She writes:
It's interesting to think that consumers often unknowingly witness theatrical production when browsing the supermarket shelves. Alongside the main drivers such as price and production method, it's very common for consumers to be drawn towards certain products by the way in which they are presented. Marketing is very important to gain brand recognition. And every product available on the supermarket shelf is open to further promotion.
Products are often promoted by special reduced prices or with offers such as buy one get one free. However, price does not always need to be compromised as promotion can be achieved in many ways. I'm currently envisioning large eye-catching posters and on-shelf promotional material - but why do we not look outside the box? I’m sure it won’t be too long before we see drones flying down the aisles carrying 'buy your fresh British eggs here' banners.
I recently attended a presentation by Prof David Hughes in which he described the supermarket shelves in Asia and in particular their egg offering. He described the menagerie of egg boxes, eggs in baskets and eggs on shelves. Alongside the colourful packaging and accessories positioned around the products, the sheer volume on offer was staggering. It really made the eggs found on our supermarket shelves look quite uniform in terms of overall appearance.
David's description of the Asian egg aisle sounded like pure theatre, where huge signs alerted customers to the offering and packaging could be likened to the most intricately wrapped presents. They really make the products come to life.
Eggs are enjoying recent good press and deservedly so as they boast many health benefits and offer an affordable source of protein. However, whilst enjoying these positive headlines the industry needs to future-proof sales by ensuring it continues to share all of the health benefits eggs have to offer. Is this something we could do more of at shelf level? Do we need to look at other ways of promoting eggs outside of the supermarket or are we already doing enough to highlight eggs to the nation?
As an industry we need to ensure we are in tune with the next generation, something Prof Hughes constantly referred to in his presentation. Mini meals and snacks are rumoured to be the future and current trends show 'cubed' foods are popular. Meat and cheese is currently available in cubes and popular with the younger generations; how long will it be before we see egg cubes on the market? There are some eggy snacks available to purchase already but I can see a considerable opportunity for more.
While we consider the need for a more theatrical approach on the supermarket shelf I believe the entire supply chain can be involved in increased product promotion. From producers through to retailers everybody has their part to play to ensure we tell the great story of the British egg.
Read more from your NFU poultry team: