The American Egg Board(AEB) continued its tradition ofsupporting the White HouseEaster Egg Roll by donatingmore than 14,000 hard-cooked and dyed eggs forApril 5’s event. More than1,200volunteersalso receivedhats andaprons withthe officialWhite HouseEgg Roll logofrom AEB. Promotinghealth andwellness, thehats andaprons’ logofeatured a bunny dressedin a running outfit thatcorrelates to this year’stheme: Ready, Set, Go!

All of the event’sactivities—live music,sports courts, cookingstations, storytelling and, ofcourse, Easter egg rolling—encouraged children to leadhealthy, active lives and follow theFirst Lady’s Let’s Move! initiative,a national campaign to combatchildhood obesity.

The 33rd Commemorative Eggwas also presented to First LadyMichelle Obama on behalf ofAmerica’s egg farmers during thisannual event. This egg wasspecially crafted by Broomfield,CO native Laura Schiller and

presented to Mrs. Obamaby AEB’sChairmanCraigWillardson,

president and CEO, Moark LLC,Norco, CA. In addition, the wholeObama family including the FirstDog posed with ChairmanWillardson and President Ivy foran official White House picture.

Each year for more than 30years running, AEB selects anartist to create its CommemorativeEgg. Once selected, the artistcreates his or her special designhonoring the First Lady. Carvedusing a high-speed drill, the largechicken egg features 100-percent

hand-made adornmentsreflecting the First Lady’sinterests and passions. TheAmerican flag represents herstrong support of America’smilitary families and theirnational service. Twostunning flowers, the RodeoRose and Mango Calla Lilies,which are known to be Mrs. Obama’s favoriteflowers, appear front and

center in its design.Fruits and vegetablesare mingled within theflowers illustrating Mrs.Obama’s White Housevegetable garden andhealthy eating. Strandsof red, white and bluecomplete the design. Theluminary-style egg wasengraved with: In God

We Trust. Hope lives in us.

April 2010 Editor: Ashley G. Richardson

The White House Easter Egg Roll

• Highlighting 20+ functions• Taking the Subway to breakfast

• Good Egg Project Teacher Challenge launches

• “Sesame Street” partnershipgoing strong

• Haitian relief update• Meet ENC’s 2010 EggAmbassadors

• Easter – an incrediblesuccess

In February, ENCrecognized American HeartMonth by re-educatingnutrition and health editors onheart health as well as eggs’health benefits, value,affordability and versatility. Aspart of a continuing effort to“de-bunk” the egg andcholesterol myth, a pressrelease was distributed tomore than 1,600 nutrition and

health editors via e-mail. Egg Ambassador and

registered dietitian KeithAyoob provided his expertisefor the release thathighlighted reasons to loveincredible eggs’ nutrient-richpackage. Ayoob alsocommented that, "enjoying anegg or two a day can fallwithin current cholesterolguidelines,” a message thatthe Egg Ambassadorscontinue to extend to themedia and their clients.

The release also featuredAEB’s how-to instructions forhard-cooking eggs,scrambled eggs and omeletsand encouraged readers tovisit IncredibleEgg.org for more preparation tips,recipes and nutritioninformation. To date, therelease has garnered morethan 3.3 million impressions.

Highlighting 20+ functionsAEB partnered with Prepared Foods magazine

to produce a special insert titled “Eggs, Can DoThat Too!” on formulating foods with egg productsand highlighting the 20+ functions of egg productsto appear within April online issue. Sidebars coverkey segments such as dairy, condiments andbaked goods.

Cracking the

cholesterol

myth

March & April’s media highlightsThe last two months were filled with eggcellent egg information in

broadcast, print and online media, including a segment with KatherineBrooking, RD, from Cooking Light magazine on “Today.” The segmentwas part of the show’s regular “Truth About” series, and in it, Brookingtouts the many nutritional benefits of the whole egg and dispelledcommon egg myths including cholesterol, brown vs. white eggs andwhites vs. yolks.

“The Early Show” kicked off a segmentabout foods that can make you feel full byhighlighting the many nutritional benefitsof The incredible, edible egg™. Eggswere the first food featured in thesegment with Frances Largeman-Roth,RD, food and nutrition editor for Healthmagazine. In the segment, Largeman-Roth notes how research has shown “timeand time again” that egg-based breakfastsdecrease daily calorie consumption.

