Happy Egg Co recognised for US expansion

The Happy Egg Co has been recognised for its successful entry into the US market by the Chartered Institute of Marketing’s food, drink and agriculture group.

It picked up this year’s marketing award, previously won by brands such as the Fair Trade Foundation and high-end chocolatier Green & Blacks, for growth in the US grocery market.

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Since launching in the country in 2012, the Happy Egg Co has grown its business to USD30m in sales (£21.5m), and grew distribution by two-thirds last year.

The brand is capitalising on huge growth in the cage-free market, and is selling its eggs in some 6,000 outlets in the states.

Market data has suggested 85% of America’s 200 million-hen laying flock is now cage free.

Jenni Danby, of the Happy Egg Co US said the company was carving out “ground-breaking animal welfare standards within the egg industry”.

“It has been a truly rewarding challenge and this recognition will help us push on and keep driving our true free range proposition forward and continue our mission to make humanely raised eggs available to all US consumers at an affordable price.”