More than one year since its official launch, the Good Egg Project (GEP) has generated nearly 91 million media impressions, reached consumers with farm-to-table education and highlighted the fact that America’s egg farmers are good eggs who give back to their communities through an established legacy of doing so. Two more eggciting components: another promotion with Subway and the final GEP Community Breakfast. AEB has partnered with Subway Restaurants in an 18-county Central Pennsylvania area, three area food banks, and the Pennsylvania Department of Military and Veterans Affairs for a promotion that ran November 7- 13. As part of the GEP and during this promotion, for each egg breakfast sandwich sold at Subway, America’s egg farmers donated an egg to an area food bank. Additionally, on Veterans’ Day (November 11), active members of the military received a free breakfast sandwich. Provided by Michael Foods, the planned donation is 20,000 eggs. It will be divided among three Pennsylvania food banks: Central Pennsylvania Food Bank in Harrisburg; Second Harvest Food Bank in Allentown; and Weinberg Food Bank in Wilkes-Barre. Point-of-sale items were used to publicize the promotion in the Subway stores. Publicity opportunities as a result of this program are currently under development. The donated eggs will be delivered the week of November 15. At the end of October, AEB hosted the last of five 2010 Good Egg Project Community Breakfasts at the Charlotte Farmers Market. North Carolina’s egg farmers worked hard to make the event a great success. Five farmers, including Richard Simpson, Jake Simmons and Trey Braswell and John and Kathy Brinn, served breakfast along with Kim Decker and Jan and Clarence Kelly. This was the first breakfast open to the public and approx. 800 people enjoyed a delicious egg breakfast. Chef Jeffrey Saad was a huge hit doing a demonstration of quick-and-easy breakfast recipes. ...CONTINUED. November 2010 Editor: Ashley G. Richardson Subway & the GEP’s breakfast • Rachel returns with more Incredible People • EGGSolutions chef delivering • Egg Handling at the Warehouse DVD • ACNP National Clinical Conference • Breakfast Innovation Webinar • New cholesterol info from USDA
Transcript
More than one year since itsofficial launch, the Good EggProject (GEP) has generatednearly 91 million mediaimpressions, reached consumerswith farm-to-table education andhighlighted the factthat America’s eggfarmers are goodeggs who give back totheir communitiesthrough anestablished legacy ofdoing so. Two moreeggcitingcomponents:anotherpromotion withSubway and thefinal GEPCommunityBreakfast.
AEB haspartnered withSubwayRestaurants in an 18-countyCentral Pennsylvania area, threearea food banks, and thePennsylvania Department ofMilitary and Veterans Affairs for apromotion that ran November 7-13. As part of the GEP and duringthis promotion, for each eggbreakfast sandwich sold atSubway, America’s egg farmersdonated an egg to an area foodbank. Additionally, on Veterans’Day (November 11), activemembers of the military received afree breakfast sandwich.
Provided by Michael Foods, the
planned donation is 20,000 eggs.It will be divided among threePennsylvania food banks: CentralPennsylvania Food Bank inHarrisburg; Second Harvest FoodBank in Allentown; and Weinberg
Food Bank inWilkes-Barre.
Point-of-sale items were used topublicize the promotion in theSubway stores. Publicityopportunities as a result of thisprogram are currently underdevelopment. The donated eggswill be delivered the week ofNovember 15.
At the end of October, AEBhosted the last of five 2010 GoodEgg Project CommunityBreakfasts at the CharlotteFarmers Market. North Carolina’segg farmers worked hard to make
the event a great success. Fivefarmers, including RichardSimpson, Jake Simmons and TreyBraswell and John and KathyBrinn, served breakfast along withKim Decker and Jan and ClarenceKelly. This was the first breakfastopen to the public and approx. 800
peopleenjoyed adeliciouseggbreakfast.
ChefJeffreySaad wasa huge hitdoing a
demonstration of quick-and-easybreakfast recipes. ...CONTINUED.
