AEB Grows Egg Consumption

incredible news
Communicating the Value of Your Checkoff Dollars
JANUARY 2015
AEB Grows Egg Consumption
Consumer demand for eggs continued its
impressive growth in 2014. USDA reports that
Per Capita Egg Consumption grew to
260.7 in 2014, which is the highest in 30 years,
and marks the fifth consecutive year that egg
consumption has increased.
According to Nielsen, retail egg category sales
grew an incredible 11 percent or $550 million in
2014 to $5.5 billion. Unit volume sales (equivalized
dozens) were up 2 percent, growing by 54 million
dozens vs. 2013. The average price for a dozen
eggs averaged
$2.11 in 2014, up
17 cents from the
previous year.
Despite the
higher retail
prices, which
typically dampen
consumer
demand,
unit volume
increased. In fact,
the growth rate
for egg sales in
both dollars and
units were double
that of 2013.
The American
Egg Board
(AEB) has an extraordinary team
and their work has had a huge
effect on increasing egg and
egg product consumption and
demand. The Egg Product and
Consumer Marketing teams,
along with the strong program of
the Egg Nutrition Center, have
made major gains with the egg
producers’ investment into AEB.
All of AEB’s programs are recognized for being
exceptional, generating incredible results. AEB’s
award-winning marketing efforts, including
“Wake Up to Eggs” advertising, public relations,
social media and retail promotional efforts, also
played an important role in this success. Your
investment into AEB enables the success of this
national marketing — all of which drives demand
for eggs and egg products. Here is a look at a few
key results in 2014 that contributed to this growth.
continued on page 3 ....
American Egg Board
PO Box 738
1460 Renaissance Drive
Park Ridge, IL 60068
O 847.296.7043
F 847.296.7007
IncredibleEgg.org
AEB.org
Make it incredible!
DRIVING
DEMAND FOR
EGGS AND EGG
PRODUCTS
GEP Ambassadors Power Egg Content
The Good Egg Project (GEP) started working with online influencers in
2013. These partners help amplify AEB’s messages through their expertise
and readership. Initially, this program featured blogger partnerships, but
as online communities grow, AEB expanded its reach to a variety of online
influencers through their blogs and social media.
The 2014 GEP Ambassador program will continue in 2015. Each partner
was thoroughly vetted and selected based on audience size and influence.
As a result, AEB content and messages have kickstarted conversations
around egg-based recipes and the eggs’ journey from farm to table, a key
initiative of the GEP since its launch.
Additionally, AEB has:
• Engaged influencers to create content focusing on egg usage
and egg farmers.
• Highlighted eggs as a key ingredient in any household.
• Focused on social platforms beyond strictly blogs to reach a broader,
new audience.
In 2014, the program delivered more than 2.7 million total impressions,
which is a 167 percent increase in impressions over the 2013 Ambassador
Program that delivered more than 1.01 million impressions.
EGGsolutions
Hotline Rings On
AEB’s long-standing toll-free
EGGSolutions hotline number
previously answered by Dr. Glenn
Froning for the past 16+ years,
has been transferred to AEB’s office.
Food manufacturers and egg
processors looking for technical
egg information can still call
877.488.6143. Elisa Maloberti, AEB’s
Director of Egg Product Marketing,
will field all calls and route to the
appropriate industry eggspert for
reply.
Updated State Support Program
In 2015 for the state promotional funding AEB transitioned from an allocation to
a grant-based program. All states with production of 75,000 hens or more were
eligible to participate. The grant process is broken into two approval periods,
January through June, and July through December. Grant proposals for the first six
months of 2015 were due December 1, and for the remaining part of the year, due
June 1.
Each state promotional director or producer representative received with a list of
best practices and updated guidelines. Emphasis was placed on new, creative
ways to reach consumers. Each state was encouraged to submit a proposal based
upon the criteria given, and the proposals were evaluated by a panel.
The first round of grant proposals brought in submissions from 28 of the 36 eligible
states. Every state that submitted a proposal was awarded grant money.
