In the supermarket race to increase sales of free range eggs ASDA is the clear winner.
In the past twelve months it has boosted its own volumes of free range by 13 per cent. And that follows an increase the previous year of 19 per cent.
In the last year alone ASDA customers have purchased an extra 45,000 dozen free range eggs, growth which has effectively put 95,000 extra hens out on range. For this remarkable achievement ASDA has been named the winner of the BFREPA 2005 Good Egg Award.
It is not just that the supermarket giant has outperformed the opposition. Although it certainly has. Compared to its two year average of 16 per cent increase in free range sales, Sainsburys has achieved 8 per cent increase, Tesco 6 per cent and Morrison/Safeway 13 per cent.
But what makes the ASDA achievement even more remarkable is that its success has not been the result of purchasing other stores. It is all down to a determined policy to change the perceptions and buying habits of its existing customers.
Research carried out by major ASDA supplier Stonegate showed that many ASDA shoppers did not even know the supermarket stocked free range. Others believed that the eggs would be too expensive and some had decided that the eggs would not be "real" free range.
The retailer has reacted with a series of major decisions. It has changed its egg packaging by a switch from printing directly onto boxes and instead using labelled packs, making identification and choice easier. It has also removed "Premium Fresh" cage eggs from its stores, replacing them with barn eggs. Many customers in fact switched directly to free range.
Stores also reduced the number of "shipper units" around the store offering value line cage eggs. This had the effect of drawing customers to the main egg fixture where they had the opportunity to choose free range. The launch of the Big and British free range brand, jointly with Stonegate, also converted cage egg buyers to free range to the extent of 15,000 dozen a week.
The in-store activity has been backed by promotion of the free range message in ASDA media. Egg recipes specifically state the use of free range eggs.
BFREPA chairman Tom Vesey said: "All supermarkets have seen growth in free range eggs but what ASDA has achieved in terms of major strides forward over a two year period is quite remarkable. Its success has been due to important policy decisions being put into practice with real conviction. ASDA truly deserves our award."
The Award, which marks outstanding contributions to food quality and animal welfare, will be presented at the free range conference next month.
