Thanksgiving isn't just a day to celebrate the harvest of the Pilgrims who landed on Plymouth Rock centuries ago. It's also a day that Butterball CEO Kerry Doughty refers to as his company's Super Bowl.
Still, Doughty acknowledges this isn't your grandfather's family celebration anymore.
"While there [are] still nostalgic Thanksgiving meals, preparations now include smoking, brining and deep frying, which we haven't seen in the past," Doughty told CNBC in an interview. In keeping with the digital age, the company provides a step-by-step manual for some of these techniques online.
What hasn't changed, however, is that Butterball remains smack in the middle of the annual turkey extravaganza. The company claims 1 out of every 4 Thanksgiving turkeys are theirs, but Doughty actually considers the poultry a loss leader. He believes grocery stores lure shoppers in with low turkey prices to push other baskets of goods.