Highlights of new programs that will be implemented this year include:
• Food Truck Egg Contest
• Egg Cooking contest for School Foodservice
• Selfies with the Giant Egg
• Sponsorship the “Fowl Line” during basketball games
• Eggtastic Breakfast Cart in schools
• King of the Kitchen Deviled Egg Contest
• Everything Easter Mall Promotion.
I N C R E D I B L E N E W S J A N U A R Y 2015
2
DRIVING
DEMAND FOR
EGGS AND EGG
PRODUCTS
B:8.625”
T:7.5”
S:7”
a d v er t i s em ent
Incredible edible easy
Easter eggs!
Let your child eggs-press her creativity this Easter
with egg decorating kits from PAAS.® Hard-boiling
eggs for decorating is convenient and simple too.
Hard-boiled eggs are the best to decorate (and hide).
Plus they’re delicious to eat!
1. Place eggs in saucepan large enough to hold them in single layer,
and cover with 1 inch of cold water. Bring to a boil. Remove from
burner and cover pan.
2. Let eggs stand in water for about 12 minutes for large eggs
(9 for medium; 15 for extra-large).
3. Drain and cool completely under cold running water or in bowl
of ice water, then refrigerate until you are ready to use.
Egg Decorating Kit Juego de decoración de huevos
IncredibleEgg.org
Eggs-tra Special Recipes
Turn those masterpieces into tasty treats with these recipes:
Easy Classic Deviled Eggs
ingredients:
6 hard-boiled eggs, peeled
Hard-Boiled Egg Dippers
ingredients:
4 hard-boiled eggs, peeled
1∕3 cup shredded taco-seasoned
cheese OR cheddar cheese
4 thin pretzel sticks or crisp
bread sticks
¼ cup mayonnaise
¼ cup refrigerated ranch or dill dip
¼ cup sour cream
Toppers: Bacon bits, finely chopped
carrots, finely chopped cucumber
3 Tbsp. minced green onions
1. Cut eggs lengthwise in half. Set aside whites. 2. Place yolks
in small bowl and mash with fork. Add cheese, mayonnaise,
sour cream and green onions; mix well. 3. Spoon 1 heaping
Tbsp. yolk mixture into each egg white half. Cover and
refrigerate to blend flavors.
1. Cut a small “x” in the larger end of each egg; insert a thin
bread or pretzel stick, being careful not to split the egg.
2. Serve the egg pops with your choice of dip and
favorite toppers.
Scan this page with your Mom+ app to watch a video on how to hard-boil an egg
Brought to you by America’s egg farmers.
CONSUMER MARKETING: With new
print ads, customized radio spots and
a robust online presence via digital
display, search and social media, the
Incredible Egg “Wake Up to Eggs”
national advertising and
marketing campaign
reached 93 percent of
AEB’s target audience at a
frequency of eight times.
THIS ADVERTISEMENT PREPARED BY
CLIENT: American Egg Board
PRODUCT: Egg
JOB#: AEGEGG-P30008
ART DIRECTOR: D. Fallon
The Wake Up to Eggs
ads appeared in top-tier
magazines such as Every
Day with Rachael Ray,
Food Network Magazine
and Men’s Health and
expanded its reach into
new health and lifestyle
magazines like Sports
Illustrated, Dr. Oz and Health. At the end
of 2014, more than 108 ads ran in
27 major food and lifestyle magazines
T:10.5”
(continued from page 1)
S:9.75”
AEB Grows Egg
Consumption
Artistic Eggs-pression
Select from a variety of PAAS® decorating kits and let your
child’s imagination run wild.
B:11.25”
AEB continued its tradition of supporting
the 136th White House Easter Egg
Roll by donating more than 14,000
hard-boiled and dyed eggs along with
volunteers’ hats and aprons featuring
the official White House Easter Egg
Roll logo. On the South Lawn, AEB’s
whimsical Hen to Home Experience
engaged the day’s 30,000 attendees.
An Eggs-cellent Start: Hard-boiling Eggs
Decorate eggs with your family for
EGG
an incredible PRODUCT
Easter. For fun decorating MARKETING: A new
tips visit www.incredibleegg.org
campaign featuring the tagline “REAL
Eggs make a REAL difference” debuted,
showcasing the functional attributes
of REAL egg ingredients. Advertising
also reminded product formulators that
REAL eggs have always been a simple
ingredient, in terms
of both usage and
their appearance on
ingredient statements.
