New Research Shows Egg Labels Scramble the Minds of Consumers

New Research From Vital Farms Show Egg Labels Scramble the Minds of ConsumersShoppers are spending more on specialty eggs, but new research reveals they do not really know what they are buying. A new national survey shows egg carton labels are confusing consumers. They want the benefits of pasture-raised eggs but are mistakenly buying eggs labeled “free-range” and “cage-free” instead because they do not understand the difference in how the eggs are produced.

“The only way consumers can be confident they are getting genuine pasture-raised eggs is to look for the Certified New Research Shows Egg Labels Scramble the Minds of ConsumersHumane® label,” said Adele Douglass, executive director of Humane Farm Animal Care (HFAC). “Vital Farms is the only national brand of pasture-raised eggs that qualifies as Certified Humane®.” Established by HFAC in 1998, the Certified Humane® label means a product meets a series of standards for more responsible farm animal practices.

Consumers are willing to pay extra for specialty eggs, but the new study shows they are not getting what they think they are paying for. They want pasture-raised eggs because those eggs come from hens that are raised on open pastures. But consumers are buying free-range and cage-free labeled eggs laid by hens that are often not much better off than caged birds.

The May 2014 Egg Label Survey showed when shopping for eggs, 50 percent of respondents said they look for the free-range label. Cage-free (48 percent) and organic (47 percent) were the second and third most popular labels. Fewer than one in four (24 percent) sought out a pasture-raised label. However, when asked to describe the terms “free-range” and “cage-free,” most respondents described pasture-raised eggs, imagining hens roaming and feeding on open pastures.

Vital Farms works with 52 family owned farms across the United States and distributes pasture-raised eggs to grocery stores nationwide. The online survey commissioned by Vital Farms found that nearly two-thirds of consumers (62 percent) have purchased specialty eggs, and almost half of respondents (45 percent) reported buying more specialty eggs over the past three years.

Currently, there are no government standards for egg labels, and the term “organic” is the only label regulated by the United States Department of Agriculture.

Pasture-raised hens, as defined by the HFAC, are each given 108 square feet of outdoor space to roam around, and they have unlimited daytime access to sunlight, fresh air, and any foods that are naturally available on their pastures. Supplemental feed for the hens is antibiotic and hormone free.

The industry standard for free-range hens is that they have some access to the outdoors each day. This access could be limited to a hole that merely allows the hens to poke out their heads and see the sky. While it is true that cage-free hens are not in cages, they can be packed in a barn with no access to the outdoors.

According to Matt O’Hayer, Vital Farms co-founder and CEO,

This is a taste issue, a nutrition issue, and an animal welfare issue. Not only do pasture-raised hens have ample room to roam, but they are moved onto fresh patches of grass every few days so the pastures have a chance to recover and remain healthy and productive. This outdoor lifestyle, what we like to call ‘salad and exercise,’ makes for eggs that are richer, tastier, and nutritionally superior to any other eggs.

Vital Farms pasture-raised eggs are sold nationwide at Whole Foods Markets and other specialty grocery stores. The eggs are also sold at H-E-B and Kroger stores in Texas, and beginning in June 2014, at Vons grocery stores in New Research Shows Egg Labels Scramble the Minds of ConsumersSouthern California. Vons is owned and operated by Safeway.

Vital Farms offers Certified Humane® pasture-raised eggs that set the standard for taste and nutrition while also promoting the welfare of happy, healthy hens. Started in Austin, Texas, in 2007 with 50 hens, Vital Farms now partners with 52 independent, family owned farms in six states across the United States. It is the only national supplier of pasture-raised eggs in the country. Vital Farms eggs are sold in grocery stores nationwide under the brand names Vital Farms, Pasture Verde, Backyard Eggs, Alfresco Eggs, and Texas Chicken Ranch. In 2012, Vital Farms was listed by Inc. Magazine as the country’s fastest growing food company.

New Research suggests egg labels scramble the minds of consumers. The nationwide poll was conducted on QuickTake.com in May 2014 using an online scientific sample of nearly 670 Americans, ages 21-54. According to the new survey egg carton labels are confusing organic consumers. Although they are spending more on specialty eggs, research reveals they do not really know what they are buying.

By: Cherese Jackson (Virginia)

Sources:

Enviromedia Box
Science 2.0
Vital Farms

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