Egg Industry - December 2008

a decade-long trend to combining poultry science departments with dairy and animal science disciplines and with radical changes in the curricula of Land Grant institutions in the United States.

Eggs prevent macular degeneration

Dr. Don McNamara of the American Egg Board emphasized the beneficial nutritional attributes of eggs. He emphasized the importance of lutein content of eggs to prevent macular degeneration of the retina, a major cause of blindness in the elderly.

He also emphasized the role of eggs as a valuable dietary source of both omega- 3 fatty acids and folic acid which are critical to fetal development and are involved in lowering the risk of cardiovas-

For further coverage of IEC’s
egg processing presentation:
http://www.WATTpoultry.com/
0811EGGiecprocessing.aspx

cular disease. The potential for specialty eggs for specific demographics such as pregnant women, athletes, seniors and for weight control was noted.

Branding generates return

Branding was reviewed by Ronald Driesen, an expert in the field of consumer motivation and market strategy. Brands set companies apart from their competitors but building a brand requires both time and investment in promotion. To be effective a brand must offer perceived benefits, be consistent in quality and must be distinguished from competitive products.

It is noted that during the past 10 years, one national brand has emerged in the United States based on intensive marketing with a unique franchise agreement dictating high standards of management, a patented additive, and product presentation and quality. Although specialty eggs cost more than generics to produce, pack and market, the premium generates an incremental return especially during periods of over-production, compensating for additional production and marketing costs.

IEC identifies trends

Although the United States is the second largest egg-producing nation in the world, the activities of the IEC have minimal influence on domestic production. Exports of shell eggs represent less than 1% of production although egg products may contribute to short term stabilization of the market and may indirectly benefit producers.

The value of the IEC to the United States is an opportunity to review trends in world production, to evaluate marketing programs and concepts which may be adapted to the domestic industry. EI