As part of the Crack 300 program, American Egg Boardand Egg Nutrition Center, in partnership with BaylorCollege of Medicine, are hosting an interactiveworkshop titled, “Improving Compliance with DietaryRecommendations: Time for New, InventiveApproaches?” on December 5, 2007 in Houston, TX.

This high-level scientific meeting with top tier speakersand steering committee members is intended to fostera dialogue among leading nutrition thought leaders tobegin shifting the focus of future dietaryrecommendations so that they have a more meaningfulimpact on public health, and to de-emphasize out-of-date dietary recommendations.

WHY FOCUS ON MEANINGFUL GUIDANCE?

Years of nutrition standards have been based onconventional scientific thinking rather than on actualoutcomes for public health. Science is beginning touncover new insights about the impact (or lack ofimpact) of current nutrition guidance on helpingconsumers choose healthier diets. Yet, dietary advicecontinues to build on past guidance – such as limitinghigh quality protein intake to 15-20 percent of caloriesand perpetuating the 300 mg dietary cholesterol limit –rather than look to creating new approaches that havea significant impact on public health.

GRADE-AA LINEUP OF LEADING PROFESSIONALS

Egg Nutrition Center and FoodMinds have enlisted asteering committee of leading nutrition professionalsto help guide the workshop. Additionally, 12 top-tiernutrition experts are confirmed to speak on the

following topics: “Consumer Barriers,” “LessonsLearned: When Messages Lead to UnintendedConsequences in Public Health,” and “DietaryCholesterol: What a Relative Risk MethodologyMight Look Like.

In This IssuePresident’s Message

The Eggspanding Foodservice Breakfast

AEB’s Advertising Campaign Gains Praise

Egg Product Marketing Ads Win Awards

Singapore Chefs Visit Howard Helmer

Egg-rich Diet Benefits Baby Boomers

Foodservice Newsletter a Hit with Readers

Media Keeps Eggs in Editors Minds

Chef Ambassador Pleases Palates

New Egg Product Research

Eggs’ Role in Popular New Products

Task Force to Combat Egg Replacers

Pollard Named Allied Industry Advisor

Making Nutrition Guidance More MeaningfulAEB and ENC plan workshop designed to

shift leading health professionals’ focus awayfrom out-of-date dietary recommendations

see Crack 300 Workshop on next page

November 16, 2007 Editor: Matthew Butler

American Egg Board (AEB) last weekcompleted another excellent and productiveboard meeting. A major goal of the meetingwas to finalize the objectives, strategies andmeasurements of the AEB’s 2008 Strategic Plan,and this goal was accomplished. Strategies andmeasurable objectives for each specific targetaudiences –– consumers, health professionals,retailers, foodservice, food manufacturers, andthe media –– were determined. The 2008 Strategic Plan is the first step in anannual process that will provide an additionalmeasure of planning, structure andaccountability to all the areas in which AEB isinvolved. As one board member stated, “Itmakes us all even better stewards of theindustry’s investment in AEB.”Another major development during AEB’smeeting was the announcement of the transferof the Egg Nutrition Center’s management fromthe United Egg Producers (UEP) to the American Egg Board. Though AEB has totallyfunded the Egg Nutrition Center (ENC) since

1984, UEP and AEB have worked under acooperative arrangement whereby themanagement would be handled by UEP. Undermutual agreement of the two executivecommittees, beginning on January 1, 2008, AEBwill fund and manage ENC’s staff andprograms. We welcome ENC’s staff to theAmerican Egg Board team, and we feel thatthis transfer will better facilitate integration ofENC activities with the American Egg Boardprograms. Yet another highlight of the board meeting wasan update on AEB’s 360-degree approach toconsumer advertising. The November 5 onlineedition of The New York Times featured AEB’snew approach in the feature article, “EggIndustry Comes Out of Its Old-Media Shell” (seerelated story on page 4). The article referencesthe fact that for years, the media plan for eggadvertising was comprised of traditionaloutlets like television, radio and print. Now,“new media” has been added utilizing theinternet to the max –– blogs, video games, e-mail marketing, website advertising, videos,social networking, and a lot more. More information about AEB’s new marketinginitiatives are featured in this newsletter. Wethink you will agree that a lot of eggcitingthings are happening at AEB!

President’sMessage

Steering committee members and speakers representleading experts who help shape nutrition guidanceand include past members of the Dietary GuidelinesAdvisory Committee, high-level governmentofficials, and leaders in the nutrition sciencecommunity.

WHAT DOES THIS MEAN?

FoodMinds is working closely with the EggNutrition Center and American Egg Board on theCrack 300 program to ensure that scientific evidenceis disseminated, adopted and championed by theappropriate nutrition thought-leaders in order tobreak down the long held position on 300 mg perday dietary cholesterol limit. Creating a forum

where nutrition thought leaders have an opportunityto discuss key nutrition issues will help elevateawareness of critical issues that are relevant to eggs.

