The American Egg Board (AEB)continued its tradition of supportingthe White House Easter Egg Rollby donating 14,040 hard-cookedand dyed eggs for April 9’s event.AEB also provided the volunteerswith hats and apronswith the officialWhite House EasterEgg Roll logo.Themed “Let's Go,Let's Play, Let'sMove,” the day'sactivities helpededucate families onsmart ways toincorporate healthyeating and exercisechoices into theirdaily routines.To kick off the

event, thousands ofpeople stopped bythe Big Egg, a 16-foot inflatable egg,and the Incredible EggChair to take theirpictures before headingto the South Lawn forthe egg roll, cookingdemonstrations, musicalperformances and more. The 35th Commemorative Egg waspresented to First Lady MichelleObama on behalf of America’s eggfarmers by AEB President JoanneIvy and AEB Chairman Chris Pierce, President, HeritagePoultry Management Services,Annville, PA.

President Obama attended thepresentation as did his daughtersMalia and Sasha and Bo, the firstdog, who appeared in apromotional video for the WhiteHouse Easter Egg Roll.

Louisianaartist PennySmith foundinspiration for theoutside of the35thCommemorative

Egg from Washington, D.C. “Thecherry blossoms in full bloom are abreath taking sight,” says Smith, amother of three who started in eggart in 1996. “I painted the bluebackground and then the cherrybranches and blossoms. Toaccomplish the porcelain finish, Iapplied nine coats of sealer and

did lots of wetsanding.”...Continued inside

April 2012 Editor: Ashley G. Richardson

White House Easter Egg Roll

• Egg Servings at QSRs continue to grow• IFT Wellness Exhibit• ENC Reaches Personal Trainers• Promoting Eggs for Easter & Easter Outreach• Easter Infograph• Eggs in the News• State Support Spotlight: MD

Foodservice research experts from The NPDGroup, an AEB research supplier, presented year-enddata concerning the performance of restaurantbreakfast at last month’s Foodservice/Egg ProductMarketing Committee meeting. The NPD Group’sCREST® data (i.e. Consumer Reports on EatingShare Trends) continuallytracks consumer behavior as itrelates to the use of commercialfoodservice outlets. Animportant part of the AEBFoodservice program is toclosely monitor data affectingthe breakfast daypart atrestaurants. AEB’s strategic focus in the

foodservice channel is toincrease the distribution andinnovation of breakfast in QuickService Restaurants (QSRs).Following are highlights of theCREST Breakfast Research that continues to confirmthat the focus on QSR breakfast is right on target.Egg Servings at QSRs• Egg servings continue to grow at QSR breakfast.

For YE November 2011, there are 4.3 billion eggservings in this segment, a 3 percent increase overthe same time period in 2010. • Additionally, there are 667 million more egg

servings since 2006 (YE November 2006-2011).Morning Meal Performance• For Year Ending (YE) December 2011, morning

meal traffic increased by 2 percent while traffic at theremaining dayparts (i.e. Lunch, Supper & PM Snacks)was flat to declining.

• As a matter of fact,morning meal has beenoutperforming the otherdayparts in terms of trafficover the last 10 years (YEJune 2002-2011).• Looking at an even

longer trend line of 30 years,the percent share of allrestaurant traffic attributed tomorning meal (as comparedto the three other dayparts)has increased from 12percent to 20 percent, a 66percent increase (YE

December 1982-2011)• Over the past five years, Morning Meal has:

1) gained 2 share points in traffic; 2) 582 million morerestaurant visits; and 3) $7 billion in incremental sales(YE August 2006-2011)• Eggs include-Eggs, Breakfast Sandwiches and

Breakfast Burrito/WrapsSource: The NPD Group/CREST®

Eggs Servings at QSRs Continue to Grow

Made from a large chicken egg, the bottom and top of the 35th CommemorativeEgg are hinged to open. The inside showcasing children in action outdoors wasinspired by the theme of this year’s White House Easter Egg Roll and Mrs.

Obama’s Let’s Move campaign. Smith createdthe tree from wire and tissue, which she thenpainted. She transformed the little girl fromanother figure. Her clothes, hair and rope werehandmade, and then she was painted. In total,Smith spent more than 30 hours creating thisyear’s egg. America’s egg farmers are proud of their

long-standing support of the White HouseEaster Egg Roll and the opportunity to presentthe 35th Commemorative Egg. “As Chairmanfor the American Egg Board, I can’t begin toexpress how honored I felt to present thisincredible egg to Mrs. Obama, the Presidentand their family,” says Pierce, who attendedthe ceremony with his own family. “Eggs are an incredible part of a healthy

diet and lifestyle that Let’s Move promotes. In fact, eating eggs can actually help manage weight by promotinga feeling of fullness and a reduced calorie intake throughout the day.”

