May 2009 Editor: Ashley G. Richardson

On behalf of Americanegg farmers on April 13,AEB Chairman JacquesKlempf and PresidentJoanne Ivy presented the32nd CommemorativeEaster Egg to first ladyMrs. Obama. The WhiteHouse Easter Egg Rollwas bigger than everbefore with an estimatedcrowd of 30,000 people.AEB supplied the event’smost important ingredient–13,500 hard-cooked anddyed eggs for the day’sactivities, as well asvolunteers’ apronsand hats.

Howard Helmerwas among severalhigh-profile chefs,including Art Smith,José Andrés andseveral White Housechefs, invited todemonstrate healthymeal preparation atthe Kid’s Kitchenstage. With theWhite House as the backdrop,Howard conducted omelet demonstrations and invited kids tocome up on stage to cook withhim to showcase healthy quick-and-easy omelets.

Kids and parents lined up allday to snap their photos in theincredible egg chair, which wassituated on the South Lawn withthe Washington Monument

serving as thebackdrop. Mrs. Jill Bidenmade a surpriseappearanceand had hervery ownphotosnappedin the eggchair withJacquesKlempf.Parentsuploaded

their egg chair photos to theincredible “Wall of Fame” onincredibleegg.org.

AEB had a wonderful chanceto interact directly with consumers,highlighting the benefits of eggsand handing out magnets with theproper instructions for hard-cooking eggs that promotedwww.incredibleegg.org. Throughoutthe day, AEB distributed 3,000

magnets to attendees. In addition,AEB posted signage of the incredible print ad featuring LukeMyers, which also helped toincrease visibility. AEB also distributed a press release via thewire early Monday morning to

announce AEB’s involvement inthe event. Howard also secured TV interviews on the White Houselawn.

Incredible White House success

• Emphasizing the value of eggs

• New educational resource available

• AEB-sponsored WSSAChampionships held

• Consumer Recipes & Morelaunches

• Expert FAQ section planned• Incredible national TV

coverage

AEB’s new print addebuted this month intwo national foodservice magazines, Nation’sRestaurant News andQSR. The ad targetskey decision makers atquick-service restaurants (QSRs)and highlights thegrowth in breakfasttraffic, an excellentopportunity for eggs,and will appear 14 times throughoutthe rest of 2009.Featured in the ad areAEB’s recipes, ideasand information thatwill help a QSR operator make a successful breakfastprogram.

Working in conjunction with the new ad, a set ofegg sandwich recipe cards also target QSRs.

According to The NPD Group, breakfast sandwiches were the most popular morning meal food item at QSRslast year. To assist QSRs by providing on-trend egg sandwich ideas, these cardsinclude recipes for: Breakfast Burger,Chipotle Chicken Breakfast Burrito,Breakfast Club Flatbread Sandwich, Hot &Sweet Breakfast Sandwich, PaniniPerfecto Breakfast Sandwich andBreakfast Bowl. These cards will be debuting at the National Restaurant

AssociationRestaurant,Hotel-MotelShow, takingplace inChicago laterthis month,and will beavailable inAEB’s

inventory. Additionally, an inserted replycard inserted appeared in May’s QSR. Restaurantoperators can also order individual copies of thecards on the website, as well as download the PDF.

Emphasizing the value of eggsAEB continues to promote the incredible value of eggs to the media and consumers through all outreach

efforts. The following list outlines recent efforts focusing on the affordability and value of eggs, culminating intens of millions of consumer impressions:

• Easter holiday outreach included Howard Helmer touting the ease and affordability of hard-cooked eggsvia a radio media tour along with interviews in local newspapers, “Mike and Juliet” and “Mr. Food.”

• April’s e-blast highlighted eggs’ affordability and showcased three new AEB egg recipes that cost lessthan $1 per serving.

• AEB’s recipes are featured on Cooksrecipes.com and will beincluded in upcoming articles in the San Diego Union-Tribune andTaste for Life magazine.

• Science Olympiad media outreach efforts highlight the value ofeggs, reminding moms that eggs are a healthy and affordable mealsolution to help kids be incredible.

• Incredible Egg Ambassadors continue to remind media andconsumers that eggs deliver a big nutrient bang for the buck.

• Three online advertising banners–one featuring Sport StackingChampion Luke Myers–inform consumers of eggs’ nutritional benefits and energy for mental-and-physical energy.

• Reader’s Digest, Scholastic, Weight Watchers and Parent &Child all include information on eggs’ competitive price points, aswell as affordable breakfast options with eggs!

• AEB continues to monitor egg prices and update a proteincomparison chart on a monthly basis to communicate effectivelythat eggs are one of the most affordable sources of high-qualityprotein available in the marketplace.

