Poultry International - July 2018 - 10
10 ❙ PoultryInternational
How egg marketing campaigns
Repositioning eggs from being a commodity through careful branding
and positioning has been proven to raise sales and consumption.
DR. VINCENT GUYONNET
With global egg production growing by 27.5 percent
between 2006 and 2016 - surpassed only by aquaculture (+72.9 percent) and chicken meat (+47.3 percent)
- one may wonder whether it is really
necessary to market eggs. Are they not simply a commodity product that everyone is
familiar with and has in their kitchens?
Traditionally, eggs were, indeed, a commodity food, where the only variety offered to consumers, and this not even in all
the countries, was the color of the shell.
Egg marketing only truly started
when the sector had to defend itself
against erroneous reports in the mid-1980s that egg
consumption had a negative effect on cardiovascular
The egg was under attack by the medical profession, and other foods took advantage of its demise as
the "king of breakfast."
It was almost back to basics for the egg sector,
which had to invest significant time and effort in better
communicating with the medical profession, dietitians
and consumers. It had to spell out the great nutritional
value of eggs, the importance of quality proteins and
their high content and bioavailability of certain vitamins and minerals.
Eggs are now back in our healthy, balanced diets
after the scientific report of the 2015 dietary guidelines advisory committee in the
U.S. stated that cholesterol was not a nutrient
of concern arising from overconsumption,
and that eggs as nutrient-dense food provide
substantial amounts of vitamins and minerals (micronutrients).
Generic marketing of eggs is one of the key roles
of national egg producer organizations. The pooling of
resources from producers - otherwise competitors -
allowing for broad and impactful marketing campaigns.
These campaigns usually target two different consumer types - non-consumers and current egg consumers - but do they really work?
Careful branding can help to achieve shelf
stand-out, raising purchases and boosting
consumption. | Dr. Vincent Guyonnet
Read more: Eggs provide poverty alleviation
in developing countries,
www.WATTAgNet.com ❙ July 2018