The April issue of Food NetworkMagazine includes an incredible coverand spread dedicated to eggs! Aremovable insert boasted 50 delicious ways to cook eggs ranging fromhard-cooked eggs to quick egg muffins and Migas, a popular Tex-Mexbreakfast dish consisting of scrambled eggs mixed with strips of corntortilla.

The Good Egg Project was featured on Good Housekeeping’swebsite. The article calls out eggs’ versatility and taste, noting “they’re

also packed with protein and 13essential nutrients, all in one cutelittle package.” The article includesGood Egg Project pledge detailsand directs readers toGoodEggProject.org to “learnsomething about eggs and wherethey come from, and do some goodin the process.”

Finally, the April issue ofAmerican Baby touts eggs in thearticle, “The Sunny Side of Eggs”calling out eggs as “great news for

parents of picky eaters,” and deeming eggs an “easily digestible, mild-flavored protein source.”

On April 5, Subway launched breakfast nationallyin virtually every one of its 24,000 locations. Foryears, AEB has aggressively worked with Subwayand other major chains to prove that breakfast is thebest way to drive traffic and increase revenue infoodservice. It has become even more important asfewer people are eating out.

Based on Subway’s size and scale with almostdouble the units of its nearest competitor, the impacton the egg business should be dramatic. With thehelp of AEB, Subway grew its breakfast business toabout 9,000 stores over the last several years asbreakfast testing occurred.

National advertising supports this launch. Giventhe aggressiveness of Subway’s promotional efforts,the amount of network TV and local market media isindeed incredible. There will be several TV spotspromoting breakfast focusing on egg sandwiches.

Subway’s national menu includes OmeletSandwiches available either on English muffins, 6-inch subs or their signature flatbread. While

customers will be ableto make its breakfastsandwich their way,Subway specificallyfeatures an Egg andCheese; a BlackForest Ham, Egg andCheese; a DoubleBacon and Cheese; and a Western Egg and Cheese.Each sandwich is available with a whole egg or eggwhites.

Because Subway has been the largest chainwithout a breakfast menu, this achievement is one ofAEB’s greatest success stories in foodservice.Subway’s traffic counts have increased while theoverall industry is down. Adopted several years ago,AEB’s penetration/distribution strategy—to doeverything possible to ensure that Americans couldget eggs anywhere they want to eat—is paying off.And, given Subway’s demographics, this will bringmore people to breakfast and drive egg consumption.

Taking the Subway to breakfast

America’s egg farmers are teaming up with Scholastic tounveil the “Good Egg Project Back to Breakfast TeacherChallenge” and a national education program — “IncredibleBreakfast, Incredible Achievement” — to ensure children eata balanced breakfast each morning. The Challenge willaward grants to teachers nationwide to help improvestudents’ nutritious eating, thereby, improving performancein school.

The “Incredible Breakfast, Incredible Achievement”program includes a set of standards-based lessons, familyactivities and recipes that encourage students and familiesto learn more about the importance of eating a well-balanced breakfast. This fall, more than 100,000 programswill be distributed to classrooms nationwide, and in addition,teachers will be able to access the free materials online at

Scholastic.com/allabouteggs. Twelve teachers will be selected to receive the $5,000 grant to bring their ideasto life. Each winning teacher will also receive a video camera to document the idea from conception toimplementation.

Good Egg Project Teacher Challenge will grant $60,000

Adweek named Edelman as its Public Relations Agency of the Year for2009. This is an especially great honor as this is the first time that Adweek hasever named a PR firm of the year. AEB is so proud of its association withEdelman and that our collective work is being recognized for being at the top ofits industry.

Another AEB Agency named the BEST

“Sesame Street” partnership

going strongGood Egg Project messages reach both children

and adult viewers through AEB’s two-year partnershipwith “Sesame Street,” the number one trusted brand bymoms. Launched in October, this sponsorshipopportunity has already aired its special TV commercialmore than 53,330 times on 344 stations in 182 marketsresulting in more than 204 million impressions by Aprilalone. AEB will remain one of its six sponsors through2012. The “Sesame Street” commercial was also editedfor use by the state promotional groups and otherapplications.

Utilizing such a focused sponsorship allows AEB tocommunicate the Good Egg Project message toSesame Street’s longstanding and far-reachingaudience. Hickman’s Family Farms’ Clint Hickman starsas himself and the spokesperson for the Good EggProject. The spot shows an egg being passed from Clintat an egg production facility to a family at a food pantryto a teacher in the classroom and back to Clint.

