ATLANTA — As part of the 2025 International Production & Processing Expo (IPPE), the Poultry Market Intelligence Forum, sponsored by the US Poultry & Egg Association (USPOULTRY), featured guest speaker Christian Richter, principal with The Policy Group, who provided a Washington update.

“Two years from now, will people be happy with the agenda … or not happy?” he asked, referring to the new administration’s focus on border security and immigration, tariff policy, deregulation and defunding, and legislation.

Also to be expected is more worksite enforcement, especially in agriculture, Richter said. The proposed rule Clean Water Act Effluent Limitations Guidelines and Standards for PFAS Manufacturers Under the Organic Chemicals, Plastics and Synthetic Fibers Point Source Category is pending until August 2025, as well as emissions modeling for animal agriculture.

Mark Jordan, executive director for LEAP Markets Analytics, also spoke at the Poultry Market Intelligence Forum to give an economic update. He reported that the US per capita availability of red meat and poultry is at a record high and climbing. Supplies of animal protein per capita in the United States are growing, led by broilers.

However, the current animal health threat is higher than at any point in recent history, Jordan said. He indicated that if highly pathogenic avian influenza does not slow down, table egg production could decrease considerably. Other diseases like avian metapneumovirus have impacted the turkey industry, as well as demand challenges.

In another segment of the forum, Wendy Reinhardt Kapsak, president and chief executive officer of International Food Information Council, presented “Going the Distance: Engaging from Farm to Fork.” In her talk, Reinhardt Kapsak noted that over 70% of Americans snack at least once a day. She encouraged IPPE attendees that “snacking may replace a meal, so this is a good opportunity for animal protein producers.”

Reinhardt Kapsak also broke down which health benefits from food different generations are seeking out. Gen Z, Millennials and Gen X are looking for energy, while Boomers are seeking foods for healthy aging.

“Healthcare professionals and registered dietitians are the most trusted sources for foods to eat and avoid,” she pointed out.

While health is key to the consumer’s wallet, Reinhardt Kapsak observed that taste is the top purchasing driver, followed by price.