What is the Vision 2028 impact on the business?

The Bird family have been producing eggs for over 55 years.

The first hens kept by the Carl & Peter were free-range, but back in the 1960’s, eggs were seasonal and extremely expensive. As the wider food industry evolved and scale production methods were incorporated, our business grew to meet this demand and today we form a key part of the UK egg industry. The decision to exit from a cage-based system and to replace with barn will blend seamlessly with our established free-range approach, helping to achieve long-term alignment with the UK market.

What are the key benefits of moving to a barn system?

Consumers make their decisions based upon several determining factors ranging from price to production type, and any number of factors in between. Retailers and food providers obviously play a huge part in driving consumers towards what they want, so it is important that our ongoing production methods are aligned to their varied sales strategies. Crucially, we believe that our new ROOST barn range will offer consumers a choice that meets their price and welfare expectations.

What is driving the switch to a barn laid system?

Whilst we anticipate that our customers and their end-consumers for caged and free-range will consider buying barn eggs, there will be a transitionary period where buying habits evolve. Specific customers will select their egg ranges based upon their own consumer needs, but for the next 5 years, we will offer a blend of colony, barn, and free-range eggs, until we’ve fully completed the conversion process.

What message do we have for customers who currently purchase caged eggs?

Whilst we anticipate that our customers and their end-consumers for caged and free-range will consider buying barn eggs, there will be a transitionary period where buying habits evolve. Specific customers will select their egg ranges based upon their own consumer needs, but for the next 5 years, we will offer a blend of colony, barn, and free-range eggs, until we’ve fully completed the conversion process.

What are the welfare credentials of barn eggs?

Barn eggs are laid by hens that are housed in large, climate-controlled sheds without cages. The hens roam freely within the shed, socialising, and perching, and without the threat of outdoor predators or exposure to the elements. During the daytime, free-range hens enjoy unlimited access to outdoor pastures, but at night, the hens are housed to the same standard that barn.