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TRANSCRIPT
YOU ARE WHAT YOU EAT
Oldways Supermarket Dietitian Leadership Symposium
Changing the American Palate March 30 – April 2, 2011 Santa Rosa, California
Terroir of Food
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Which Came First?
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Plus: -- Bakery Waste -- Recycled Cooking Oil
Why Diet Matters
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Generic Feed Meat and Bone Meal Animal Feed Fat
Eggland’s Best Feed
Generic Feed
You Are What You Eat!
• Patented feed program: – US Patent # 5,246,717 for “Eggs compatible with a Cholesterol
Reducing Diet and Method of Producing Same” – All-natural, vegetarian-only diet of:
• Healthy grains such as corn, soy and flax seed • Canola oil • Supplement of rice bran, North Atlantic sea kelp, alfalfa meal & Vitamin E • Never contains any animal fat, animal by-products or reprocessed foods
• Highest Standards: – NO hormones, stimulants or antibiotics – Hens are vaccinated at least three times
against Salmonella enteritidis – USDA-Certified facilities – “Safe Quality Foods” standard…able to trace eggs from plant to shelf – Kosher certified by the Orthodox Union
Why Diet Matters
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EB Large Eggs vs. Generic large eggs: • 25% less saturated fat • Twice the Vitamin D (Excellent Source of Vitamin D) • Double the Omega-3’s • 10 times more Vitamin E • 3 times more Vitamin B12 • Lower in cholesterol • 50% more Folate • 38% more Lutein • 40% daily value of Iodine vs. 15% for generic eggs • 6 g of protein and just 70 calories per egg
Better Diet, Better Eggs
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Better Taste and Performance in Recipes
Consistent level of quality
Farm Fresh Taste From Local Farms
Plumper, richer, creamier yolks Thicker whites
Harder Shells
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Top Chefs and Restaurants That Exclusively Use EB Eggs
About Eggland’s Best
• Started in 1992 with focus on being The BEST! – The No. 1 branded egg – Over $500MM in retail sales in 2010 – Grown at a double-digit pace for more than 14 consecutive years
• Privately-held co-operative with 19 franchisees: – Many are family farms – 57 total facilities in 37 states – National brand…locally produced…delivered fresh – Sophisticated distribution network: 45 warehouses and 4,000+
trucks • Franchisees must adhere to high, strictly-enforced standards:
– Raising, caring, housing and feeding of hens – Sorting, grading, packing and handling of eggs
• Over 45,000 lab tests done each year to ensure compliance – On top of inspections done by USDA and other 3rd party
organizations 10
Local Farms, National Brand
WA
OR
NV
MT
ID
CA
WY
UT
SD
ND
MN
NE
CO
KS MO
IA
AZ NM
OK
IL
AR
WI
IN
MI
OH
LA TX
MS
KY
AL GA
MD
PA
FL
WV VA
NC
TN
SC
NY
VT
NJ
DE
Production/Processing Facilities
Off Line Production
EB Corporate Office
NH
ME
MA RI
CT
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• All Cage Free and Organic hens are raised in farms with 3rd Party certification by either American Humane or Humane Farm Animal Care:
• All Organic Hens are raised and fed organic feed from birth
EB Exceeds High Standards
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• American Master’s of Taste: Superior Taste Gold Medal • American Culinary Federation: Seal of Approval • Good Housekeeping: Seal of Approval • Men’s Health: Top 125 Foods for Men 2010; Best Egg in Top 20 Organic Foods • Prevention Magazine: 25 Healthiest Foods for Women 2010 • Women’s Health: 125 Best Foods for Women 2010; #1 in Dairy Category • American Baby: Top Five Superfoods ‘10 • Better Homes & Garden’s: Best New Product 2011 in Dairy Category
Don’t just take our word for it Some of our most recent awards:
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TV Advertising
R
AD
I O
FSI’s
Integrated Marketing Support
Promotions & PR
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Online
Customizable Account-Level Marketing Support Available
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In-store events
PR, Web, Social Media EB has 20K+ loyal followers
Table Tents & Placemats Special Event
Support
Take-out/ Display Labels Signage
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Consumers Trust EB Following the egg recalls of 2010, consumers voted with their wallets for the brand of eggs they trust the most.
