Australian consumer egg industry perceptions surveyed

The Australian egg industry has surveyed stakeholders and 5,000 consumers to understand the values underlying public views of the sector.

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varrt835, Bigstock.com
varrt835, Bigstock.com

The first results from a research program into the relationship between the Australian egg industry and the public are due to be discussed with egg producers and other stakeholders this month.

The study came about as part of member-owned marketing and research and development company Australian Eggs’ commitment to the Sustainable Agriculture Initiative Platform, the primary global food and drink value chain initiative for sustainable agriculture.

The survey results will be used to support the implementation of a sustainability framework for the egg industry, which forms part of a long-term commitment by the sector to transparent engagement with the public.

The research was conducted by Australia’s leading science agency CSIRO and sought the views of 5,000 Australian consumers along with those of egg industry stakeholders, putting the relationship between the egg industry and the public under the microscope.

Three-dimensional view

The research sought to achieve a deep examination of the sometimes conflicting factors that influence public perceptions, such as carbon footprint, cost of food, animal welfare and economic contribution, examining the issues, positive and negative, from multiple angles to form a three-dimensional picture of the relationship.

In May this year, CSIRO conducted background research on the egg industry to establish a factual footing on the egg supply chain to enable engagement with stakeholders on complex industry issues.

This was followed by direct engagement with industry and external stakeholders with a good understanding of egg industry issues to ensure that a public survey could be developed that was focused on the most relevant issues.

Stakeholders were identified based on their role or expertise in relation to each of the key areas of the sustainability framework and included egg farmers and egg industry suppliers, government departments, financiers, retailers and non-government organizations. The information collected through this process was then analyzed to identify key themes.

These themes were then used as an input for the development of the public survey, which was directed toward exploring community views on the egg industry generally, and the key areas of people, animal welfare, the environment and economic viability, along with specific industry issues.

Understanding complexities

This public survey differed from other market research in that it sought to explore industry issues from multiple perspectives, so building a more robust understanding of the underlying values that influence the public’s views on the egg industry.

Rowan McMonies, Australian Eggs’ managing director, said: “The industry’s objective is to farm eggs for all Australians in a way that is socially, environmentally and economically responsible. The relationship between agriculture and communities is complex. The egg industry recognized the best way to manage this complexity is to increase the quantity and quality of engagement with the public and set a platform of transparency and accountability.”

After discussion with stakeholders, Australian Eggs will develop the content for its Sustainability Framework Report, which will include information on the issues raised in the public survey to enable a better understanding of the drivers for the impacts and contributions of the egg industry.

This process will be conducted in consultation with egg industry stakeholders and representative bodies, with a view to ensuring the information provided is accurate and reflects industry practice.

The report, and any subsequent engagement, will provide inputs for the second round of the sustainability framework process in 2019.

 

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