November 2010 Editor: Ashley G. Richardson
Subway & the GEP’s breakfast
• Rachel returns with more Incredible People• EGGSolutions chef delivering• Egg Handling at the Warehouse DVD• ACNP National Clinical Conference• Breakfast Innovation Webinar• New cholesterol info from USDA
The American Egg Board hadan excellent Board Meeting earlierthis month at California’s La CostaResort. The meeting kicked offwith the California egg industry’sEducational Mobile parked foreveryone to view. This eggscellentmobile continuously shows AEB’sEggs 101 DVD. Everyone was
very impressed with its potential to provide modernegg production education.
During the Agricultural EducationCommittee and at the Board Meeting,AEB’s actions in regards to the recentSE recall were reviewed. The Boardand industry visitors were remindedthat AEB provided a supportive role toUEP, the lead organization handlingthe crisis response. AEB oversaw theresponsibility of reassuring consumers.
From day one, AEB implemented anumber of activities includingoutreach to key audiences,partners and spokespeople. AEBalso purchased key word searchterms related to the recall withGoogle, Yahoo and Bing thatredirected consumers to the EggSafety Center (ESC) website. Inaddition, regular updates wereposted on Twitter and Facebook, and AEBappropriately forwarded consumers to the ESC orCDC for updated info and responded to questions asneeded. The media was redirected to the ESC mediahotline. These were just a few of AEB’s initial responseactions.
By the end of the first week, it was evident that themedia coverage of the recall situation was not slowingdown, resulting in AEB reallocating $1 million from itsexisting budget to implement a campaign tomaintain/regain consumer confidence in eggs. Someof these activities included:
• Running a full-page ad in USA Today, Wall StreetJournal, and New York Times and in the top 25 newsmarkets
• Conducting a Satellite Media Tour with EggAmbassador and Registered Dietitian Liz Warddemonstrating proper egg cooking techniques on 27live TV interviews and 9 live radio shows as well as ataped version sent to 60 broadcast TV stationsincluding top 20 U.S. markets
• Recording a 60-second radio spot with egg farmerChris Pierce, which aired on nationwide channels
• Distributing a statement from America’s eggfarmers on egg safety to 200 media outlets.
According to IRI data, egg sales returned tonormal in just 7 weeks (October 3). Considering themagnitude of the recall and the negative mediacoverage of the crisis, I’m sure you’ll agree AEB’squick actions paid off for the egg industry.
In other news, our Nutrition Committee reported onits efforts and involvement with USDA’s announcementthat eggs now contain 12 percent less cholesterol thanpreviously thought. Now, 1 large egg contains 185 mgof cholesterol instead of 215. Advertising and PR
programs will incorporate thismessage into 2011 efforts tohealth professionals andconsumers.
Building on the success ofAEB and Subway’s Good EggProject promotion for World EggDay, we’re thrilled to beconducting another programwith Subway focused onveterans. These two testprograms may create anopportunity for a larger,
Breakfasts, monthly e-Newsletters and more.Retail promotion programs, designed to increase
purchase size and frequency, are reaching consumerscloser to their purchases—in grocery stores andonline. AEB is also collaborating with nationallybranded manufacturers, such as Minute Rice andKikkoman, to maximize budget dollars. Egg ProductMarketing continues educating food manufacturesabout the benefits of egg products as ingredients.
Our Thursday night dinner, aptly titled “EverybodyLoves Howard,” proved to be a true showcase of oneman’s dedication to the egg industry and an overallcelebration of his 43 years of service. We’re thrilled tohave him on a part-time basis through 2011.
Please take a few moments to read about AEB’sincredible programs on the following pages.
President’s Message
AEB’s EGGSolutions ChefWalter Zuromski, CEC, CCE,presented “20+ Functions – EggsCan Do That, Too!” at thePrepared Foods R&DConference, October 6-7,Lombard, Illinois, to approximately25 food formulators involved innew product development.