Foodservice ad & recipe card debut

The instructional EggScience & Technology LessonPlan, Volume 2 is off the press.Prepared and produced underthe supervision of an editorialboard of scientists andeducators, the Lesson Planprovides the latest informationabout eggs and egg productsthat is readily adaptable to foodscience, technology, and/or culinary curriculums. Here’s what’sincluded:

• Binder with 185 pages of information• PowerPoint presentation on CD with comprehensive notes• Egg Product Reference CD–filled with scientific-based

technical information, complete with summaries of egg product research, nutritional information, and reference data

• Eggs 101: A Video Project DVD–an award-winning video designed to educate consumers of the egg industry’s good animalcare practices

A complimentary copy of the Lesson Plan will be sent to allcolleges and universities in the United States offering degrees inFood Science and Technology, Food Engineering, Poultry Science,Animal Science and Culinary Science. All further processors andstate promotion organizations will also receive a complimentarycopy. For more information, contact Elisa Maloberti,emaloberti@aeb.org.

New educationalresource available

Hard-cooked eggs took centerstage in broadcast, print and onlinecoverage this Easter. AEB mediaefforts surrounding the holidayresulted in more than 42 millionmedia impressions.

Howard Helmer demonstrated theaffordability and ease of hard-cookingeggs via a radio tour with stationsacross the country along withtelevision interviews on outlets like“Mike & Juliet” and “Mr. Food.”

Hard-cooked eggs wereshowcased in print and onlinepublications, including the Wall StreetJournal, Chicago Sun-Times, HoustonChronicle and Seattle Times.

In addition, 29 mom bloggersshared how they used their leftoverEaster eggs as part of a ParentBloggers Network blog blast, reaching more than 32,000 moms.AEB’s hard-cooking educationprogram doesn’t end with Easter.More updates to come as wecontinue this outreach throughout the year.

AEB’s recent sponsorship of the WSSA World StackingChampionships in Denver, CO, was a success. More than 500competitors and their families from 13 different countries gathered

together for the exciting and wholesometwo-day event. Events ranged from themore popular individual runs and teamrelays to the newly introduced big stack.

AEB’s own Luke Myers truly wasincredible breezing through Day 1. Day 2’s“Stack of Champions” event, reserved forthe top finalists, proved to be equally assuccessful. Luke took first place in his agegroup in the cycle and blew away thecompetition with Team USA in the relays.

The sponsorship was well-representedand well-received. “Incredible” banners wereproudly displayed throughout the coliseum,and our logo could be seen on every Team

USA member’s shirt. AEB also provided hard-cooked eggs as anenergy-boosting snack, giving away more than 1,200 eggs in just thefirst day. The eggs also were a desired alternative to the unhealthysnack options offered at the venue. Team USA member’s motherthanked the AEB representatives for promoting healthier food choices.

A big “thank you” to the ColoradoEgg Producers Association–BoulderValley Poultry, Colorado Egg LLC,Countryside Eggs, Hillside Egg Farm,Morning Fresh Farms, Nest Fresh andSparboe Farms–for providing the eggsfor the event! Terrie Wilder, SparboeFarms, and Jean Haskovec and ColleenAvila, Morning Fresh Farms, staffed thebooth.

Immediately following thetournament, Luke headed to New YorkCity for an appearance on “Today.” Heshowed off his stacking skills and wowedhosts Kathie Lee and Hoda as hecompeted against them in a stack-off,looking great in his AEB t-shirt.

On April 27, Time magazine featureda story on sport stacking and mentionedLuke’s appearance in the incredibleedible egg advertising campaign. Lukealso appeared on FOX’s “Mike & Juliet”Show on May 18.

AEB-sponsored WSSA Championships held

Easter a successin the media

AEB Advertising Update

May 2009 TV Advertising Update

Network TV Program Dates TimeNBC Today Show 5/6, 5/7, 5/8, 5/12, 5/14, 5/15 7AM-9AM ABC Good Morning America Weekend 5/17, 5/18 8AM-9AM

Good Morning America 5/5, 5/15 7AM-9AMAmerica this Morning 5/5, 5/16 6AM-6:30AM

Syndication TV Program Dates TimeRachel Ray week of 5/5 See Local Listings Chris Matthews week of 5/5, 5/12 for Times Your Total Health week of 5/5, 5/12 Disney Movies (Cider House Rules) week of 5/12Live with Regis and Kelly week of 5/12Tyra Banks week of 5/12Cable TV Dates TimeDiscovery Health week of 5/5, 5/12 Early Morning, Daytime, including “All About Babies,” “Babies:

