Morrisons has introduced a white egg pack to its Chuckle eggs range.
The range is part of its wider ‘For Farmers’ initiative in which 6p is given back to farmers per half dozen box of eggs.
The white egg box (rsp: £1.85) will be available across 423 stores.
White eggs have the same nutritional properties as brown eggs but are from white hens, which require less feed to produce the same amount of eggs, resulting in a lower carbon footprint.
Hens supplying into the Morrisons Chuckle range have freedom to roam outside, woodland ranges and bee-friendly flower strips.
Morrisons launched its For Farmers range in 2015 so customers could show support by choosing a range which commits extra money to go to farmers.
The range has given over £25m back to farmers since it was launched.
“Brown eggs have traditionally been sold in the UK and white eggs currently account for only 10% of sales,” said Sophie Throup, technical and sustainability director at Myton Food Group for Morrisons. “We know our customers are continuously looking for ways to shop more sustainably, and although in terms of taste and size white and brown eggs are exactly the same, the lower carbon footprint benefits of using white hens means we are able to offer a more environmentally-friendly egg.”
Morrisons workers with over 65 egg farmers in addition to the white egg farmers. They benefit from long-term contracts and short payment terms, which give them financial reassurance to invest in their farm’s infrastructure and the future of their business.
The retailer also offers carbon footprinting analysis for every flock, and support is available for each farmer to develop a sustainable growth plan tailored to their farm.
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