Emphasizing how eggs contribute to a shorter, “cleaner” label, Waltershowcased multi-functional egg products as foaming agents,emulsifiers, binding agents and colorants.
The following week, October 12-13, at the request of Dr. PatriciaCurtis from Auburn University and Director of National Egg ProductsSchool, Walter presented an in-depth, hands-on demonstrationhighlighting the culinary aspects of using egg products in foodformulations. Walter’s demo explained the functional attributes thatwork for both dry & liquid egg products in various applications.
Walter’s demonstration was filmed to produce short videosegments for use at Auburn University and on AEB.org to illustrate thefunctional advantages of egg products. AEB is the sole sponsor of the National Egg Products School.
The “Rachel Ray” show returns this fall with threemore AEB-sponsored integrations that highlightIncredible People.
The first integration (aired 10/12) this seasonintroduces Mark Lilly and his mobile farmers market.He and a used Craigslist van are hitting the road inRichmond, VA to bring fresh produce to more than4,000 families living more than a mile away from agrocery store without transportation.
Mark’s story brings to light the fact that more than23 million Americans live in food desserts or barren,urban areas without any means to fresh food items.This episode highlights how fresh produce and eggschange the lives of all the families Mark helps.
The second integration (aired 10/25) introducesDeng Leek, a 17 year old from Sudan. Derek came toAmerica five years ago and since then he’s lived in atleast 10 different homes, in several different statesand attended several different high schools withoutany type of family support. But Deng’s luck turned lastyear when he enrolled as a junior at High PointWesleyan where he met Sam Johnson who changedhis life. Visit IncredibleEgg.org/incredible-people/rachael-ray-show to view these segments andsee firsthand the power of this partnership.
The third (airing TBD) features Cincinnati mother-of-three Dena Hipskind, who’s 16-month-old son
Auggie was sick in the hospital with a rare disease forweeks. With no time to cook, she and her familysubsisted on a diet of fast food. One day, she camehome to find a cooler filled with a week’s worth ofnutritious, homemade meals for her family with a kindnote from neighbors. After her son returned to goodhealth, she started an organization called ComfortFood, where she and volunteers hold cook-a-thons,preparing nutritious, mostly one-pot meals—withnotes of love—to be delivered to people coping with apatient’s illness in area hospitals.
Rachel returns with more Incredible People
More than 800 people took thepledge to “Eat good. Do good everyday.” The pledge sign was sopopular, there was barely any roomleft for people to sign by the end ofthe breakfast.
As part of the day’s festivities,Richard Simpson of Simpson’sEggs, along with AEB, presented a50,000 egg donation to the SecondHarvest Food Bank of Metrolina.The food bank’s manager ofoperations said a few words ofgratitude and highlighted howimportant eggs are to the food bankbecause of their high-qualityprotein content.
The GEP also receivedincredible media attention leadingup to the event from both TheCharlotte Observer and TheEnquirer Journal.
CONTINUED... Subway & the GEP’s BreakfastEGGSolutions chef delivering
Tribute: 11.4.10&
Everybody loves Howard!
AEB presented Howardwith a scrapbook filledwith pictures and lettersfrom the industry. If youmissed the opportunity to
submit yours, pleasesend it to AEB, attentionAshley Richardson, and
it will be forwardedalong to Howard.
anincredible!43 years of service
ENC made a hugesplash this year in Tampa,FL, at the AmericanCollege of NursePractitioners (ACNP)National ClinicalConference. ENC hostedan exhibit booth at themeeting and sponsored abreakfast symposium formore than 200 nursepractitioners titled, “Credible Science, Incredible Egg: Translating theLatest Science into Meaningful Nutrition Communications.”
ENC’s Executive Director Mitch Kanter, Ph.D., and Senior Directorof Nutrition Education Marcia Greenblum, MS, RD, were speakers forthis symposium. Mitch focused on the latest research aboutcholesterol and cardiovascular health, as well as the benefits ofhaving adequate amounts of high-quality protein in one’s diet. Marciathen offered suggestions of how Mitch’s discussion of balancingprotein intake could be included in patient counseling and theimportance of eating a variety of foods, including a balanced nutrientintake and controlling portion size to achieve a healthy diet.
