Egg Marketing - by Vijay Sardana

Egg Marketing : How To Make More
Money In Egg Business?
(Presented at Indian Poultry Journalists Association Seminar)
VIJAY SARDANA
PGDM (IIM-A), M.Sc. (Food Tech.) (CFTRI), B.Sc. (Dairy Tech.), Justice (Harvard),
PG Dipl. in Int'l Trade Laws & Alternate Dispute Resolution (ADR) (ILI), LL. B (in Progress)
Specialized in Food & Consumers Laws, IPR & Contract Laws
Agribusinesses Value Chains, Commodity Markets & Innovation Management

What is Egg?
Nutrient-dense staple food, high in protein,
vitamins and an important source of protein for
vegetarians, whose number is constantly
increasing.
Blog: Vijay Sardana Online

Nutritional Value of Eggs
% Daily Value*
Total Fat 11 g 16%
Saturated fat 3.3 g 16%
Polyunsaturated fat 1.4 g
Monounsaturated fat 4.1 g
Cholesterol 373 mg 124%
Sodium 124 mg 5%
Potassium 126 mg 3%
Total Carbohydrate 1.1 g 0%
Dietary fiber 0 g 0%
Sugar 1.1 g
Protein 13 g 26%
Vitamin A 10% Vitamin C 0%
Calcium 5% Iron 6%
Vitamin D 21% Vitamin B-6 5%
Vitamin B-12 18% Magnesium 2%
*Per cent Daily Values are based on a 2,000
calorie diet. Your daily values may be higher or
lower depending on your calorie needs.

Egg Marketing Channels

Marketing of Eggs
 Collecting;
 Grading and packaging on farm or transporting to a grading,
packaging and processing plant;
 Storing;
 Moving through wholesale and retail channels; and
 Selling directly to consumers.

Size of the eggs
What is the selling price of different eggs?

What the sizes mean:
Peewee - less than 42 grams
Small - at least 42 grams
Medium - at least 49 grams
Large - at least 56 grams
Extra Large - at least 63 grams
Jumbo - 70 grams or more

Egg Size Substitutions
Size Small Medium Extra Large
1 egg 2 1 1
2 eggs 3 2 2
3 eggs 4 4 3
4 eggs 6 5 3
5 eggs 7 6 4
6 eggs 8 7 5

Nutrition Information
Per Small Egg
(48 grams)
Per Medium Size
Egg (58 grams)
Per Large Egg
(68 grams)
Per 100 grams
Energy kcal (calories) 54 66 78 131
Energy kJ 227 277 326 547
Fat (g) 3.7 4.6 5.4 9.0
Saturates (g) 1.0 1.3 1.5 2.5
Monounsaturates (g) 1.4 1.7 2.0 3.4
Polyunsaturates (g) 0.6 0.7 0.9 1.4
Carbohydrate (g) trace trace trace trace
Sugars (g) trace trace trace trace
Protein (g) 5.2 6.4 7.5 12.6
Salt (g) 0.16 0.20 0.23 0.39

Vitamins
Per medium size
egg (58g)
% RI
Per 100g = content
of 2 medium eggs
% RI*
Vitamin A 64mcg 8% 126mcg 16%
Vitamin D 1.6mcg 32% 3.2mcg 63%**
Vitamin B2
(riboflavin)
0.25mg 18% 0.5mg 36%
Vitamin B12 1.4mcg 56% 2.7mcg 108%
Folate 24mcg 12% 47mcg 24%
Biotin 10mcg 20% 20mcg 39%
Pantothenic
acid
0.7mg 12% 1.4mg 23%
Choline 144mg 36* 285mg 71***

Minerals in an Egg
Minerals
Per medium size
egg
% RI Per 100g % RI
Phosphorus 91mg 13% 179mg 26%
Iodine 25mcg 17% 50mcg 34%
Selenium 12mcg 22% 23mcg 42%

Components of Eggs for Egg Products
The components of an egg
weighing 60 grams are made up
as follows:
1. Yolk (29%) – 17.4 g
2. White (61.5%) – 36.9 g
3. Shell (9.5%) – 5.6 g

Egg weight increase according to age of layer

Shell quality characteristics key for consumer appeal
Shell quality characteristics that must be considered are as follows:
 Cleanliness
 Soundness (unbroken)
 Smoothness
 Shape

Factors affecting Yolk and albumen quality
Factors that may cause loss of quality are as follows:
 Natural Factors
 Temperature
 Humidity
 Time
 Handling
 Storage
 Tainting

Production factors affecting quality eggs
 Breed
 Age
 Feed
 Management
 Disease Control
 Handling/Collecting Eggs
 Housing

Consumer Behavior
 Safety Quality
 Quality Oriented
 Nature Oriented
 Concerned Consumers

Consumer Preferences:

Health Claims and Eggs:
 Prevention,
 Performance,
 Wellness,
 Nurturing And
 Cosmetics
Concerns: Between risk and safety-the role of trust
 Safety Risks
 Allergens
 clearer warnings

Consumer perceptions of animal welfare & laying hens
 Personal Values
 Willingness to pay
Emerging Issues:
 Labelling
 Value eggs
 Standard eggs
 Organic eggs
 Free range eggs
 Barn eggs
 Luxury eggs
 Herbal /Ayurveda Eggs : ??
 Enriched eggs

The way forward-
 What does come first, attitude or labels in eggs marketing?
 Is animal welfare a guarantee of a better quality?
 Risk perception towards eggs must be addressed
 Determinants of behaviour: attitude and social norms
 Myths around eggs must be addressed.

Open for Discussion
Twitter: @vijaysardana

Egg Marketing - by Vijay Sardana

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