The Happy Egg Company is one of the UK's largest free-range egg brands. Originally set up in January 2009 by Noble Foods, the brand's annual turnover for 2013 was close to £75 million.
The brand philosophy is to put the welfare of their hens first and the company claim to operate above established free-range egg production standards. However, this is not without dispute. The company's farms have 20% tree coverage and assorted environmental enhancements.
The brand launched in the US in October 2012. In January 2015, the American Humane Association announced that the company is the first egg producer to receive humane certification.
There has been some concern about how the company sources its eggs.
Video The Happy Egg Company
History
- January 2009 - Date of company setup.
- July 2011 - Company is awarded The Good Egg Award from Compassion in World Farming.
- September 2012 - Company is awarded a second The Good Egg Award from Compassion in World Farming.
- October 2012 - Brand launches in US.
- February 2014 - Announcement of one million packs sold in the US.
- September 2014 - Happy Egg US wins Golden Egg Award at 50th International Egg Commission Conference.
- October 2014 - Announcement of Happy Egg US reaching $10 million brand value.
Maps The Happy Egg Company
Operations
The company operations in the UK are managed from Lincolnshire. Currently, the company operates over 100 farms across England, Wales and Scotland, and they sell over 3/4 million eggs a day. The Happy Eggs brand is sold in all major supermarket retailers; including Asda, Tesco, Sainsbury's, Morrison's and The Co-op, along with some smaller chains and independent retailers.
The company head office in the US is based in San Francisco with farm operations in various preferred US locations. Since 2012 the US brand has grown to supply over 4,000 retail outlets across the country including Wal-Mart, Kroger and Safeway stores and has since launched its free-range eggs in 6 count cartons into the market.
Marketing
Nice Pecks
Inspired by an academic study showing that hens are calmer in the company of cockerels, but knowing that cockerels mixed with chickens result in fertilized eggs, the company created a pin-up calendar for hens in December 2012, 2013, and 2014.
Pancake-omatic
In February 2013, the company produced video content centred on a contraption that automatically makes pancakes from eggs laid only minutes before. Nicknamed the Pancake-omatic, it was produced ahead of Shrove Tuesday and it took a group of four designers and engineers over two hundred hours to build, and over one hundred follow up hours to test. Following the release of the advert, the original contraption was on display at the London Design Museum until June 2013.
References
External links
- UK Website
- US Website
Source of article : Wikipedia
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