A free-range fiasco

The Australian Egg Corporation is once again trying its best to water down the meaning of “free-range” eggs, proposing that the maximum number of “free-range” birds increase from 1,500 to as many as 20,000 per hectare. Considering their already lax definitions of what constitutes “free-range”, this latest move is no surprise. To appease their large-scale producers, the organisation seems determined to destroy any remaining credibility given to the free-range term in Australia.

One can only expect consumer cynicism and scepticism towards egg producers to rise after these developments. So what can a small-scale producer who is raising hens in a true free-range fashion do? Start with complete transparency around how the hens are raised and the animal welfare standards employed. Then focus on building a brand and a reputation so consumers can move away from choosing eggs with a generic free-range label.

Only by delivering complete transparency and having a distinct and memorable brand will consumers once again believe that a “free-range” egg brand may actually mean just that.