Egg Industry - January 2020 - 20

20 ❙ EggIndustry

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

Egg Industry - January 2020

Table of Contents for the Digital Edition of Egg Industry - January 2020

Egg Industry - January 2020
In ovo sex sorting system contest enters next phase
New methods for sanitizing and pasteurizing shell eggs
Iowa organic egg company produces on small farms
Egg associations key for sector's sustainable growth
Egg Industry - January 2020 - CT1
Egg Industry - January 2020 - CT2
Egg Industry - January 2020 - Egg Industry - January 2020
Egg Industry - January 2020 - Cover2
Egg Industry - January 2020 - 3
Egg Industry - January 2020 - 4
Egg Industry - January 2020 - 5
Egg Industry - January 2020 - In ovo sex sorting system contest enters next phase
Egg Industry - January 2020 - 7
Egg Industry - January 2020 - 8
Egg Industry - January 2020 - 9
Egg Industry - January 2020 - 10
Egg Industry - January 2020 - 11
Egg Industry - January 2020 - New methods for sanitizing and pasteurizing shell eggs
Egg Industry - January 2020 - 13
Egg Industry - January 2020 - Iowa organic egg company produces on small farms
Egg Industry - January 2020 - 15
Egg Industry - January 2020 - 16
Egg Industry - January 2020 - 17
Egg Industry - January 2020 - 18
Egg Industry - January 2020 - 19
Egg Industry - January 2020 - Egg associations key for sector's sustainable growth
Egg Industry - January 2020 - 21
Egg Industry - January 2020 - 22
Egg Industry - January 2020 - Cover3
Egg Industry - January 2020 - Cover4
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