Survey reveals free range more important than country of origin

New consumer survey results have shown that up to 88% of British consumers would rather buy foreign free range than UK battery produced eggs.

The survey involved eight different supermarkets, 10 retailers, a butcher and a large independent farm shop. This alarming result from was revealed at the Annual British Free Range Egg Conference by Barry Jackson, managing director of EggSell.

This could have a disastrous impact on the UK industry if there is a shortage of free range eggs, as the consumer may choose to source its supply from Europe.

Mr Jackson also explained that free range is often perceived as a better egg and is not considered to be a price conscious purchase to the shopper. The survey also disclosed that most consumers prefer free range as they thought that they tasted better.

Mr Jackson said that TV chefs and food culture had bought us a much more sophisticated shopper, he added: “Free range eggs give the consumer a good story, a good product and can promote sales.”

But it wasn’t all bad news, 76% of consumers look for eggs with the Lion Quality Marque compared to 24% who don’t.

There was also encouraging evidence that the British shopper wants to support the farm brand, as 94% of consumers who took part in the survey said that they would pay more for their eggs, if they knew that producers were being paid a bigger share of the price.

Mr Jackson said: “The consumer wants to support the farm brand. But the free range perception crosses the nation’s boundaries of loyalty to the producer and a national understanding of quality marks.

“The producer needs to be reassured that the salesman is fighting their corner.”

Mr Jackson added: “The future of retailing is free range. We have to make sure buyers don’t go to the continent to source the product. It is our responsibility to our customers to ensure supply.”