This December workshop is intended to highlight theneed to re-prioritize dietary guidance to focus onmessages that have the most meaningful impact onpublic health. Doing so will set the stage for reducingor removing nutrition guidance barriers to eggconsumption.

Once the workshop is complete, a thought-provokingcommentary will be submitted for peer-reviewedpublication in 2008. This published paper will bedisseminated to key nutrition thought leaders tocontinue building upon the anticipated successes ofthe workshop and further shifting the focus awayfrom out-of-date nutrition guidance.

Crack 300 Workshopcontinued from cover page

The year 2007 will be known asone of the most successful forbreakfast at the foodservice level,especially at quick-service chains.Much of the reason for this surgeof success is due to the efforts ofAmerican Egg Board through itschain support program.

According to Nation’s RestaurantNews, breakfast grew a whopping44 percent since 2001, which iswhen AEB began its chain supportprogram. But that’s just thebeginning. In the coming year,breakfast promises to be the star ofquick service, driving more andmore people to the morningdaypart. In 2008, breakfast isprojected to dramatically outpaceits growth in 2007. In fact,Packaged Facts, a division ofMarket Research Company,predicts that the $65 billionbreakfast business will grow to$83 billion by 2015, driven mostlyby quick-serve restaurants.

American Egg Board is helpingserve as a catalyst for newbreakfast programs as well as theinnovation of existing programs.From research to trends topromotion to menu development,AEB continues to support thegrowth of breakfast at majorfoodservice chains. There seems tobe no limit to the number ofbreakfast programs that are beingtested and launched and with thisgrowth, it may be that every majorchain will be serving breakfastwithin the next two years, withmany serving breakfast all day.

EGGS EVERYWHERE

Consumers cannot seem to getenough of breakfast. For thisreason, quick-service restaurant(QSR) chains like Wendy’s,

Subway and Starbucks are rollingout egg sandwiches and wraps atstores throughout the country.Wendy’s, which prides itself onfreshness and high quality, isahead of its original projections interms of rolling out breakfast. Tofind a Wendy’s location that servesbreakfast, log onto their Web siteat www.wendys.com.

Subway already serves breakfastat more locations than almost anyother chain. In addition itsrestaurants located withinairports, as well as at otherstandard locations, all of the 1,400Subway restaurants locatedinside Wal-Mart stores are nowserving breakfast.

Taco Bell is working hard onbreakfast which seems to be anatural fit because of the strongadaptability of eggs inSouthwest and Mexicanapplications. For them, “ThinkingOutside the Bun” doesn’t justmean eating more than burgers, itsymbolizes new hand-heldbreakfast items with strongconsumer appeal.

ALL-DAY BREAKFAST BANDWAGON

Breakfast all day has been ahallmark of family-style restaurantchains like Denny’s, IHOP, BobEvans and Perkins. Now QSRchains are leveraging theimportance of all day breakfast toimpact profits and traffic. Jack-in-the-Box, which has been one of thetrue innovators of breakfast, is thelargest QSR chain to introducebreakfast all day. Alreadypromoted as “The Most ImportantMeal of the Day,” Jack-in-the-Boxknows what everyone else isfinding out … people love eggsthroughout the day. To see more

about breakfast all day at Jack-in-the-Box, visit their microsite atwww.breakfastservedallday.com.

The Starbucks locations that serveegg sandwiches make themavailable all day as well.Customers can walk into anyStarbucks serving breakfast andorder egg sandwiches and wrapsalong with their coffee and tea.

Not to be forgotten is the leader inthe breakfast segment, McDonald’s,which announced that it isexploring the feasibility … bothpromotionally and operationally …of breakfast all day.

In 2008, it is anticipated that evenmore QSR chains will menu eggs inother dayparts.

The Incredible Eggspanding Foodservice Breakfast AEB’s work with quick-service restaurants increases demand for breakfast

Since its September launch, American EggBoard’s new “Cracked Egg” advertisingcampaign has caught the attention ofnationwide media, most recently the onlineedition of The New York Times.

In the November 5 online edition of The NewYork Times, the article, “Egg Industry ComesOut of Its Old-Media Shell” spotlights AEB’sad campaign as an advertising leader andinnovator for its utilization of new media,referring to it as a campaign that is “seekingto break through the clutter.”

The article’s author, Stuart Elliott, focuses on the various waysAEB’s new advertising campaign reaches its target audience –moms with kids at home – via new media including AEB’s newconsumer Web site (www.IncredibleEgg.org), online streamingvideo clips, games and a blog from Howard Helmer.

In his article, Elliott writes, “The campaign represents the firstsignificant rethinking of the board’s marketing efforts in severalyears. For one thing, the media choices for the ads are beingexpanded, adding considerable amounts of online advertising onWeb sites like foodtv.com, weightwatchers.com and yahoo.com.”

