Growth in egg sales and demand for organic eggs from our customers has prompted the Lakes Free Range Egg Company (The Lakes) to develop a new website focusing purely on organic eggs. The launch of www.lakesorganic.co.uk has been timed to co-inside with Organic September, when the focus on the organic market is at its highest.
The public choose organic products because of their core beliefs; they see organic as healthier and tastier, there is a stronger ethical and environmental conscience and it promotes higher standards of welfare. The organic sector is seeing steady growth – up 4.9% on last year and continuing to recover from 2008 when the recession forced consumers to make alternative choices.
Demand for eggs has increased too, and public perception of eggs has also changed. Eggs are now considered a healthy, premium source of protein with few calories. In the last two years there has been a resurgence of people going to work on an egg, with an 18% increase in egg consumption for breakfast. Today, there are over 21 billion breakfasts eaten by the UK public.** Andrew Joret, British Egg Industry Council Chairman says health is the main driver behind this increased breakfast consumption, with scrambled and poached eggs the fastest growing choice for younger consumers – particularly women.
The increasing focus on health and the falling prices of eggs, means consumers are making a move back to organic eggs or trying them for the first time. Key demographics include 25-44 year olds in households of three or more people with young families.* In the last year organic egg sales soared 13.9% (Kantar: 52 w/e 17 July 2016), and whilst they are still a small niche in the market, it is one that the Lakes Free Range Egg Company is very well positioned to react to.
The Lakes Free Range Egg Company was set up in 1997 by David and Helen Brass who have always stuck to a simple ethos – providing the highest animal welfare standards and best habitats for their free range hens. They began producing organic eggs in 2000 and are certified by Organic Farmers & Growers who were the first body to be approved by the government to inspect and certify organic food producers. The Lakes also now supply own label organic to a top 4 retailer.
Adapting to the growing demand for organic ‘The Lakes’ team has also developed a ‘Lakes Organic’ brand which is currently available in Booths supermarkets and a range of Tesco’s northern stores. The newest retailer to list Lakes Organic is Cumbria’s independent fine food specialist Cranstons.
David Brass, Chief Executive Officer at the Lakes Free Range Egg Company said “We supply customers across the retail sector who all demand high levels of ethical and environmental provenance, so we need to be able to offer them a portfolio of products that includes organic as well as free range eggs.
We also want consumers to understand what makes our organic eggs stand apart from others, that’s why we developed our Lakes Organic brand and our new website www.lakesorganic.co.uk. It has been designed with the organic consumer in mind and provides simple, clear information about our standards, how we look after our hens and how we protect and enhance environment. We’ve also included some on trend organic recipe ideas too.”
Organic eggs will always remain a niche sector, but with public interest in healthy eating, concern over pesticides and care for animal welfare and the environment, the Lakes Free Range Egg Company is continuing to develop its organic egg potential.
Find out more about organic egg production at the Lakes Free Range Egg Company by visiting our new organic egg website www.lakesorganic.co.uk
*Soil Association Organic Market Report 2016
**21 billion breakfasts a year – accounts for 27% of food and drink in the home and carry out market (Grocer)