200 FIFTH AVENUE NEW YORK, NY 10010
GREY WORLDWIDE
SIZE, SPACE: 7.5” x 10.5”, None
PUBS: Magazine
ISSUE: 2013
COPYWRITER: None
JOB #: AEGEGG-P30008
PROOF: 3
CLIENT: American Egg Board
OP: WB
SPACE/SIZE: B: 8.625” x 11.25” T: 7.5” x 10.5” S: 7” x 9.75”
LEGAL RELEASE STATUS
AD APPROVAL
Release has been obtained
DATE:
Legal Coord:
Acct Mgmt:
Print Prod:
Art Director:
Proofreader:
Copywriter:
Studio:
EGG NUTRITION
CENTER: Work by
researchers conducting
ENC-funded studies
continued throughout
the year. ENC’s robust
TAKING BACK EASTER: From
hard-boiling to egg decorating to
recipe ideas, AEB gave the season’s
cherished hallmark an on-trend update.
AEB encouraged consumers to
purchase an extra dozen eggs this
Easter — one for eating and one
for hard-boiling and decorating.
This strategy was leveraged by
creating and implementing a fully
integrated marketing campaign through
advertising, shopper marketing and
traditional and social media.
research pipeline translated to a record
number of published studies. Throughout
the year, ENC reached health
professionals, capitalizing on the protein
trend at numerous in-person events.
I N C R E D I B L E N E W S J A N U A R Y 2015
3
Incredible Egg Holiday
Program Makes Baking
Bright!
Holiday Impressions Breakout By Category FOODSERVICE: Efforts related to National Accounts,
Incredible Breakfast Trends, Breakfast Beat newsletter,
School Foodservice and Foodservice Distributors promoted
eggs within this channel. Eggs remain an important
component of away-from-home breakfast. AEB’s School
Foodservice program grew throughout the year. The new
recipes and supporting materials for EggPops reached 85
percent of the top 500 school districts in the United States.
EXPORT: USAPEEC leveraged AEB’s funding to promote
the Incredible Edible Egg internationally. AEB’s materials
were translated into different language including Spanish,
Arabic and others. As a result of 40 trade visits in Mexico,
an additional 12 companies are importing into the country.
RETAIL: One approach is through major partnership
promotions with
complementary brands.
These promotions feature
a consumer offer to
incentivize incremental
egg purchases. These
partnerships help extend
the reach and impact of
AEB’s promotional efforts,
while also sharing the
costs.
AEB is working hard to
continue building on this
upward momentum
in 2015.
Overall, 2014 impressions were four times greater than
2013, suggesting that a combination of both social and
traditional media work hand-in-hand to increase reach
new audiences. In fact, a more robust social program
supplemented with key partners in 2014 brought in nearly
half of the overall media impressions. Key partnerships also
accounted for 98 percent of social media impressions due
to their ability to reach large, loyal audiences with Incredible
Egg content.
Additionally, 223 million dozen eggs were sold in the four
weeks ending on December 20, and dollar sales increased
six percent (or $509 million) vs. 2013.
Following is an at-a-glance look at the Incredible Egg 2014
Holiday Program results by the numbers:
• 168,000,000
• 101,500,000
• 67,00,000
• 66,000,000
Total Program Impressions
Traditional Media impressions
Total Social Media Impressions
Influencer Partnership Impressions.
2014 Vs. 2013 Holiday Impressions Millions GOOD EGG PROJECT: In partnership with NBC Universal,
AEB reached TV viewers in Boston, Atlanta, Houston,
Detroit, Seattle, Phoenix, Tampa and Minneapolis-St. Paul
with the results of the 50-Year Environmental Footprint
Study. The third annual Virtual Farm Field Trip also became
Discovery Education’s most popular field of all time. AEB
positioned itself as the EGGucation Expert by partnering
with well-known educational experts to create Common
Core-aligned lesson plans and materials.