Continued from page 1...White House Easter Egg Roll

Last month, AgricultureSecretary Tom Vilsackappointed nine members andnine alternates to AEB for the2012-2013 term. All of thoseappointed were the industry’sfirst choices. The 2012 Executive

Committee includes: • Chairman Chris Pierce of

Heritage Poultry ManagementServices, Annville, PA • Vice Chairman Brian

Hayward of CreightonBrothers LLC, Atwood, IN • Secretary Greg Herbruck

of Herbruck Poultry Ranch,Saranac, MI • Treasurer Bruce

Dooyema, Dooyema & SonsInc., Sioux Center, IA • Andrew Reichman,

Parker & Reichman Inc.,Andrews, NC • Roger Deffner, National

Food Corp., Everett, WA • Immediate Past Chairman

Craig Willardson, Moark LLC,Fontana, CA• USDA Consultant Angie

Snyder• AEB Staff Liaison Joanne

Ivy.AEB’s next Board Meeting

will take place July 11-12 atthe Westin O’Hare inRosemont, IL. AnotherSpeakers’ Workshop isscheduled for the afternoon ofJuly 12 and the morning ofJuly 13.For info on the Board

Meeting, contact PhyllisSummers,psummers@aeb.org. For theSpeakers’ Workshop, contactAshley Richardson,arichardson@aeb.org.

The recent American College of SportsMedicine (ACSM) Health & Fitness Summitoffered a unique opportunity to interact withfitness professionals, a core target audience,and showcase ENC’s expertise andresources. Personal trainers received pre-conference marketing materials, which drovetraffic to ENC’s booth. ENC also attended theworkout sessions and sponsored aneducational session. ENC highlighted the new Protein Trainer Toolkit with a continuing

education credit opportunity at the booth and the workout sessions. ENChosted an education session “Stronger, Healthier Boomers: The Role ofResistance Training and High Quality Protein” presented by Dr. WayneCampbell, Ph.D, and Nicole Nichols, personal trainer. This session waswell received and participants were engaged. This was a greatopportunity to get to know this target audience better.

AEB’s 2012

Executive

Committee

Exhibit Shares Egg Product InfoAEB exhibited egg product information at the recent IFT Wellness 12

expo in Chicago, March 26 and 27. Wellness 12 brought together foodindustry thought leaders to share new food science innovations,applications and trends. ENC’s Marcia Greenblum contributed her time,expertise andinsight as partof the Wellness12 review teamto ensure thatthe participants acquire cutting-edge insights, ideas and inspiration fromthe program that will positively impact the food industry. In her openingsession comments, Elizabeth Sloan, Contributing Editor, FoodTechnology, described a shift in focus from body weight to bodycomposition and emphasized subsequent consumer interest in protein.“Protein is hot, hot, hot, and there is no sign this trend is going to goaway for the next 10 years,” she said. “It’s about body composition,sports, satiety and maintaining muscle mass as you get older.” Sloanalso mentioned that “real food nutrition” is important to consumers,implying that consumers may be less willing to accept new artificialfoods/ingredients in place of real food/ingredient options. AEB’s eggproduct marketing messages support this trend by emphasizing how eggproducts can help create a cleaner packaged food product label thatalso communicates positive nutritional benefits to consumers.

AEB’s 2011 Annual Report has been mailed outto the industry and highlights AEB’s achievementslast year in each committee. For the third straightyear, the project came in under budget and arrivedon time to be distributed at the Board Meeting.If you need additional copies, please contact

Ashley Richardson, 224.563.3715 or arichardson@aeb.org.

