Jamie McIntosh, a 2018 Nuffield Farming Scholar from the Scottish Borders, has published his Nuffield Farming Report titled ‘Explore new ways eggs can be marketed to maintain a steady increase in egg consumption’. It is now available for download on the Nuffield International website or can be downloaded directly at http://bit.ly/2XUcw7F.

Jamie also recently presented his findings at the 2019 Nuffield Farming Conference in Warwickshire, and the video of his presentation can be seen here.

Report Title: Explore new ways eggs can be marketed to maintain a steady increase in egg consumption

Sponsor: The MacRobert Trust

Countries Visited: Canada, USA, Colombia, Denmark, Poland, Italy, China, Japan

Study Objectives

• Highlight why egg consumption should increase and identify the main challenges in doing so
• Explore different strategies for promoting the health benefits from consuming eggs
• To learn from other countries new marketing strategies for increasing egg consumption

Messages

• There is considerable potential for egg consumption to increase
• Science-based health messages on eggs are positive and clear – now is the time to capitalise on all health benefits
• However, several threats to consumption growth need consideration
• There are many options left as to how the egg can be presented to the consumer