USA – Happy Egg, a leading American producer of eggs, is merging with Egg Innovations, a supplier known for its regenerative agricultural products, as it aims to promote innovative and sustainable farming techniques.
This merger will provide Happy Egg with essential resources, including a feed mill, an expanded supply of organic eggs, and a specialized packing and distribution center, as stated in a recent news release.
Specific financial terms of the deal have not been made public.
“Partnering with Egg Innovations allows us to redefine consumer expectations in egg farming by introducing advancements such as pasture-raised and regenerative farming methods,” stated Alex Worley, CEO of Happy Egg.
“This represents a major advancement in our mission to provide high-quality eggs to more Americans.”
Egg Innovations is recognized for its commitment to sustainable practices in the egg industry, having become the first company in the U.S. to implement in-ovo sexing technology.
This method offers a more humane alternative to the traditional practice of culling male chicks.
According to Nielsen, Happy Egg holds the title of the largest free-range egg brand in the United States.
Based in Rogers, Arkansas, the company operates over 100 family farms throughout the Ozarks and the Midwest, producing eggs known for their rich, orange yolks.
In recent years, Happy Egg has faced criticism from consumer and animal welfare organisations, which have accused the brand of misleading marketing regarding its free-range practices.
Last month, People for the Ethical Treatment of Animals (PETA) lodged a complaint with the Federal Trade Commission, claiming that the company’s representations about animal treatment are misleading.
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