A Packer and Producer Perspective on the Future of White Eggs by Tom Elliott, MD of EGGSELL LTD

The business is based at their Bewholme Farm, to which the Elliott Family can trace their East Riding farming roots back to 1957 when Tom’s grandfather moved to Bewholme. The family then bought the family farm, inland from Hornsea on the North Sea Coast of Yorkshire. Tom recalls, “Dad did have some poultry back in the 50s, and he sold the eggs on his fruit and veg round. The farm was originally arable, then we added pigs, calf rearing and finally the first free range flock came in 1989”.

Increasing returns to free range producers

In 2007, with the aim of increasing returns to free range producers, three farming families, Elliott, Sinkler and Kirkwood, all East Yorkshire egg producers, formed The Eggsell Marketing Cooperative, initially using one packing facility at the Kirkwood farm. As Tom explains “Since then the business has grown steadily, and we continue to take on new producers from as far afield as Oswestry, Leicestershire, and Lincolnshire. We try to sell what the producer wants to produce, and this approach has taken our weekly volume to over 5 million free range eggs per week.

“We believe in a family run business with family values, and as a result many of our producers have become friends. Similarly, we encourage buyers to visit the farm, so we can tell them our story, and we find this helps to build long term relationships”.

An eye out for something different

When further sites became available in 2023, and with an eye out for something different, Tom saw an opportunity to back his instinct that the market for white eggs was beginning to open up. “We had heard good things about white layers and after fact-finding trips to Europe, we were comfortable enough for one of our producers to order the first flock of Dekalb White birds from Joice and Hill. I believe that there are increasing significant signs that retailers and consumers are increasingly happy to see white eggs on supermarket shelves, and the change is happening quickly. Therefore, by July this year, we will have six flocks in production, and we are already predicting that white egg production will represent 50% of our free-range production by the end of 2025.

“Looking back to when the national flock was 44 million birds and the shelves were full, retailers had no need to look beyond brown eggs, and when we started in 2023 the white eggs were difficult to sell. Now, we find that once people have tried the white eggs they keep coming back, something one of our partners, Lidl, has also seen.”

Joshua Villis, Head of Buying at Lidl GB, commented: “We’re proud to champion British farming and our commitment to sourcing 100% British eggs has never wavered. After a successful trial of white eggs in selected stores, we’re fully behind this product and actively seeking new partners, while offering financial incentives to existing farmers to expand production capabilities. By working closely with our suppliers, we’re able to offer shoppers a diverse range of products that meet the needs and preferences of our growing customer base, while also supporting the growth of British businesses.”

Perfect poached eggs

The Eggsell approach to business is based on taking opportunities, and developing unique solutions, rather than a hard sell, and it seems to be paying off. “Our relationship with Booker began in 2012 when they were faced with a sudden supply issue. After a phone call, out of the blue, and a site visit, we started packing the very next day. That’s a perfect example of how long-term relationships can start” says Tom “For example, to find a market for medium eggs, we approached the Ivy chain of restaurants and offered them eggs with a rich yolk colour. We now supply all the Ivy Restaurants as well as the Mitchell and Butler chain. We have also developed a runny poached egg product, for hospitality and catering. By strictly controlling egg weight, and selecting eggs from birds within a precise age range, we can promise perfect poached eggs!

The benefits of white eggs go beyond egg numbers

Tom is keen to ensure the momentum that he sees gathering pace in white egg production continues. “I believe it’s important that the strong messages about white eggs are given as much exposure as possible. There are several gains for producers and packers that go beyond the financial benefits of high egg numbers and longer cycles. Selling to major retailers, carbon foot printing is quite rightly an important area of compliance. In this regard white birds have a demonstrably lighter touch on the environment. Similarly, in terms of welfare, there is virtually no pecking and no smothering. So, there is no doubting the performance and management advantages that white birds give over brown birds - but I believe that the benefits of white eggs go beyond egg numbers and longer cycles.

“One factor that is less recognised is the significant reduction in human mental health challenges that result from the ease of management of white birds. The fact that the white birds are easier to manage makes for better mental health amongst employees, better staff morale, and with staff hard to come by, retention is very important. For example, picking up floor eggs is hard and unpleasant work, and white breeds such as DKW are generally recognised as having very few floor eggs.

“To put it simply if you have a white bird that solves all these issues, and the eggs are just as good as brown eggs – everyone is better off. As cycles extend even further, as a long- term objective, the possibility of white birds enabling one turnaround, every other year, at the same time of year, would be great for the many producers who are also arable farmers”.

The confidence to trial the Dekalb White birds

One factor that gave Tom and Mark the confidence to trial the Dekalb White birds was the long-standing relationship with Peter Cumbers and Will Judson of Joice and Hill. “Will started his career on producer farms that supplied Elliott, and it’s great to see him using that experience in this new role with Joice and Hill. He has been a great help in providing advice as we trialled white birds” Tom reflects.

“The Dekalb White really comes into its own past 70 weeks, with flat curves on numbers, egg weight and shell strength. We are seeing more and more flocks achieve 500 eggs over weeks, with more and more producers joining the Dekalb White 500 club. No wonder we are usually the first port of call for producers looking for white birds” comments Will.

Tom also appreciates the help given by Hendrix Genetics to the farming community groups he supports. “Teun van de Braak, Manager Global Technical Service & Customer at Hendrix Genetics made a presentation to the Yorkshire Egg Producer Discussion Group recently, and I am grateful to Joice and Hill for supplying chicks for the Driffield Schools Food & Farming Day, which is attended by 1500 primary school children, every year”.