New plans include a quarterly online partnership with a foodservice operator. KFC will be the first partner and will be featured on the eatchicken.com website in a "Showcase of Chicken". Here, there will be KFC recipes, new menu additions and an "ask the chef" section where consumers can directly pose questions to a KFC corporate chef.

Additionally, NCC will partner with Minneapolis-based General Mills for a new coupon promotion taking place in September.

More than 10 million coupons for "$1 off the price" will be featured on packages of certain dishes when bought with chicken. This will run from September through December.

Those joining the coupon effort include Pilgrim's Pride, Sanderson Farms, Mountaire Farms, Gold'n Plump Poultry, Foster Farms, Allen Family Foods, Claxton Poultry, Amick Farms.