The session will feature two of America's prominent agriculture advocates: Matt Lohr, Commissioner of the Virginia Department of Agriculture and Consumer Services; and Trent Loos, commentator, author and rancher. They will respond to activist groups and their assault against the poultry industry and animal agriculture, and emphasise the importance of communicating the value and achievements of modern agriculture.

"The poultry industry and agriculture in general are under constant attack from animal rights groups, environmental activists and others who often don't understand or don't care about the facts," said programme chairman Pete Martin, Mar-Jac Poultry. "Modern farming practices and advances in technology continue to enhance the American farmer's ability to produce safe and affordable food while caring for their animals and protecting the environment. This programme will focus on the benefits of today's food production practices and why we must continue to tell our story," he said.

Another highlight of the programme will be 'Creating Magic in the Poultry & Egg Industry'. Lee Cockerell, retired executive vice president of operations for Walt Disney World Resort, will examine the difference between management and leadership, and explain how to set an organisation apart in the eyes of employees and customers.

Other education programmes will include the Poultry Market Intelligence Forum, Animal Agriculture Sustainability Summit, Hatchery-Breeder Clinic, Salmonella and Campylobacter Reduction Conference and other issue-specific workshops.

IPE 2011, the world's largest poultry industry event, is scheduled for 26 to 28 January at the Georgia World Congress Center in Atlanta.

The Education Program Committee included (seated from left): Scott Stillwell (Tyson Foods), Pete Martin, Bob Ford (North Carolina Poultry Federation), Shaleta Fuqua (Koch Foods), Mike Klun (Cargill), Larry Gandy; and (standing from left): Don Mabe (American Proteins, committee vice chairman), Bill Bradley (CCF Brands), Dr David Wicker (Fieldale Farms), Lyman Campbell Koch Foods of Alabama), Dr Don McIntyre (Hybrid Turkeys), Jerry Straughan (Cal-Maine Foods), Hobey Bauhan (Virginia Poultry Federation) and Dr Ron Prestage (Prestage Farms).