Size Matters

Looking back over the years, we’ve had some fantastic media coverage, including when we launched our Size Matters campaign in 2021. The aim of Size Matters was to encourage consumers to buy medium and mixed weight eggs. The reason was simple : to relieve pressure on birds to constantly pop out whoppers and give them the opportunity to lay more naturally.

No farmer wants his hens constantly laying huge eggs which would be detrimental to their health, yet over 50% laid by the UK flock of 36 million hens are large. Why? Because retailer marketing suggests that big is best, big is good value.

Our campaign quickly gained national interest through the Guild of Food Writers who understood the part they could play in helping to adjust the misconception that big is best. Within months, a collaboration between the charity, the industry and with the support of the President of the Guild of Food Writers, Orlando Murrin, the news hit TV and press across the country. Not only that but magazine goliaths such as Good Food and delicious. to name a few removed the need for large eggs from their recipes where it was possible.

As a result the growth in medium and mixed weight eggs has continued to steadily increase and from that the well-being of laying hens continues to steadily improve. Result!