December 3, 2020

 

Delmarva Poultry unveils new name and new logo

 

Delmarva Poultry Industry (DPI), a  1,600-member trade association that represents US meat chicken industries in Delaware, the Eastern Shore of Maryland and Virginia's Eastern Shore, announced a rebranding that includes a new logo and a name change to Delmarva Chicken Association (DCA).

 

DPI announced on November 12 during a virtual press conference that the change was meant to bring the organisation representing poultry companies, farmers and growers all over Delmarva more in line with modern agriculture. The logo is replaced with a new blue and yellow logo surrounding a broiler chicken.

 

Holly Porter, executive director of Delmarva Chicken Association, explained that yellow represents the sunrise with the chicken facing toward the future, and the blue and the yellow showing a bridge between the old and the new.

 

DPI officials felt it was time to update the image and look of the organisation in this era when farming is often identified with precision agriculture, robotics and drones.

 

"After months of research and planning, we are excited to reveal our new name, Delmarva Chicken Association, and a new logo. 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," said Dale Cooke, president of the board of directors.

 

Founded in 1948, DPI has been focused in updating its brand to better reflect its mission for consumers who are curious of where their chicken comes from, and to provide a connection to new chicken growers, allied businesses, industry professionals and other key stakeholders.

 

"The idea to reposition began with the strategic plan we completed at the end of 2018," said 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."

 

Porter said the new name reflects that the association represents many individual growers and poultry companies.

 

"We hope it is a positive affirmation for moving forward," Porter said. "Our organisation continues to adapt. We want to make sure we are relevant."

 

Porter said the DCA is like a three-legged stool representing five poultry companies, thousands of poultry growers and the grain farmers who produce much of the food for the birds grown every year.

 

In 2019, DCA said the chicken industry produced 609 million chickens on Delmarva farms and generated US$3.5 billion in value.

 

 - Lancaster Farming