Utilizing About.com AEB continues to innovate in the digital space with its latest online

advertising banner. This marks the second time that About.com and AEBhave partnered to create an engaging, informative and functional online tool.

With its multifaceted capabilities, the banner advertisement, dubbed the“Dynamic Tower,” acts as a convenient recipe tool. Users choose from up tosix protein-rich egg breakfast recipes. Each recipe provides a wealth ofinformation including prep time, ingredients, nutritional information and step-by-step instructions. Recipes can also be downloaded or printed directlyfrom the banner.

The second function introduces AEB’s newest eggspert Chef JeffreySaad, giving insight into his exploits as a celebrity chef, his time on FoodNetwork’s “The Next Food Network Star” and his signature cooking style.Jeffrey even features one of his favorite egg recipes for users to download orprint. The banner started running on Allrecipes.com in mid-April as well.

Burger King’s new eggcellent breakfastBurger King Corp.’s breakfast menu now includes the BK Breakfast Muffin and the BK Breakfast Bowl.

Priced at $1, the breakfast muffin features sausage, egg and cheese on an English muffin and is the latestaddition to the company’s breakfast value menu. There is also a hamomelet sandwich on its menu.

AEB is a strong supporter of Burger King and helped create the bowl.AEB, in fact, was the first to recommend bowls and conducted an entiremenu development session showcasing different types of builds. The fast-food company is marketing the breakfast bowl as a “premium” item thatincludes all of the ingredients traditionally included in a breakfast platter,such as potatoes, onions, peppers, scrambled eggs, sausage, cheese anda cheese sauce. The new bowl has a suggested retail price of $2.79.

During March, USAPEECparticipated with a booth in theretail trade show Expo ANTAD inGuadalajara, Mexico. For the firsttime, USAPEEC introduced U.S.egg products at the FoodEx tradeshow in Japan, generating 150contacts. Booth visitors sampledcookies made from U.S. dried eggproducts and met with U.S. eggcompanies. USAPEEC also

participated in theAlimentaria trade show inBarcelona, Spain andreceived 15 qualifiedtrade leads for eggs andegg products.

Also in March,USAPEEC and AEB co-

sponsored the morning breakfast break at the top feed-grain tradeshow Commodity Classic in Anaheim, CA. Delighting his audienceas always, Howard Helmer gave his omelet demonstration to morethan 200 attendees, most of who contribute funding from theirstate check-off to promote U.S. egg exports.

Egg promotions around the worldHaitian relief updateThank

you foryoursupport ofAEB’sHaitianReliefProgram.AEB isgrateful for thesupport of thefollowingcompaniesfor its2010 EggsFor Haitian Relief Program: CenterFresh Egg Farm, Deb-El Foods,DeWeerdt Poultry Farm, Dixie Egg Co.,Evonik Degussa Corp., Farm CrestFoods, Fremont Farms of Iowa LLP,Henningsen Foods, Herbruck’s PoultryRanch, Hickman’s Family Farms,Hillside Poultry Farm, Konos Inc.,Kreher’s Poultry Farm, Midwest PoultryServices, Old Pike Farm, SchipperPoultry Farm, Rose Acre Farms, RWSauder Inc., Sparboe Foods, SunriseAcres Egg Farm and Zoet Poultry.

Maye Musk, BridgetSwinney and Kris Clarkended their terms withthe Egg Ambassadorprogram.This group will

assist with researchcommunication effortsand participate in anumber of informationsharing/brainstormingconference calls. Anumber of individualAmbassadors are alsoworking with ENC onspecialty programmingincluding speaking atsymposia andauthoring and reviewingcontent for ENC’seducational tools.

Meet the 2010 Egg AmbassadorsENC’s Egg Ambassadors have been

in existence for more than 10 years, andeach year ENC identifies new ways towork with them to help promote theresearch about eggs and egg nutrition toconsumers and healthcare professionals. This year, ENC took a fresh look at

the areas of expertise and geographiclocations of the Egg Ambassadors andidentified gaps to fill in order to supportENC’s strategic priorities. As a result of

this evaluation, ENC extended invitations to three new Egg Ambassadors to increase thereach of the network from coast to coast and include a cardiovascular specialist. The three new Egg Ambassadors include:• Mary Donkersloot, RD, a CA-based dietitian in private practice who specializes in

cardiovascular nutrition, diabetes and weight management• Dave Ellis, RD, CSCS, a highly accomplished sports dietitian who works with 24

professional sport teams and runs a consulting firm in CO• Helenbeth Reynolds, MPH, RD, a nutrition consultant in private practice from

Minneapolis who specializes in weight management and is a former spokesperson for theAmerican Dietetic Association.