Special Delivery,” “Baby Building Blocks,” and “New You”Entertainment week of 5/5, 5/12 Early Morning (7A-12N)FOX News week of 5/5, 5/12 Fox n’ Friends (6A-9A)Great American Country week of 5/5, 5/12 Early Morning (6A-8A), Daytime (8A-4P), Weekend (8A-3P)HGTV week of 5/5, 5/12 Early Morning (7A-9A), Daytime (9A-3P)Lifetime Movie Network week of 5/5, 5/12 Daytime Movies (6A-4P)Hallmark Channel week of 5/5, 5/12 Daytime (8A-3P), Saturday Morning (6A-12N), Sunday

Morning (8A-12N)Oxygen week of 5/5, 5/12 Daytime (8A-12N), Fringe (12N-6P), Weekend Daytime (8A-2P)Soapnet week of 5/5, 5/12 Early Morning (6A-9A), Daytime (9A-3P)Style week of 5/5, 5/12 Early Morning (6A-12N)Food Network week of 5/5, 5/12 Daytime (9:30A-3P), including “Iron Chef America” and “In the

Kitchen”TNT week of 5/5, 5/12 Primetime in the Daytime (6A-10A)Weather Channel week of 5/5, 5/12 Early Morning, includes “First Outlook,” “Weekend View,”

“Weekend Overnight” and “Your Weather Today”

April May June

30 8 13 20 27 4 11 18 25 1 8 15 22

Second Quarter Media Schedule (Network, Syndication & Cable)

Rachael Ray “Incredible People” Integration dates:May 15–David, a 12 year old with a developed palate andincredible food-and-nutrition knowledge, will give advice onhow to find a healthy meal at any restaurant. His big messageis that you don’t have to compromise on flavor or taste when itcomes to choosing healthy items off a menu. TBD–When Aaron lost his twin brother to cancer, he struggledin school, and his emotional state began to suffer. With thehelp of a creative doctor, he started his own baking companyas an outlet. Aaron is now excelling in school and helping hisfamily to make healthier food choices.

AEB Advertising Update Continued

May 2009 Print Advertising Update

May 2009 Online Advertising Update

Publication IssueScholastic Parent + Child May 2009Working Mother May 2009Woman’s Day May 2009Reader’s Digest April 2009Weight Watchers May/June 2009

Site Placement FlightScholastic.com Run-of-Parents Section 5/1-5/31WeightWatchers.com Brand Platform 5/1-5/31

Community Daypart 5/1-5/31Eating for Energy Advertorial 5/1-5/31Feature Showcase 5/1-5/31Fitness & Health 5/1-5/31Food & Recipes 5/1-5/31Recipe Sponsorship 5/1-5/31Rise and Shine Challenge Sponsorship 5/1-5/31

Wild Tangent Games Co-Branded Media Units 5/1-5/31Custom Egg-Catching Game Standalone 5/1-5/31Custom Incredible Edible Egg Games Channel 5/1-5/31Sponsored Sessions Units 5/1-5/31Targeted Media Units 5/1-5/31

Yahoo! Food Blogs 5/1-5/31Food & Recipe 5/1-5/31Food & Recipe Eating Well, Breakfast/Brunch 5/1-5/31Games W25-54 Shoppers(Life Stages/Parenting and Children) 5/1-5/31Yahoo! Shine Parenting, Healthy Living, Food 5/1-5/31

Dr. Adam Drewnowski, a well-known epidemiologist at the University of Washington’sCenter for Public Health Nutrition, singsthe praises of eggs in a recentWashington Post article ondietary guidance.

In the article,Drewnowski stresses theimportance of nutrient-rich foods, like eggs,and the need to createrealistic dietary recommendations thatfocus on a total-dietapproach and take theeconomics of nutrition intoaccount.

Drewnowski specificallycalls out eggs, saying, “And it’shard to beat the nutrients-per-cost ofbeans, eggs and milk, especially powderedmilk, canned tuna, soups.”

The Nutrient Rich Foods Coalition (NRFC), which

includes 12 commodity organizations representing allfive food groups, including ENC, has supported Dr.

Drewnowski’s research on evaluating the nutrient richness of foods. ENC has been

a member of the NRFC for the pastfive years, and will continue to

support the NRFC’s efforts tocommunicate the role of nutrient-rich foods in a healthydiet to health professionals,researchers, educators andtarget media.

Dr. Drewnowski also states,“Some people assume that

everyone makes a decisionabout what to put in their mouth.

But after a day's work, cominghome to their apartment, some

people have no decisions left, so theytake a frozen pizza out of the freezer. A lot

of people don't have options, and my heart goesout to them. Eating well is a matter of knowledge,money and time. Some people are zero for three.”

