NestFresh announced it is implementing a non-invasive in-ovo sexing systemin its egg operations in 2024 and plans to offer shell eggs produced from hens hatched with the technology by mid-2025.
According to NestFresh parent company Hidden Villa Ranch’s Executive Vice President Mike Sencer, the in-ovo sexing system works on brown layers and is used at day 13 of incubation to evaluate the difference in feather color between male and female chicks. After sexing, the male embryos are humanely euthanized.
"Our adoption of in-ovo sexing technology marks a pivotal moment in the egg industry," stated Sencer. "While many companies have announced plans to adopt in-ovo sexing technologies when available, NestFresh will be the first to actually implement this technology and bring in-ovo sexed eggs to the U.S. market.”
Sencer continued: “We have invested significant time and resources into research, development, and understanding the complexities of this emerging technology. Having collaborated with various systems and hatcheries, we have now placed orders for in-ovo chicks, with our eggs expected to hit the market by mid-2025."
U.S. consumers will be able to find the new in-ovo-sexed products at retailers including Albertson's, Harris Teeter, Whole Foods Market, Publix and H-E-B.
According to WATT Global Media’s 2024 Top Egg Company Survey, Hidden Villa Ranch is the 20th largest egg producer in the U.S. with 5.5 million layers.
NestFresh redesigned its packaging in 2024
In July 2024, NestFresh revealed its newly redesigned packaging. The new look is meant to cultivate and maintain a better connection with its current consumers and draw in new buyers.
The design shows color-coded packaging with bold letters to help consumers identify the producer’s eggs quickly in the egg cabinet, as well as illustrations of farmers interacting with laying hens. The packaging emphasizes that NestFresh hens are housed in free-range or pasture-raised environments and features the producer’s third-party certifications.
According to the producer, the packaging’s new colors and illustrations help create a sense of connection and warmth for consumers and is meant to replicate what it feels like to be on a NestFresh farm. Preliminary tests in stores using the updated design showed an increase in trial and repurchase rates among consumers, it explained.
