Big tick winner

Noble Foods - Woodland Eggs

Cause Related Marketing Award 2007, supported by the Office of the Third Sector within the Cabinet Office

Through their Woodland Eggs, Noble Foods have introduced an environmental brand which delivers a significant share of egg sales in the UK, gives farmers 2p per dozen premium, and generates funds for the Woodland Trust to help plant and care for native trees in the UK.

Processes

Noble Foods Ltd is the leading egg marketing company in the UK.  Their operations include Fresh Eggs, Egg Products, Feed Milling and Poultry Products, and they employ 2,000 people in 13 locations throughout the UK. 

Supermarket price wars over free-range eggs resulted in poor returns to farmers who consequently were discouraged from expanding their free range farms. As the leading supplier, Noble aimed to drive value back into the category by providing a unique, premium environmental brand, to accelerate free range expansion and ensure continuous British egg supply.

Farmer John Widdowson discovered the concept of Woodland Eggs on his family farm in Devon. He observed how his hens preferred to spend more time in the shade of trees and hedges, dust bathing and foraging, rather than exposed in an open field. This resulted in happier, healthier hens, producing top quality eggs. Noble listened to John’s ideas and recognised the benefits of “Woodland Farms” and then developed the Woodland Eggs range. The core of the brand is its partnership with the Woodland Trust, the UK’s leading woodland conservation charity. 

Sales of ten and twelve egg packs generate a donation to the Woodland Trust to help plant and care for native trees in the UK.

Enhanced animal welfare, successful sales and environmental benefits have resulted in unprecedented retailer support. In 2007 all free range and organic eggs sold in Sainsbury’s will be Woodland, increasing the size of the brand dramatically.

Noble Foods has planted over 250,000 trees on more than 130 farms since 2004, in order to ensure Woodland Egg laying hens can enjoy the shelter and protection trees provide and allow them to display the characteristics of their jungle fowl ancestors.

Impact

  • Improved the welfare of 1.9 million hens
  • Woodland Eggs average weekly sales at launch were 25,093 packs per week. After launching the Woodland Trust donation pack sales increased by 19%. Today, over 260,000 packs are sold per week!
  • The £140,000 raised for the Woodland Trust has secured the future of 160,000 sq metres of native woodland across the country.
  • Supported the sustainable supply of British Free Range eggs
  • Over 18 million packs have been sold across the range, raising over £140,000 for the Trust and securing the future of 160,000 sq metres of woodland, a crucial step as the UK is currently one of the least wooded countries in Europe, with just a 12% woodland cover.
  • Thanks to a number of awards and accolades, Noble Food’s marketing reputation has blossomed outside the egg industry. Awards include Winner of the 2006 Rural Enterprise Award, 2006 East Midlands Business in the Community Sustainability Award and No. 1 Eco Hero in the BBC Good Food Magazine.
  • Farmers have also benefited from the brand. Woodland farmers receive a 2p per dozen premium and membership to a Federation that aims to forge closer links with Noble Foods, Sainsbury’s and the Woodland Trust. This represents a £1m investment by Noble Foods and Sainsbury’s. The additional funding has encouraged free range expansion, supporting a sustainable supply of British eggs.

See also