Site Week of

Vibrant Media 4/1 - 5/31Wild Tangent 4/1 - 5/31Weight Watchers 4/1 - 5/31BlogHer 4/1 - 5/31Yahoo! 4/1 - 5/31Hulu 4/1 - 4/18About.com 4/1 - 5/31All Recipes 4/1 - 5/31

Network TVNBC Today ShowABC Good Morning America

America this Morning The View

CBS The Early Show I The Early Show II Saturday Early Show CBS Morning News

Syndication TV Dr. OzRachael Ray The Doctors MarthaTyra BanksLive with Regis & KellyDisney MoviesCable TVAnimal PlanetDiscovery HealthEntertainmentFOX NewsGreat American CountryHallmark ChannelHallmark Movie ChannelHGTV Lifetime Movie NetworkOxygenSoapnetStyleTBS The Food NetworkTNTUSAWeather Channel

AEB Advertising UpdateApril & May TV 2010

Upcoming Integration: This branded partnership continues to be an incredibleavenue to promote AEB’s overall efforts, and Rachael cooks with eggs more thanever. April 23’s show highlights Jane Bockstruck who on her 92nd birthday jumpingout of a plane at 13,000 feet. This “SuperGranny” once worked in Hollywood as aseamstress on the John Wayne film, “True Grit,” travelled the world, drives herselfstill, and loves her 5 kids, 7 grandchildren and 11 great grandchildren. She alsoboasts that she’s never broken a bone in her body. What’s the secret to her pepand longevity? She takes care of herself, eating a healthy dose of eggs and neversays no when opportunity knocks. Next up: riding on her grandson’s stunt plane.

April & May Online 2010 “Rachael Ray” Incredible People

DatesApr. 6, 8, 9, 19, 23; May 3, 4, 17, 18, 19, 20Apr. 6, 7, 8, 10, 11, 20, 22, 24, 25; May 3, 4, 8, 18, 19Apr. 5; May 4, 17, 18, 20Apr. 6, 8, 9; May 4, 5, 19, 21Apr. 22; May 4Apr. 5,6, 23; May 5, 17, 21Apr. 10, 24; May 8, 22Apr. 9, 21; May 3, 20Weeks of4/5, 5/3, 5/17 4/5, 4/19, 5/3, 5/174/5, 4/19, 5/3, 5/174/5, 4/19, 5/3, 5/174/5, 4/19, 5/3, 5/174/54/5Weeks of 4/5, 4/19, 5/3, 5/17Early Morning, Daytime, including “Animal Zone” and “On the Wild Side"Early Morning, Daytime, including “All About Babies,” “Babies: Special Delivery,” “Adoption Stories”Early MorningMorningMorning, Daytime Day, Saturday Morning, Sunday MorningDaytimeMorning, DaytimeLifetime Movies, Lifetime Movies WeekendDaytimeEarly Morning, DaytimeMorningDaytimeDaytime, including "Barefoot Contessa", and Weekend, including “In the Kitchen 3”Primetime in the DaytimeEarly Morning, DaytimeEarly Morning, includes “First Outlook,” “Weekend View,” “Day Planner,” “Your Weather Today”

March April May1 8 15 22 29 5 12 19 26 3 10 17 24

Working with food safety specialist Connie Cahill,the 2010 Culinary School program held its firstoutreach effort in March at the Culinary Institute ofAmerica in Hyde Park, NY, the nation’s top culinaryschool. This year, quarterly programs will be held atthis prestigious school. Additional programs on theschedule for the first and second quarters of the yearinclude: April 12-16, Las Vegas, NV; Le Cordon Bleu,The Las Vegas Art Institute, and University ofNevada Las Vegas; May, Austin/Dallas/San Antonio;Texas Culinary Academy, Le Cordon Bleu, and TheCulinary Institute of America San Antonio.