Huge win in nutrition

“And

it's hard to beat the

nutrients-per-cost of beans, eggs

and milk, especially powdered milk,

canned tuna, soups,”

says Dr. Adam Drewnowski.

The next AmericanEgg Board Meetingwill take place fromJuly 15 to 16, at theEmbassy SuitesO'Hare, which islocated in Rosemont,IL. Keep reading theNews from AEB formore information.

Mark your

calendar!

AEB’s new Recipes & More section can be viewed at www.incredibleegg.org/recipes-and-more. This new up-to-date sectionincludes a refresh of our old recipes, new recipes and photos, as well asour Cooking School information.

This addition looks fantastic, as well as being very consumer-friendly.The section will evolve with additional recipes, tips, techniques, videos andmore.

Consumer Recipes & More launches

This month AEB will appear onseveral national TV shows. We’reeggstatic about this news. Here arethe details on this coverage:

Friday, May 15: AEB's IncrediblePeople segment airs on the “RachaelRay Show” and highlights DavidFishman, a 12 year old with a developed palate and incrediblefood-and-nutrition knowledge. At 11,his mom suggested that he writefood inquiries and thoughts down. Hetook it upon himself to go to restaurants on his own and write

reviews. A chance encounter at one led to him being discovered and written aboutin the NY Times, and his career as a food critic was born. David will give advice onhow to find a healthy meal at any restaurant. His big message is that you don’thave to compromise on flavor or taste when it comes to choosing healthy items offa menu.

Monday, May 18: Part of AEB's “Luke” TV commercial will be featured on the“Oprah Winfrey Show” as part of her “Talented Kids” segment. Luke Myers willappear on the “Mike and Juliet Show” stacking cups and talking about eggs.

Wednesday, May 20: American egg farmers, via AEB, are donating 694 casesof eggs to Feeding America on “Good Morning America.” GMA is partnering withFeeding America to donate 1 million pounds of food that will be distributed to foodpantries. American Egg farmers will receive an on-air mention. Potentially, the segment will feature a visual of an egg truck delivering this final donation thatensures GMA reaches 1 million pounds on Wednesday. While other foods arebeing donating, eggs are slated for incredible coverage!

Big score on national TV in May Expert FAQplanned

In an ongoingeffort to keepCholineInfo.org freshand exciting, ENC iscoordinating withcholine experts tocreate a FrequentlyAsked Questions(FAQ) section on thewebsite.

The expertsinvolved include Drs.Steven Zeisel andKerry-Ann da Costa,University of NorthCarolina at ChapelHill; Dr. Marie Caudill,Cornell University; andEgg Ambassador LizWard, MS, RD. Onceposted, the FAQ willbe accessible to allwebsite visitors, andvisitors will be able tosubmit questions tobuild the FAQ sectionin the future.

Eggscellent research highlighted

“Never doubt

that a small group

of committed people

can change the world.

Indeed, it is the only thing

that ever has.”

-Margaret Mead

Eggspression

MO

NT

HLY

AEB and ENC recently distributed a press release to health andnutrition media highlighting egg-relevant research results that were presented at the Experimental Biology annual meeting in New Orleans,April 18-22. The release included research on the benefits of eating eggs

and protein for breakfast, aswell as results that explain thelow-relative risk of egg consumption in relation toheart disease.

This release was postedon the health wire and targeted pitching was conducted to healthcare professional publications. Todate, the release has garnered more than 3.4 million media impressions,including coverage onMedicalNewsToday.com and

HealthyWomen.org. The research dietetic practice group of theAmerican Dietetic Association will also feature this research in their summer newsletter.

Egg nutrition coverageThe May issue of Cooking Light’s monthly “cooking class” section

features an eight-page spread on eggs, titled “Eggs exactly right.”Along with including six different waysto cook eggs and delicious egg-basedrecipes, the article notes the affordability and versatility of eggs noting, “Eggs are economical and mayjust be the world’s most versatilefood.”

The May issue of Shapehighlights the affordability ofeggs in the article, “4healthy foods that cost lessthan $1.” The story notes

that “eggs are one of the bestsources of protein” and recommends hard-cooking abatch of eggs for a healthfulsnack throughout the week.

The May issue of Every Daywith Rachael Ray features anarticle about seven people whohave devoted his or her life toone food–and of course, Howardis spotlighted for eggs! His call-out bubble reads, “Eggs are themost high-quality and nutrient-dense food in the entiresupermarket. Lucky for us,they’re also inexpensive.”

Enclosures

• Summer EGGsaminer