Big investments for Respectful Eggs

Brand owner, Stonegate Farmers, is set to increase investment in the brand, which is the world’s first low-carbon supermarket eggs, with a £500,000 (US$980,000) marketing spend planned for 2008.

“Following its launch in June 2007, Respectful Eggs has enjoyed outstanding success with sales going from strength to strength, consistently outperforming the egg category,” says Richard Cannock, Sales Director at Stonegate. “Volume growth has been five times the rate of the market (10% vs 2%), which is a fantastic result after only 8 months trading with one SKU.”

“Respectful Eggs are at the forefront of the egg category,” Cannock continues, “in driving a strong environmental agenda. Having first trialled them in select ASDA stores they are now available in all stores as an alternative to standard free-range eggs without incurring a price premium.”

The Respectful Eggs brand also received the accolade of Award for Excellence in New at ASDA’s annual Celebration Dinner.

Emma Fox, Commercial Director for Food at ASDA: “This is the first time a commodity area supplier has won this award and it is a huge testament to Respectful Eggs, especially in the current economic climate. We are very proud at ASDA to be the first supermarket in the world to sell low carbon eggs for which shoppers don’t have to pay a price premium. A truly fantastic innovation in a commodity area, which proves sustainability can be affordable.”

Respectful Eggs are produced on farms powered by carbon-neutral, renewable energy sources such as wind turbines and solar panels. These methods reduce the amounts of carbon dioxide released into the atmosphere.