During the holidays, the
Incredible Egg reminded
Social consumers about the
Media Coverage importance of picking up
Tradi3onal 40% an extra dozen eggs to
Media Coverage be prepared for anything.
60% New recipes and point of
sale initiatives ushered in the
season, while a mix of online
partnerships with popular influencers on Facebook, Twitter,
Pinterest, YouTube and Instagram kept egg messaging front
and center. By the end of the two-month campaign, visions
of holiday baking successfully danced in everyone’s heads.
180 160 140 120 100 80 60 40 20 0 2014 Tradi-onal and Social Impressions 2013 Tradi-onal and Social Impressions 2014 Tradi-onal and Social Impressions 2013 Tradi-onal and Social Impressions I N C R E D I B L E N E W S J A N U A R Y 2015
4
2014 ENC-Funded Published Studies
Annually, ENC funds nutrition-related research that has yielded a robust
research pipeline of studies that are heading toward publication. Once
published, these studies enhance AEB’s marketing messages. Last year,
10 ENC-funded research studies were published.
• Egg consumption and cardiovascular disease among diabetic individuals:
a systematic review of the literature. Diabetes, Metabolic Syndrome and
Obesity: Targets and Therapy –Dr. Nga Tran/Exponent
• A randomized trial to manipulate the quality instead of quantity of dietary
proteins to influence the markers of satiety. Journal of Diabetes its
Complications –Dr. Nikhil Dhurandhar/Pennington Biomedical
• Egg n-3 fatty acid composition modulates biomarkers of choline metabolism
in free-living lacto-ovo-vegetarian women of reproductive age. Journal of the
Academy of Nutrition and Dietetics –Dr. Marie Caudill/Cornell University
• Effect of egg ingestion on TMAO production in humans: a randomized
controlled dose-response. The American Journal of Clinical Nutrition
–Dr. Steven Zeisel/University of North Carolina
• Egg intake during carbohydrate restriction alters peripheral blood
mononuclear cell inflammation and cholesterol homeostasis in metabolic
syndrome. Nutrients –Dr. Maria Luz-Fernandez/University of Connecticut
• Diets higher in protein predict lower high blood pressure risk in Framingham
Offspring Study adults. American Journal of Hypertension
–Dr. Lynn Moore/Boston University
• A randomized crossover, pilot study examining the effects of a normal
protein vs. high protein breakfast on food cravings and reward signals
in overweight/obese “breakfast skipping,” late-adolescent girls. Nutrition
Journal –Dr. Heather Leidy/University of Missouri
• Effects of step-wise increases in dietary carbohydrate on circulating
saturated fatty acids and palmitoleic acid in adults with metabolic syndrome.
PLoS ONE –Dr. Jeff Volek/University of Connecticut
• Effect of 6-weeks of sprint interval training and nutrition meetings on mood
and perceived health in women at-risk for metabolic syndrome. American
Journal of Physiology –Dr. Ellen Evans/University of Georgia
• Effects of egg ingestion on endothelial function in adults with coronary artery
disease: a randomized, controlled, crossover trial. American Heart Journal
(In press) –Dr. David Katz/Yale Griffin Hospital
Applications for 2015 research grants are currently being accepted.
I N C R E D I B L E N E W S J A N U A R Y 2015
5
American Egg Board
PO Box 738
Park Ridge, IL 60068
O 847.296.7043
F 847.296.7007
IncredibleEgg.org
AEB.org
Make it incredible!
Your AEB Staff, Giving Back this Holiday Season
For the third year, the AEB staff
took turns as Salvation Army Bell
Ringers within Park Ridge. This
year’s location was the best yet
with an increase in foot traffic and
donations.
The staff also participated in a
holiday toy drive through Toys for
Tots and food drive for the local
food pantry. Both were supported
with the fines and mulligan sales
collected the Board Meetings
throughout the year. A $1,000
donation, raised through industry
contributions at Board Meetings,
was also made to support cancer
research in honor of AEB’s
Mia Roberts.
There was room for incredible fun
through at AEB’s office during the
holidays. The staff participated in
a Holiday Pie Throw Down before
Thanksgiving and a December
Cookie Exchange.