Poultry International - July 2018 - 13
PoultryInternational ❙ 13
HOW EGG MARKETING CAMPAIGNS INCREASE CONSUMPTION
Between 2009 and 2017, FENAVI, the national producer organization in Colombia, developed a series of
campaigns promoting eggs as healthy, tasty and simple
to prepare. Overall, egg consumption increased by 26
percent - or by 56 more eggs per person, per year.
In 2017, 49 percent of the Colombian population consumed eggs daily, and 56 percent of these consumers
reported eating at least two eggs per meal opportunity.
In Argentina, where beef is the king of animal
protein with the second highest per capita annual
consumption in the world (54 kilograms), CAPIA, the
national producer organization, developed a campaign
targeting the snack food segment. Comparing an egg to
an apple or yogurt, favorite snack foods, egg consumption increased by 16 percent over only two years.
In Germany, the painting or dying of eggs in bright
colors with attractive designs for the Easter season has
developed into a year-round offering, contributing to a 10
percent increase in consumption between 2010 and 2016.
Brand marketing is now common for eggs as consumers are offered a wide variety of choices. These may range
from the choice of natural shell color, to nutritional content
- eggs enhanced with higher level of vitamin A, vitamin
E, folate, selenium, lutein, omega-3 fatty acids such as
DHA, to those from hens fed a strict vegetarian diet, to
eggs produced locally. Marketing has become the means
to differentiate a brand from those of competitors.
Packaging materials have also improved tremendously in quality, and the designs on egg cartons are
carefully crafted and tested as they must make an
impact on the consumers, often women with young
children, within a few seconds as they walk past the egg
Dr. Vincent Guyonnet is a consultant to the poultry
sector with a focus on international development.
Poultry growers, processors, and
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B U I L D I N G O N
D I A M O N D V
July 2018 ❙ www.WATTAgNet.com
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