The Brazilian poultry chain has been intensely restructured during the last few years to remain competitive in the internal and external markets. Analysis of all the chain levels indicates that the processing segment is characterized by an intense innovation process, in both its product and its processes, resulting in new and improved products and even more automated manufacturing processes. In this context, the poultry processing companies have developed strategies resulting in innovations in the product presentation for the internal consumer, access to new niches in the internal market and adaptations to the demands of the international market. This paper aims to demonstrate the strategies adopted by companies, national and foreign, that are a link in the Brazilian poultry chain. The theoretical bases are marketing and differentiation theory, and industrial organization and productive diversification theory. Some innovation concepts are discussed to understand the innovation dynamics managed by these companies in the processing segment.