Dollar Tree will be expanding its cage-free egg signage pilot to additional stores in 2024, according to its December 2023 announcement.
In 2023, the chain completed phase one of its cage-free egg sales test, in which it used signage in the refrigerated section of 63 stores to help consumers identify which eggs were from cage-free or caged hens.
Dollar Tree said the results of the pilot were positive, and in 2024, it plans to expand its cage-free initiative to hundreds more locations based on product availability, affordability and customer response. Additional information on the test will be provided in Dollar Tree’s 2024 corporate sustainability report, which will be published in the Spring of 2024.
Currently, Dollar Tree sells cage-free eggs in California, Massachusetts and Colorado, due to the states’ housing laws.
In 2016, Dollar Tree made a commitment to source 100% of its eggs from cage-free layers by the end of 2025 based on available supply, affordability and customer demand. As of now, it still plans to meet the goal.
More about the pilot
In the Summer of 2023, Dollar Tree conducted a pilot that tested signage comparing cage free and conventional egg options in 63 of its locations.
During the pilot, Dollar Tree used cage-free and conventional egg signage to determine how it affected the customer’s purchasing decision. According to Kate Kirkpatrick, Dollar Tree Vice President of Communications, the results of the pilot were measured based on sales and customer interest.
Additionally, Dollar Tree said that during the pilot, it would evaluate adding supplemental in-store messaging or in-aisle labeling to educate consumers on the differences between conventional and cage-free eggs. However, WATT Poultry was not able to confirm whether this happened, and if it impacted the results of the study.
In its press release, Dollar Tree stated it would include questions in customer assortment surveys to understand the consumer’s perception of cage-free options but is not releasing the questions it asked at this time.
