Egg Industry - June 2018 - 11
EggIndustry ❙ 11
6 ways egg producers can win
consumer's trust: www.WATTAgNet.
retailers feel pressure because they want to provide
a product to the consumers at a price they are willing to pay while still being able to capture a premium.
Pilot project of unified voice protocol
As a result of those pressures, FMI created the unified voice protocol to discuss their position of these
values for strength in numbers and a more unified voice.
This protocol includes issue identification and prioritization, establishing issue coalitions/project collaborators,
data analysis and research, and outreach and education.
FMI chose to look at cage-free eggs and slow-growing chickens as the pilot projects to its unified voice
protocol. The objective was to determine consumers'
knowledge about cage-free eggs and slow-growth broilers, beliefs about the adoption of cage-free eggs and
slow-growth broilers on animal welfare, retail prices,
producer profits, environmental impacts and the trade-
offs among these issues. They also wanted to find the
consumers' willingness to pay for cage-free and slowgrowth attributes relative to alternative options.
Cage-free eggs study
In March 2018, U.S. cage-free eggs were about 20
cents an egg, or $2.40 a dozen, compared with conventional eggs that were about 12 cents each, or $1.44 a
dozen. These numbers are important when analyzing the
findings of the study.
The method was an online survey of more than 2,000
U.S. egg consumers. Individuals surveyed were asked
questions related to egg consumption, general beliefs, egg
choice and beliefs about egg labels. The control group
wasn't given added information about the egg industry,
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June 2018 ❙ www.WATTAgNet.com