Annual Report 2011

ENC Reaches Personal Trainers

Eggs have been an important part of Eastertraditions for generations. In recent years, however,chocolates, jelly beans and other sugary snacks havemade in-roads in this holiday. In order to remind peopleabout the incredible role eggs can play in creatingindelible memories for the whole family, AEB executeda pre-Easter homepagetakeover of MSN.comduring the week beforeEaster.For the entire day on

Tuesday, April 3, AEBwas the sole advertiseron MSN garnering morethan 120 millionimpressions and aclick-through ratethat beat the site’sbenchmark. Thetakeover helpedincrease AEBEaster-relatedsearch terms onBing and Yahoo! by32 percent on April 3, and 227 percent by April 6. Creatively, anonline bannerwasdevelopedthat brought tolife eggdecorating ina festive way,while stillconnecting back to AEB’s Wake Upto Eggs campaign by using the eggs,themselves, as interestingcharacters. A call-to-action todecorate concludes the banner, witha link to decorating tips onIncredibleEgg.org.The Easter coupon offer on the Incredible Edible

Egg Facebook page was the most successful couponeffort for AEB so far. Throughout the promotion,117,705 coupons for $.55 off two dozen eggs weredownloaded, and the page gained more than 67,000fans, bringing the total up to more than 317,000 fans,which is more than any other agricultural commodity! AEB’s Easter eKit, which included a press release,infograph on Easter, video on hard-boiling, egg dyeing

tips, recipes and more, continues to yield results.Television stations across the country aired the “Mr. Food” segment with Jeffrey Saad, featuring hard-boiling tips and Easter recipes. To date, more than 65stations have aired the segment, for more than 2.2million media impressions, which puts it on pace

with our World Egg Day segment from lastyear, which garnered 2.3 millionimpressions. Additionally, the segment wasfeatured in Wednesday’s Mr. Food BreakfastNewsletter that is received byapproximately one million subscribers!

AEB secured 376 mediaplacements, generatingmore than 32 millionmedia impressions andexceeding last year’scoverage by two million. Inaddition to a number ofoutlets covering eggsthrough Easter, NationalEgg Salad Week storiesearned incredible coverage.Additionally, the

Captivate Network, seen in elevators and taxis acrossthe country, picked up a couple of our statistics fromthe Easter Infographic, including one about eggdecorating and one about how many eggs hens lay.These placements alone garnered 8 millionimpressions! This year’s coverage included more articles on

Easter’s origins, traditions and egg decorating. This willbe kept in mind as AEB continues to bring eggs backinto the Easter spotlight and drive sales.

Promoting Eggs for Easter Decorating & Easter Outreach

To date, 49 speeches have been scheduled for active speakersthrough AEB’s Speaker Bureau program by the Center for FoodIntegrity (CFI). A tally of non-CFI speeches will be requested againfrom the industry before AEB’s July Board Meeting.At this point, all trained speakers should have shared their

scheduling preferences with Ashley Richardson. This way, AEB canbest maximize its budget dollars. The next Speakers’ Workshop is scheduled for July 12-13 starting

at 1:30 p.m. on Thursday following the Board Meeting and finishingby 12:30 p.m. on Friday. If you are interested in attending, please letAshley know, arichardson@aeb.org.

AEB’s Speakers’ BureauProducers receive

$8.11 ROIDr. Ron Ward at the University of

Florida recently completed a five-year,independent return-on-investment(ROI) study on AEB’s advertising. TheROI is an estimate of the increase inrevenues for egg producers for eachdollar spent on advertising. The results showed a return of

$8.11 for the last five years. Thisillustrates the power of effectivegeneric egg advertising. AEB’s ROIranks high when compared to othercommodities; however, if all marketingefforts were examined, AEB feelsconfident egg producers’ ROI wouldbe even higher reaching double digits.Measuring the impact on demand

is fundamental to having confidencethat the generic egg advertising hasbeen beneficial to egg producers. Thisscientific evidence illustrates theadvertising and promotions’ impact onthe demand for eggs. To receive the full report or the

summary brochure, please contactJoanne Ivy at jivy@aeb.org.

National Magazine Advertising Update & On Sale/Go Live dates forApril and May issues: Cooking Light 3/2 Bonus page in bookazine; CookingLight 3/16; Country Living 3/9 Facebook Mention Bonus; Eating Well 3/5Facebook Mention, Bonus; Every Day with Rachael Ray 3/6; Everyday Food3/19; Food Network Magazine 3/13; Food Network Magazine Tablet 3/13 with5 tappable hotspots; Kraft Food & Family 3/15; Men’s Health: Eat This, NotThat App 3/1 Application sponsorship; Parade 3/11; Shape 3/26; Woman’sDay 3/6 Includes Gatefold execution; and Working Mother 3/29.