Countless attendees stayed after the presentations to thank thespeakers for providing interesting and helpful information at thisprogram, and even more stopped by the ENC exhibit booth. Morethan 100 nurse practitioners signed up to receive ENC mailings,including the quarterly Nutrition CloseUp newsletter. Many otherschose to take the sign-up form with them to sign up onEggNutritionCenter.org later.
Overall, the meeting was a huge success. Nurse practitionersfrom around the country are getting to know ENC as “a crediblesource of nutrition and health science information and theacknowledged leader in research and education related to eggs.”
ACNP National Clinical ConferenceEgg Handling at the
Warehouse DVD AEB works closely with leading
grocers to develop tools to help themaccomplish their goals and objectives.A key need voiced by virtually allretailers is for training materials onproper egg handling at the warehouse
handling...from the time thewarehouse receives the eggs to thetime trucks are loaded for shipment tothe stores. The DVD runs just under 10 minutes in length.
If you need additional free copiesfor your retail customers, pleasecontact Cindy McGarrigle at847.296.7043 [email protected].
“Before you
can win, you
have to believe
you are worthy.”
–Mike Ditka,
Da Coach
Eggspression
MONTHLY
A “Create New Menu Wins: Breakfast Innovation Success Stories”Webinar was presented on October 27. Sponsored by AEB and QSRmagazine, the one-hour panel discussion included information on how thebreakfast daypart can increase profitability for the quick-service
restaurants (QSRs) through the use ofinnovation. The Webinar discussed thegrowth of the A.M. daypart, theprospects for future growth and thestrategies and innovative products thathave contributed to the dramaticsuccess in the morning. The panelincluded: Burger King director ofresearch & development Lindy Miller;Holly Hill Inn owner Ouita Michael; andDatassential Research director ofresearch & consulting Maeve Webster.More than 270 participants connected
live or later viewed the Webinar that is now archived onQSRMagazine.com. Sound bites will also be added to AEB.org. For furtherinformation or a copy of the presentation, contact AEB.
Breakfast Innovation Webinar
Studies show eggs haveless cholesterol than everbefore. USDA recentlyreviewed the nutrient contentin an egg, and the resultsrevealed that the averageamount of cholesterol in aGrade A, large egg is 185mg, 12 percent lower thanthe previously recordedvalue.
ENC has enlisted theexpertise of a researcherfrom Iowa State University to conduct a literature search and subsequently, to write a white paper onthe reason for this decrease. Currently, there are several speculatedreasons for this drop in the amount of cholesterol in an egg. One possiblecause is the improvement in the feed given to hens over the years. ENCwill provide a summary of key findings from this literature search and thewhite paper in 2011. The above press release was also sent to health,food and feature editors along with media-focused health professionals.
If you are interested in hearing more details about how this lowercholesterol content of the egg was uncovered, go to EggNutritionCenter.org,
and click on the link to “Watch full-length videos” in the box on thehomepage titled “UniversityInvestigators Discuss TheirResearch.” Dr. Anderson’s ENC-funded research spurred the interestin re-evaluating the cholesterolcontent of an egg and led to themost recent change in the USDA’snutritional analysis of the egg.
Enclosures
• Breakfast Beat • The incredible! Nutritious Egg
Started three years ago, UEP’s President’sAward is given annually to recognize and honorsomeone other than an egg producer for his orher contributions to UEP and the egg industry.This year’s award was bestowed upon HowardHelmer at UEP’s meeting in Williamsburg. GeneGregory thanked Howard for teaching us that it
only takes a few seconds with “two eggs and two tablespoons of water”to make the perfect omelet and noted he has coached millions of peopleincluding most of the members of the U.S. Congress this recipe.