On May 3, in Charlotte, NC, at Johnson & Wales University, AEBEggscellent Chef Ambassador Keira Moritz with Pacci Ristorante inAtlanta will demonstrate egg recipes as well. Johnson & Wales Universityis Keira’s alma mater. Additional programs will be scheduled for 2010.These students receive information on the handling and safety of eggs

as well as the many benefits of featuring eggs on the menu. Printed eggsafety and educational materials are also distributed to all participants.This year information on the Good Egg Project, its pledge and the farm-to-table process will also be included.

Culinary outreach targets future chefs

“Mama

always said,

‘Life is like a box

of chocolates.’

You never know

what you're

gonna get.”

-Forrest Gump

Eggspression

MO

NT

HLY

As part of its effort to educateconsumers about the farm-to-tableprocess, AEB’s Good Egg Project has astrong online outreach to consumerswho can read and hear our messagesas well as interact with the belovedincredible, edible egg. In fact, this year,AEB expects more than 40 milliononline media impressions.

The Good Egg Project’s Buy One,Get One (BOGO) dozen free couponsgenerated huge interest in eggs. Thecoupon is valid for eggs up to $1.50. Ofthe 31,500 coupons released by theend of 2009, AEB’s redemption rate ismore than 68 percent, which is truly anincredible and unprecedentedachievement spurring an additional 43,268 dozen eggs sold at retail.

During the first week of February, AEB promoted its next couponvia its incredible edible egg Facebook page. In one week, theincredible edible egg went from 1,600 to 60,000 Facebook fans. Thispromotion illustrates a tremendous demand and appreciation foreggs.

AEB has released a total of 58,000 Good Egg Project BOGOcoupons, and based on the earlier redemption rate, we project over80,000 additional dozen being sold. For more info, please visitGoodEggProject.org.

Good Egg Project’s BOGO

From May 17 to May 21, 2010,the Yarrow Resort Hotel andConference Center in Park City,Utah, will host the 17th National EggQuality School. Optional HACCPTraining will take place on May 20and 21, 2010. Its curriculum isdesigned for the serious studentwilling to learn as much as possibleabout egg quality in a concentrated,comprehensive four days.

Lectures combined withindividualized instruction and hands-on laboratory classes have provedsuccessful. The class will be dividedinto sections of five students, andthese sections will work closelytogether with an instructorthroughout the week. The optionalHACCP course will include approvedcurriculum from the InternationalHACCP Alliance. AEB is a sponsorof National Egg Quality School.

For more information, visitNEQS.org.

National Egg

Quality School

Easter – an incredible success!To bring hard-cooking into the Easter

conversation, AEB distributed an “EasterMade Eggceptionally Easy” press kit thatincluded recipes, nutritional information andhard-cooking tips from Howard Helmer andJeffrey Saad. Then, Howard and Jeffrey hitthe airwaves to spread the hard-cooking

word to moms getting ready to dye eggs! Jeffrey participated in a radio media tour on March 25, where he

talked with 21 DJs at radio stations nationwide about fun and easyEaster entertaining tips and of course,the proper hard-cooking method. Theradio media tour garnered more thaneight million impressions! On March 31,Howard showed the nation his eggcellenthard-cooking technique via a segmentwith “Mr. Food.” The popular segmentaired on 42 stations nationwide!

AEB also sent out the second issueof the “Breakfast Club Newsletter”offering more than 50,000 people easyEaster entertaining tips, hard-cookingdirections and delicious ideas on how touse Easter leftovers. In total, Easter andNational Egg Salad week coveragegarnered more than 31 million mediaimpressions, with nationwide pick-up including Business Week, BostonGlobe, Detroit Free Press and Pittsburgh Post-Gazette. Cookingeducation continues throughout the year, so stay tuned for moreeggciting coverage to come!

Enclosures

• Foodservice Recipe Cards • ENC’s Nutrition Close-Up

More mom blogger coverageMom blogger Anne-Marie, one of

the influential bloggers on the recentGood Egg Project’s Mom Blogger Tour,gives a positive summary ofconventional farming and covers issuesfrom cage sizes to beak-trimming tohen feed on her blog titled, “This MamaCooks!” Her experience convinced herto change her buying habits fromorganic/cage-free eggs to conventionaleggs, noting how impressed she was

by the Hickman’s openness and care of their farm and hens. She closesthe post with links to her fellow attendees’ recaps. The post is aneggstraordinary example of the tour’s success.