Lion Quality eggs are launching a new marketing campaign to find the “face of eggs,” for 2009 with a £5,000 prize up for grabs for the winner.

The British Egg Information Council (BEIC) has recruited a range of experts to assess the entrants on their ability to poach an egg successfully.

Entrants will also be required to create a signature dish featuring eggs, to be cooked in less than 10 minutes.

“We’re not looking for the next MasterChef,” says BEIC chairman Andrew Parker, “but we do want to find someone that can not only cook eggs well, but can also inspire others to have a go. They will then help us communicate the speed, ease and versatility of cooking with eggs.”

Top chef and food expert Paul Merrett will be joining Lion Quality eggs in May to launch the campaign with a “cook off,” during British Egg Week in October.

The competition will be launched through BBC Easy Cook magazine and specialist catering magazines. It will be open to both professional and trainee chefs and also members of the public.

A special website www.eggrecipes.co.uk/eggsfactor will be launched on 1 May 2008 for anybody wishing to enter. Those who make the shortlist will be invited to a series of regional finals across the UK in September.

The seven winners of the finals will compete in a national cook-off in October, when the “face of eggs”, 2009 will be crowned.