CHOICE names shonkiest 'free-range' egg producer

A ‘free-range’ egg company with questionable marketing tactics has been named as the 2013 People’s Choice Shonkiest Shonky by consumer watchdog CHOICE. ecoeggs has the dubious honour of a landslide victory in the public poll, taking 919 votes out of a total 2512 cast.

“With a high free-range stocking density, sky-high price and questionable ‘eco’ credentials, the Shonkys have shined a light on ecoeggs' stocking densities, and consumers are in a flap,” said CHOICE spokesman Tom Godfrey.

ecoeggs’ stocking density of 20,000 hens per hectare is more than 13 times the free-range limit of 1500 hens per hectare. While not upheld by legislation, this figure is defined in the national code of practice.

Consumers’ dissatisfaction stemmed from the company cashing in on increased demand for free-range eggs. Despite being one of the most expensive free-range egg products available, ecoeggs come in a pack of just 10 eggs.

The Shonky award follows CHOICE’s super-complaint to Fair Trading NSW, which called on the regulator to investigate misleading ‘free-range’ egg claims that have seen consumers paying up to double the price of cage eggs for eggs coming from heavily stocked egg producers.

“Consumers are flocking to free-range eggs, which now account for approximately 40% of the market, but the lack of a nationally enforceable standard means many so-called free-range products don’t come close to meeting consumer expectations of what the term should mean,” said Godfrey.

“In November last year the Australian Competition and Consumer Commission (ACCC) provided an initial assessment rejecting a proposal from the egg industry that would have certified up to 20,000 birds per hectare as free-range, saying the rules might “mislead or deceive consumers”.

“With an increasing number of Australians paying a premium based on free-range claims, CHOICE thinks it’s crucial consumers have confidence they get what they pay for, and an enforceable national standard would achieve that.”

CHOICE is calling for a nationally enforceable standard for free-range eggs, developed in consultation with industry and animal welfare experts.