business news in context, analysis with attitude

The Wall Street Journal has a piece about the search for a "better egg," which has been launched by companies that recognize that the specialty egg business is growing faster (up 13.5 percent so far this year) than the traditional egg business (up 2.5 percent).

Until recently, the story says, "sales of regular eggs have been mostly flat or falling for decades … Now the industry is getting a boost from rising sales of eggs which tout various attributes on their labels: organic, extra omega-3s or cage free. These 'specialty eggs,' as they are known in the industry, are sold at a premium, which means egg producers, sellers, and grocery chains all want to find ways to sell more. Organic eggs tend to be the most expensive on shelves, while those with added nutrients are the top sellers among specialty varieties."

The holy grail of specialty eggs, at this point, is to "get enough calcium into eggs to brag about it on the label. Executives believe calcium is an appealing claim to most buyers, especially women. The average egg has about 28 milligrams of calcium—about 3% of the recommended daily intake of calcium for people ages 19 to 50—concentrated primarily in the yolk." The goal is to get enough calcium into eggs to be 10 percent of recommended daily intake.
KC's View: