AEB responds to October editorial on SE recall

The editorial on the SE recall which appeared in the October edition of Egg Industry elicited a number of favorable comments and support. The editorial contended that there were many organizations and agencies responsible for the outbreak which involved 1,500 diagnosed cases attributed to eggs allegedly supplied from Wright County Eggs and an affiliate.

Simon M. Shane

October 19, 2010

The editorial on the SE recall which appeared in the October edition of Egg Industry elicited a number of favorable comments and support. The editorial contended that there were many organizations and agencies responsible for the outbreak which involved 1,500 diagnosed cases attributed to eggs allegedly supplied from Wright County Eggs and an affiliate. The only communication expressing a contrary view was in the form of a letter reproduced below which places the actions of the American Egg Board (AEB) in perspective.

The facts as stated by Craig Willardson, the chairman of the AEB, confirm that the board recognized the gravity of the situation and the potential for erosion of consumer confidence in shell eggs. Noting the efforts of an industry organization with respect to crisis control, the AEB marshaled their resources in public relations and applied their considerable credibility and goodwill among the media to provide factual information concerning SE, consistent with the mandate to provide consumer education.

It would be unfortunate and unjustified if the SE incident and recall detracts from financial support for the AEB. This body is critical to the wellbeing of the industry and must continue to provide leadership in research, education and promotion for which it requires continued income through the USDA-administered check-off program.

Dear Dr. Shane,

In response to your editorial, “Plenty of blame to be shared in egg recall,” I was disappointed with your assessment of the American Egg Board’s (AEB) role in the recall.

You stated, “There is plenty of blame to go around. To name but a few: The AEB for not acting quickly and authoritatively, applying its extensive resources to dispel concern among consumers in the face of negative publicity.”

I believe that the AEB did act quickly and authoritatively. The AEB reallocated $1 million to launch national newspaper, radio and digital advertising, along with public relations and social media efforts to reassure consumers about the safety of their eggs.

In fact, here is a snapshot of some of the AEB’s efforts:

Full-page advertisements were published in the Wall Street Journal, New York Times and USA Today, in addition to the top daily newspapers in the country’s largest 25 markets. The theme of the national communication was “a thoroughly cooked egg is a thoroughly safe egg.”
Conducted a satellite media tour with egg ambassador and registered dietitian Liz Ward that resulted in 27 interviews with TV stations nationwide. Ward also put the recall situation into perspective and delivered the message that “thoroughly cooked eggs are safe.” A generic version was also recorded and sent to 60 broadcast television stations, including stations in each of the top 20 U.S. markets.
Phil Lempert, the well-known “supermarket guru,” was immediately enlisted to reassure his radio audience that eggs on the retail shelves were safe; he discussed American egg farmers’ concern about the recall; and how the industry is working closely with the FDA and the USDA. For the month following the recall, Phil included these messages in his daily radio show. At the same time, the AEB released buy-one, get-one-free coupons into the marketplace to help restore egg sales.
Issued a press statement reminding consumers to thoroughly cook their eggs. The statement was picked up by more than 200 media outlets.
Implemented a major key word search program with Google, Yahoo and Bing to guide consumers looking for more information about the recall online to EggSafety.org.
Fielded two overnight Omnibus surveys of 2,000 people to measure consumer sentiment with regards to the recall. A follow-up survey will be conducted the weekend of October 23.
Recorded a 60-second radio spot with egg farmer Chris Pierce that ran on national satellite radio from August 27 through September 2. The commercial was also made available to state organizations.
Created an egg product campaign to reassure food manufacturers and foodservice operators that “Egg Products Are Safe Products.” The campaign included Web banners for use on the AEB’s website as well as key publications addressing the functionality and safety of egg products and distribution of the “Egg Products Are Safe Products” press release to editors of the leading ingredient publications: Food Business News, Baking & Snack, Milling & Baking News, Food Product Design, Prepared Foods, Food Technology and Food Processing.

According to current IRI data which covers key retail markets, egg sales have now moderated back to near-normal levels compared to 2009, a much quicker rebound than was realized during other food product recalls.

Many industry members and customers were not aware of everything the AEB had done for support during this difficult time. I believe that the industry has been well served by the AEB’s prompt and thorough actions.

Sincerely,

Craig Willardson

Chairman, American Egg Board