How to Market Good Eggs (or anything else)

People who type “egg marketing” into a search engine often land on my internet site, goodeggmarketing.Com. I hatched my organisation name due to the fact I want to consider myself as a “properly egg,” no longer due to the fact I improve chickens. But since I name myself an EGG-spert, it’s time I shared my mind about how to marketplace them.

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The mystery to marketing eggs (or whatever else) is to show them from an interchangeable commodity to something unique.

Like many humans, I’m horrified by means of the way that the traditional egg industry treats chickens, so I go out of my way to strive to buy “top eggs.” When I go to the supermarket, I’m beaten by means of the range of phrases used to marketplace eggs, inclusive of humanely-raised, loose-variety, pasture-raised, cage-free, natural, and/or hormone- and antibiotic-free. Unfortunately, those claims aren’t all they’re cracked as much as be. In truth, many so-called “natural” industrial egg farms hold their chickens as restrained as the conventional farms.

So why aren’t neighborhood farmers seeking to decommodify their eggs? Almost everybody on the farmers markets sells eggs, however infrequently all people crows approximately them. At exceptional, they’ve a small sign pointing out that their eggs are pasture-raised, cage-free, or organic. Why not lure me to come back over and find out why your eggs are special?

Karl Johnson of Pete & Gerry’s
Karl Johnson of Pete & Gerry’s
Recently, I had a table on the NOFA Mass. Winter Conference. I was across the aisle from Pete & Gerry’s, the New Hampshire-primarily based egg business enterprise. A multi-technology farm, their business took off once they commenced selling natural eggs. Rather persevering with to elevate greater chickens themselves, they started out working with settlement growers alongside the East Coast to provide eggs that meet their standards.

Karl Johnson, Pete & Gerry’s former advertising director and now their Partner Farm Outreach Director, did an egg-cellent job of attracting my attention with the “guess how many eggs are in this glass vase” contest at his table. I turned into also impressed with how informative their signage and packaging have been. “Our marketplace studies advised us that what humans cared approximately the most was humane remedy,” Johnson informed me. “People additionally like the concept that the eggs are produced on small farms.”

Pete & Gerry’s does a incredible activity expressing that information and their brand values. From the folksy call–(sound like Ben & Jerry’s, anyone?) to the logo with the snow-capped Green Mountains to the Certified Humane Raised & Handled seal to the recycled packaging, you get a strong feel of who they’re. If they treat the farmers they work with in addition to the chickens, I’d say we’re in desirable form.

Pete & Gerry’s eggs aren’t particular. What makes their eggs SEEM unique is they provide so much information at the package deal (and more on their print and digital materials). They make it easy for me to understand who they’re and what they do. And now I’m passing the data along.

While most farms and small companies don’t have the resources or know-how to produce such nicely-designed packaging, even easy signage and materials can carry a number of information. Educate me approximately why your eggs are superior to anybody else’s. A laminated photograph of chickens scratching at your feet offers me a experience for existence to your farm. If you’re the use of frequent egg cartons, why not sticker them with your emblem and internet deal with? Or colour them with a magic marker. Give me some thing to cluck about.

And, of route, this doesn’t simply practice to eggs. When you supply me masses of facts and placed your personality behind the products you produce, they cross from widely wide-spread to big. So do something EGG-straordinary!