Sainsbury’s Commits To 100% Free Range Eggs

UK retailer Sainsbury’s has announced that from April 2020 all eggs sold in-store and online will be sourced from free-range farms in the UK. The supermarket, which sells around 800 million eggs a year – that’s 2.2 million eggs every day – will become the first major UK retailer to offer its customers 100% free-range eggs.

The commitment will help meet growing customer demand for free-range eggs. Recent figures from Kantar Worldpanel show sales of free-range eggs have grown by 12% over the last year, adding over £10 million in value, while sales of barn and cage eggs have declined over the same period.

Sainsbury’s is committed to sourcing with integrity and today’s announcement builds on its strong track record on eggs. In 2004 it launched a partnership with the Woodland Trust to help create and protect the UK’s woodland. To date, it has raised more than £8.8 million for the charity and helped to plant 3.6 million native trees with the potential to mitigate the impact of more than 812,000 tons of carbon dioxide from the atmosphere.

This was followed in 2009 when the supermarket became the first major retailer to go 100% cage-free for eggs. All of Sainsbury’s private brand eggs are already from RSPCA Assured UK farms such as The Lakes Free Range Eggs Co and it stocks more RSPCA Assured products than any other UK supermarket.

Judith Batchelar, Director of Sainsbury’s Brand, said: “We know our customers care about where their eggs come from and that they’re responsibly sourced. We’re committed to offering the best possible quality and value while ensuring high welfare standards and helping to restore the environment at the same time. That’s why every egg we sell will soon be sourced from free-range farms in the UK and we’re confident our customers will be able to taste the difference.”

David Brass, Owner, The Lakes Free Range Eggs Co, said: “It is a privilege to work with Sainsbury’s to supply 100% high welfare free-range eggs. This is a great example of Sainsbury’s holding the needs of its customers at the heart of the decisions it makes – delivering quality, sustainably produced eggs, whilst driving the highest standards of hen welfare and biodiversity through the planting of millions of trees for them to roam in.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.