Delmarva’s leading organization that represents chicken farmers, chicken companies and allied businesses has rebranded under a new logo and brand identity: Delmarva Chicken Association.
Previously known as Delmarva Poultry Industry Inc., the organization, which was founded nearly 75 years ago, has been focused on updating its brand to better reflect its mission for consumers who are curious about 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,” says Holly Porter, executive director of Delmarva Chicken Association. “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.”
The new logo is a blue-and-yellow circular seal, encircling a sunburst and a mature broiler chicken representative of those grown on Delmarva. To provide continuity, a transitional bar highlights that the organization was established in 1948. The colors and fonts in the logo, which echo in a more modern way to the association’s earliest colors, will be used across all the organization’s communications.
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.
Since its inception immediately after World War II, 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.