Morrisons has taken a significant step towards sustainability by adding a white egg pack to its Chuckle Eggs range. This initiative, which forms part of the broader ‘For Farmers’ campaign, ensures that a portion of the proceeds benefits farmers directly.
Morrisons’ decision to roll out white eggs is rooted in sustainability and support for farmers. The white eggs are similar in nutritional value and culinary use to the more common brown eggs, with their primary distinction being the shell colour, determined by the hen’s breed. The choice to include white eggs comes from their lower carbon footprint, as the hens require less feed to produce the same quantity of eggs as their brown counterparts.
Customers purchasing a half dozen box of these white eggs contribute six pence back to the farmers, enhancing their financial stability. Since the launch of the ‘For Farmers’ initiative in 2015, Morrisons has channelled over £25 million back to its agricultural partners, underlining its commitment to supporting the farming community.
The Chuckle Egg range features eggs laid by hens that have extensive freedom, enjoying access to outdoor spaces, woodland ranges, and bee-friendly flower strips. This welfare standard aligns with Morrisons’ broader focus on sustainable practice and animal care, affirming their eggs meet British Lion code and RSPCA standards.
Morrisons collaborates with over 65 egg farmers, offering them long-term contracts and prompt payment terms that help bolster their financial security and encourage reinvestment in infrastructure. Additionally, each flock receives a carbon footprint analysis, empowering farmers to chart sustainable growth plans tailored to their farms’ needs.
In response to the changing consumer preference for sustainable shopping, Sophie Throup, Technical and Sustainability Director at Myton Food Group, asserted that while white and brown eggs taste and appear the same, the environmental benefits of white eggs pave the way for more eco-conscious choices in their stores.
Morrisons’ introduction of white eggs reflects a strategic move towards sustainability and a robust support system for farmers. This initiative not only addresses the growing consumer demand for environmentally friendly options but also reinforces Morrisons’ commitment to sustainable farming practices.