Source: IRI 52 weeks ending 1/23/11
EB Unit Sales Trend vs. YAG
10.2%
0.8%
8.0%
11.6% 10.6% 9.5%
5.0%
12.1% 10.5%
14.3%
4.0%
7.4% 9.0%
12.3%
0.0% 2.0% 4.0% 6.0% 8.0%
10.0% 12.0% 14.0% 16.0%
4 Weeks Ending
Unit Sales % Chg vs. YAG
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• EB unit sales continues to exceed YAG
Source: IRI 52 weeks ending 1/23/11
EB Top 10 Markets – Unit Sales • All markets, except Chicago, are experiencing growth vs.
YAG – Chicago has posted gains each of the last 4 quad periods
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YTD thru 12/26 Units (000) % Chg
New York 12,220 +3.5 Miami/Ft. Lauderdale 4,109 +11.5 Philadelphia 3,883 +6.6 Balt/Wash 2,946 +6.0 Atlanta 2,792 +13.4 Chicago 2,507 -3.2 LA 2,418 +14.5 Detroit 2,313 +16.1 Tampa/St. Pete 2,243 +10.0 Houston 2,199 +8.7
Source: IRI 52 weeks ending 12/26/10
EB Brand Essence
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Be#er Taste Be#er Nutri-on Be#er Eggs
What you put in you get out -‐ Patented all vegetarian, all
natural feed -‐ Nutri2onally superior egg
Test, test again, and re-‐test -‐ Most extensive quality assurance program in the industry (45,000+ tests/yr.)
Don’t take our word for it, take theirs -‐ Unbiased 3rd party endorsements from Preven2on, Men’s Health, Women’s Health, American Baby, American Masters of Taste
Freshness Guaranteed -‐ Harder shell -‐ Plumper yolks -‐ Richer color -‐ Delivered to store within
48 hours of laying
EB + Supermarket RDs • Recipes • Newsletter/web articles • Coupons for store nutrition tours
Food Trends to Leverage for In-Store Cooking Demos or Media Segments • Breakfast for dinner • Meatless Mondays • Getting the most nutritional bang for your caloric buck • Perfect portions of protein
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Summary • Better Nutrition • Award Winning Taste • #1 Egg Brand Recognized and Trusted by
Consumers • Consistently exceed highest standards for safety,
quality and animal care • Locally sourced; delivered fresh within 48 hours of
being laid • Safe Quality Foods Certified • Brand supported through extensive integrated
marketing campaigns which extends into retail
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Appendix
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Eggland’s Best vs. Ordinary Eggs Nutrient Ordinary Egg Eggland’s Best Egg Benefits
Cholesterol 185 mg 175 mg – white 170 mg -‐ brown
EB eggs contain less cholesterol than ordinary eggs.
Saturated Fat 1.6 grams 1.2 grams EB eggs have 25% less saturated fat than ordinary eggs.
Total Fat 4.5 grams 4.0 grams EB eggs have more than 10% less fat than ordinary eggs.
Omega 3 49 mg 115 mg EB eggs have more than two 2mes the omega-‐3 fa_y acids than ordinary eggs with 50% as DHA (58 mg). Omega 3’s are important for the developing brain and may contribute to cardiovascular health.
Vitamin E 2.5% of daily requirement 25% of daily requirement EB eggs are an excellent source of vitamin E with 10 2mes more vitamin E than ordinary eggs. Two EB eggs provide 50% of daily recommended intake (DRI). Vitamin E acts as an an2oxidant, and is associated with reducing the risk of cardiovascular disease.
Vitamin D 10% of daily requirement 20% of daily requirement EB eggs are an excellent source of vitamin D, they have two 2mes the Vitamin D contained in ordinary eggs.
Vitamin B2 14% of daily requirement 15% of daily requirement EB eggs are a good source of vitamin B2 (riboflavin). It is part of the B complex vitamins that work for healthy func2oning of almost all body processes.
Vitamin B12 8% of daily requirement (0.45mcg)
21% of daily requirement (1.25mcg)
EB eggs are an excellent source of vitamin B12 with three 2mes more vitamin B12 versus regular eggs.
Iodine 15% of daily requirement 40% of daily requirement EB eggs are an excellent source of iodine and contain almost three 2mes more iodine than ordinary eggs, which can help regulate the body’s metabolism.
Folate 5.9% of daily requirement 24mcg
10% of daily requirement 40mcg
EB eggs are a good source of folate with almost twice the level of folate than ordinary eggs.
Lutein 145 mcg 200 mcg EB eggs contain 38% more lutein versus regular eggs. Lutein helps keep eyes, body 2ssues and the immune system healthy.
Choline 125 mg 125 mg EB eggs are a good source of choline. Choline is especially important for pregnant and breast feeding women as it has been shown to influence brain and spinal cord func2on as well as fetal and infant brain development.
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