Press release

£500k investment for Respectful Eggs

04 February 2008

Respectful Eggs, the world's first low-carbon supermarket eggs, has reported impressive sales of £1.5m in under a year of trading and received the accolade of Award for Excellence in New at ASDA's annual Celebration Dinner. Brand owner, Stonegate Farmers, is set to increase its investment in the brand with a £500k 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 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," says Richard Cannock.

"This award is a fantastic recognition by ASDA and we are in a great position to build on our success with a commitment to invest significantly in the brand during 2008. Watch this space for the next stage of Respectful Eggs evolution."

Emma Fox, Commercial Director for Food at ASDA says: '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'

The ASDA Celebration Dinner and awards, hosted by Darren Blackhurst (Executive Food Trading Director) and Peter Pritchard (Executive General Merchandise Trading Director) are an opportunity to celebrate joint achievements throughout 2007.

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 damaging carbon dioxide released into the atmosphere and help to prevent the acceleration of global warming and climate change.

Respectful Eggs are free-range. The hens live happy lives and enjoy constant access to the farms' large grass ranges. When they choose to be indoors, their houses are designed to encourage natural behaviour such as nesting, dust bathing and perching. They all receive regular care from skilled poultry keepers.