Delmarva Poultry Industry is now known as Delmarva Chicken Association.
“After months of research and planning, we are excited to reveal our new name – Delmarva Chicken Association – and logo,” said Dale Cook, president of the Board of Directors. “Becoming the Delmarva Chicken Association clarifies our pride in who we are, what we raise and produce, and the values we stand for as one of the largest chicken communities in the country.”
The organization, founded nearly 75 years ago to promote the industry.
The industry has been fighting the perception that production has expanded rapidly. Broiler chicken production growth has been modest, with the industry advising growers to be good neighbors through buffers and other methods.
.“The idea to reposition began with the strategic plan we completed at the end of 2018,” said Delmarva Chicken Association Executive Director Holly Porter. “We learned in that process that in order to grow and stay relevant, we needed to make clear we are the region’s representative of all things chicken, and then we needed to find a better way to convey that to all of our audiences. This new brand identity is an exciting tool to help us to do that.”
“We have spent the last few months working to reach this moment, but it’s a start, not an end,” said James Fisher, communications manager for the Delmarva Chicken Association. “We’re updating our website, newsletter, digital communications, and social media, and there is much more to come.”
Founded in 1948 as Delmarva Chicken Festival, Inc., and known since 1955 as Delmarva Poultry Industry, Inc., the organization was created to promote chicken sales, encourage the development of breeding, and organize an annual chicken cooking festival.
The more than 1,600-member trade association has expanded to welcome grain farmers, growers and allied businesses that support the chicken industry in Delaware, Maryland and Virginia’s Eastern Shore.
“We have come a long way from those early days. In 2019, the Delmarva chicken industry produced 609 million chickens and generated $3.5 billion in revenue,” said Porter. “As an industry we have become more sophisticated and more engaged, and we look forward to meeting the needs of our members – and their customers and consumers – in the coming years.”
The brand was developed in partnership with a.s.a.p.r. Ink of Lewes and Rus Design of Parsonsburg, MD.