Poultry International - January 2020 - 30

30 ❙ PoultryInternational

Guest editorial

by

Vincent Guyonnet, DVM, Ph.D.

Egg associations key for
sector's sustainable growth
National producers' associations do far more than conduct marketing
campaigns; their support is essential for the egg industry's success.

A

t the recent International Egg Commission
Global Leadership Conference in Denmark,
the National Federation of Poultry Farmers
of Colombia (FENAVI) was presented with the Golden
Egg Award in recognition of the best marketing and
promotional campaign to raise egg consumption.
With financing provided by all producers, FENAVI
was able to design impactful marketing activities
with an increase in annual consumption of 95 eggs
per person between 2008 and 2018. This represents a
48% increase in a country where many other animalsourced food options are available. Many can only
dream of such a boost in consumption.  

Gonzalo Moreno, FENAVI executive president,
receiving the IEC's Golden Egg Award, presented
for the best egg marketing and promotional
campaign. Courtesy International Egg Commission

Know your market

Inform and educate

While raising national egg consumption is one of the
most visible deliverables of national producers' associations, their role extends far beyond promotional
activities and includes market research.
The success of the Colombian campaign was due to
an in-depth knowledge of consumers, their needs and
desires. With this information at its disposal, FENAVI
was able to target key segments of the population, for
example families with young children, busy millennials and people seeking a healthy lifestyle, with wellcrafted, simple messages. 

In a number of countries, governments do not have
specific regulations regarding layer health and welfare,
and producers' associations have been instrumental in
developing science-based codes using the best knowledge and experience available. 
The recent revision of the layer code of practice in
Canada involved a range of stakeholders, including
farmers representing the association Egg Farmers of
Canada, veterinarians, academia, government, nongovernmental organizations, food service and retailers. 
When adopted by all producers, these codes of

Egg sector must play greater role in consumer education:
www.WATTAgNet.com/articles/38964
www.WATTAgNet.com ❙ January 2020


http://www.WATTAgNet.com/articles/38964 http://www.WATTAgNet.com

Poultry International - January 2020

Table of Contents for the Digital Edition of Poultry International - January 2020

Poultry International - January 2020
Contents
Editor’s Comment
WATTAgNet.com
ASF drives global poultry market in 2020
US could find $1 billion market in China
PEAL succeeds as Rwanda’s first integrated poultry farm
Rwanda plans significant increase in chicken, egg output
Indian poultry to gain from food sector modernization
European Reference Center for poultry in operation
Mediterranean poultry: Solutions for everyone in Córdoba
Egg associations key for sector’s sustainable growth
Gen Z moms will dig deeper for information on chicken
Feed additives that will succeed in 2020 and beyond
Poultry processing staff key to cost and loss control
Products
Marketplace
Advertisers’ Index
Poultry International - January 2020 - CT1
Poultry International - January 2020 - CT2
Poultry International - January 2020 - Poultry International - January 2020
Poultry International - January 2020 - Cover2
Poultry International - January 2020 - Contents
Poultry International - January 2020 - Editor’s Comment
Poultry International - January 2020 - 3
Poultry International - January 2020 - 4
Poultry International - January 2020 - WATTAgNet.com
Poultry International - January 2020 - ASF drives global poultry market in 2020
Poultry International - January 2020 - 7
Poultry International - January 2020 - 8
Poultry International - January 2020 - 9
Poultry International - January 2020 - US could find $1 billion market in China
Poultry International - January 2020 - 11
Poultry International - January 2020 - 12
Poultry International - January 2020 - 13
Poultry International - January 2020 - PEAL succeeds as Rwanda’s first integrated poultry farm
Poultry International - January 2020 - 15
Poultry International - January 2020 - 16
Poultry International - January 2020 - 17
Poultry International - January 2020 - Rwanda plans significant increase in chicken, egg output
Poultry International - January 2020 - 19
Poultry International - January 2020 - Indian poultry to gain from food sector modernization
Poultry International - January 2020 - 21
Poultry International - January 2020 - 22
Poultry International - January 2020 - 23
Poultry International - January 2020 - European Reference Center for poultry in operation
Poultry International - January 2020 - 25
Poultry International - January 2020 - Mediterranean poultry: Solutions for everyone in Córdoba
Poultry International - January 2020 - 27
Poultry International - January 2020 - 28
Poultry International - January 2020 - 29
Poultry International - January 2020 - Egg associations key for sector’s sustainable growth
Poultry International - January 2020 - 31
Poultry International - January 2020 - Gen Z moms will dig deeper for information on chicken
Poultry International - January 2020 - 33
Poultry International - January 2020 - Feed additives that will succeed in 2020 and beyond
Poultry International - January 2020 - 35
Poultry International - January 2020 - 36
Poultry International - January 2020 - 37
Poultry International - January 2020 - Poultry processing staff key to cost and loss control
Poultry International - January 2020 - 39
Poultry International - January 2020 - 40
Poultry International - January 2020 - 41
Poultry International - January 2020 - Products
Poultry International - January 2020 - 43
Poultry International - January 2020 - Advertisers’ Index
Poultry International - January 2020 - Cover3
Poultry International - January 2020 - Cover4
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