How the Egg Growth Group developed and launched a branded retail egg for The California Egg Commission.
| Situation: |
The California Egg Commission (CEC) wanted to develop and launch a value-added retail egg carton to create incremental sales and profits. |
| |
| Problem: |
The CEC had attempted to launch a previously developed design, but could not get support of the Industry at large for the design and brand due to lukewarm response from consumer’s surveys and retailers previews alike. |
| |
| Solution: |
The E.G.G. applied Lakeside Brands’ Systems Thinking Model which is comprised of a Vision, Goals, and Guiding Principles, while conducting periodic business reviews and sign-off protocols of a cross-functional forum of industry professionals. |
| |
| Benefit: |
The launch and test marketing of California’s Finest Eggs to over 650 supermarkets in northern California resulted in a 3-fold increase of profits over private label eggs. Furthermore, on a same store basis, specialty egg sales actually increased sales by over ten percent. |