Dash 4/4; Eating Well 4/18 Eblast sponsorship Bonus; Every Day withRachael Ray 4/3; Food Network Magazine 4/10 Promotional Unit Bonus;Food Network Magazine 4/10; Good Housekeeping 4/12; Kraft Food &Family 4/8 Facebook Mention Bonus; Parade 4/1; Parade 4/8 Bonus within2MM circulation; Parenting 4/10; Parenting 4/10 Bonus 1/3; Relish GoLive: 4/8 Facebook Mention Bonus; Working Mother 4/6 Facebook MentionBonus.Online Advertising Update: Audience on Demand 1/31-5/27; All

Recipes 1/31-5/27; All Recipes Breakfast & Brunch Hub Sponsorship 4/1;MSN Homepage Takeover 4/3; Livestrong 1/31-5/27; Livestrong HomepageTakeover 4/24

Search Advertising Update: Search/mobile campaign with Egg specifickeywords, recipes and copy 1/1-12/31; Facebook Ads Easter Coupon Drop3/26-4/8; Search/Mobile Campaign to support Easter with specific keywords3/26-4/8.

Online & Print Advertising Update

“Always

dream and shoot

higher than you

know you can do.

Don't bother just to be

better than your

contemporaries or

predecessors. Try to be

better than yourself.”

-William Faulkner

Eggspression

MONT

HLY

AEB secured 376 media placements,generating more than 32 million mediaimpressions and exceeding last year’sEaster-related coverage by two million.In addition to a number of outletscovering eggs through Easter, NationalEgg Salad Week stories earnedincredible.Spring media coverage has proved

incredible as well. The April issue of Better Homes andGardens features several articles thatspotlighteggsincludingthosetitled“Food

fresh from your kitchen,” “Springbaking” and “Good eggs.” The authorof the latter gives readers four tips forhard boiling including “Start with oldereggs. If possible, buy eggs 7 to 10days ahead.” Parenting magazine fromApril headlines its egg article:

Egg-cellent! The author here notes,“Eggs are a nutritional powerhouse,packed with protein and importantminerals essential to kids’ brainfunction and eye health. Stumped forideas beyond scrambled and fried?Here are seven ways to utilize thesesmall wonders.”April’s Runner’s World tells its

reads that they should have a dozeneggs and outlines five reasons to“crack one open.”

Anna Shlachter, MS, RD, LDN, received the Outstanding Dietitianof the Year award for Illinois. This award is the highest recognition thatthe Illinois Dietetic Association (IDA) bestows on one of its members.The award is presented annually on the basis of professionalachievement and active participation in the association at the national,state or district level. She will be honored at a reception during theIDA Spring Assembly conference later in April and listed with otherstate winners in a fall issue of the Journal of the Academy of Nutritionand Dietetics. She was also recently elected as the Illinois House ofDelegates (HOD) Representative for the Academy of Nutrition andDietetics. The HOD governs the dietetics profession and is a three-year term.

ENC Staff Member Recognized

Eggs in the News

This spring,AEB conductedan office fooddrive for Easterand Passoverbenefiting MaineTownshipEmergencyFood Pantrythat provides

food on an emergency basis to peopleliving in the Park Ridge area. Combining staff donations and sheriff

fines from the March Board Meeting, AEBpurchased an additional $100 worth of thepantry’s most-needed items. AEB’s has along-standing history of supporting thiscause, and Carol Teschky, the supervisorat the pantry, expressed her thanks.

P.O. Box 738

Park Ridge, IL 60068

Return Service RequestSpring Food Drive

State Support Program SpotlightApril 2012–The Maryland Egg Council Inc. participated in the third annual B’MoreHealthy Expo last month at the Baltimore Convention Center. B’More Healthy Expois designed to showcase vendors, programs, and opportunities to get peoplemoving, taking action and makingchoices to be more healthy. As an exhibitor, the Maryland Egg

Council Inc. was featured in 20 television ads running on Fox45 prior to the event and highlighted in the event program witha half-page color ad. ENC’s Marcia Greenblum of the Egg

Nutrition Center was atthe booth to help answerquestions as well. Thetelevision ads featured thenutritional benefits ofeating eggs followed by“Come see the MD Egg Council at B’More Healthy.” The program adand booth both focused on the nutritional benefits of eating eggs and,of course, Marcia did an outstanding job providing nutritionalinformation to attendees. The Council also distributed AEB and ENCbrochures featuring nutritional benefits and recipes. Fox 45 estimated

22,000 people attended this year’s event.This now annual event provided consumers health information and resources on-site, on-air and

online and strives to be the “must-go, must-see, must-be there” health and wellness event in Maryland!

SpotlightOn:

MD