asia-Pacific
Blockchain technology has big potential beyond transparency
7 cage-free layer nutrition issues that require attention
Processing considerations key to poultry meat quality
Products
Advertisers’ Index
Marketplace
Poultry International - September 2019 - CT1
Poultry International - September 2019 - CT2
Poultry International - September 2019 - Poultry International - September 2019
Poultry International - September 2019 - Cover2
Poultry International - September 2019 - CT3
Poultry International - September 2019 - CT4
Poultry International - September 2019 - Contents
Poultry International - September 2019 - Editor’s Comment
Poultry International - September 2019 - 3
Poultry International - September 2019 - Italy’s poultry producers saw mixed results in 2018
Poultry International - September 2019 - 5
Poultry International - September 2019 - 6
Poultry International - September 2019 - 7
Poultry International - September 2019 - Marketing poultry products to younger generations
Poultry International - September 2019 - 9
Poultry International - September 2019 - 10
Poultry International - September 2019 - 11
Poultry International - September 2019 - African poultry health scheme aiding women, society
Poultry International - September 2019 - 13
Poultry International - September 2019 - Poultry Africa 2019 to address rapidly changing consumption
Poultry International - September 2019 - 15
Poultry International - September 2019 - 16
Poultry International - September 2019 - 17
Poultry International - September 2019 - Why providing choices is key for poultry breeders
Poultry International - September 2019 - 19
Poultry International - September 2019 - Cobb’s New Zealand facility now serving Asia-Pacific
Poultry International - September 2019 - 21
Poultry International - September 2019 - 22
Poultry International - September 2019 - 23
Poultry International - September 2019 - Blockchain technology has big potential beyond transparency
Poultry International - September 2019 - 25
Poultry International - September 2019 - 26
Poultry International - September 2019 - 27
Poultry International - September 2019 - 7 cage-free layer nutrition issues that require attention
Poultry International - September 2019 - 29
Poultry International - September 2019 - 30
Poultry International - September 2019 - 31
Poultry International - September 2019 - Processing considerations key to poultry meat quality
Poultry International - September 2019 - 33
Poultry International - September 2019 - 34
Poultry International - September 2019 - Products
Poultry International - September 2019 - Marketplace
Poultry International - September 2019 - Cover3
Poultry International - September 2019 - Cover4
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