The article’s sole focus isn’t just new media as Elliott reiterates that traditional media is still an importantadvertising medium. Elliott emphasizes AEB’s efforts to reach everyone via traditional television (“GoodMorning America,” “The Oprah Winfrey Show” and “Today”) and print advertising in publications such asBetter Homes and Gardens, Everyday With Rachel Ray, Parents and Shape.

The advertising campaign is designed to re-launch AEB’s iconic The incredible edible eggTM brand. For moreinformation on the new campaign and to view the new commercials, log onto www.IncredibleEgg.org.

AEB’s New Advertising Campaign a Sign of the Times

AEB’s egg product marketing print advertising has been awarded anadvertising excellence award by AD Score Publication Research, whichbased its decision on respondents who indicated purchasing influence inthe food ingredients category.

The latest award is for the “Structure” ad, which took top honors out of27 print ads in the August issue of Food Technology magazine. It alsoscored No. 11 of 57 ads in July issue of New Products Magazine and No. 8of 40 ads in August issue of Prepared Foods.

Receiving high praise for egg product marketing print ads is nothingnew to AEB. Toward the end of 2006, AEB’s “Creamy” ad received highreadership study scores. It finished third among 39 ads placed in theJuly 2006 edition of New Products Magazine, and fifth among 24 ads inFood Processing.

Egg Product Marketing Ad Wins Award

Readers of AEB’sFoodservicenewsletter,eggscetera, wererecentlysurveyed to gaininsight into theoverallusefulness of itscontent and alsoto determine thereaders’ preferred mode ofreceiving future issues. Results of thesurvey are overwhelmingly positive.

• Approximately 81 percent of respondents rate the newsletter a four or five on a five-point scale.

• 77 percent rate the helpfulness of eggscetera’s content a four or five.

• 79 percent of readers report that the current length of the newsletter is “just about right.”

• Approximately 75 percent of the respondents want to receive future issues in a printed version through the mail while only 11 percent wish to receive an electronic version of the newsletter. Therefore, future issues of eggscetera for 2008 and beyond will continue to be printed and sent through the mail.

Readers of eggscetera will continue tobenefit from its content, as well as anew look as an updated design for thispublication will debut in early 2008.

The eggscetera newsletter is producedthree times a year and is distributed toan audience of more than 15,000foodservice operators. The newsletterprovides foodservice professionalsinformation on egg trends, AEBrecipes, as well as egg handling andsafety tips.

At the end of October, AEB’s public relations firm, Edelman,distributed a press release covering the many benefits of eggsfor baby boomers. The release was sent to health and foodeditors at newspapers, magazines, websites and radio stationsacross the country.

The press release highlights quick, easy and affordable strategiesto help baby boomers prevent age-related health conditions andfocuses on the many beneficial nutrients found in eggs.

Research on protein and its role in preventing sarcopenia, theage-related loss of skeletal muscle mass, strength and function, aswell as the benefits of lutein and zeaxanthin in the prevention ofage-related macular degeneration, were included in the release.

Also included in the release were messages about eggs’ nutrientdensity and affordability. Maye Musk, M.S., R.D., who is an EggAmbassador and the author of “Feel Fantastic – Maye Musk’sGood Health Clinic,” offered relevant nutrition tips for agingAmericans.

Additionally, the release features a link to the new EggNutrition Center brochure, Nutrition Realities: Nutrition forBaby Boomers, along with three AEB recipes. Media responsehas been positive, including interest from Prevention magazine.

In September, a group of 14 world-renown chefs from Singaporevisited the United States as a part of USAPEEC’s USDA MarketAccess Program funding. Many of the chefs expressed an interestin learning about U.S. egg products and who better to learn fromthan AEB’s very own “Omelet King,” Howard Helmer?

While in the States, the group visited Helmer to watch his famousomelet demonstration at the test kitchen of Good Housekeepingmagazine in New York, NY. According to Margaret Say,USAPEEC’s Singapore director, the group found Helmer’s omeletdemonstration to be most impressive, especially since many ofthem give demonstrations to audiences. They expressed howmuch they would like to imitate Howard’s passion for cooking.

Singapore Chefs Sing Praises for Howard

Egg-rich Diet a Benefit for Baby Boomers

Foodservice Newsletter is a Hit with Readers

Eggscellent Chef AmbassadorCindy Pawlcyn impressed thepalates of audience members atAEB’s November Board meeting inNapa, CA.

Because of her love of eggs and herenjoyment in creating food withgenuine American flavor, ChefPawlcyn was appointed as a 2007-08 Chef Ambassador. Pawlcyn isconsidered to be a pioneer in herfield and has been acknowledgedby many top culinary organizationsand magazines, as well as anational and local following ofdiners. Her career includes thepublication of three cookbooks andshe was presented with a JamesBeard award for her “Mustard’sGrill Cookbook.” Mustard’s Grill,Napa, CA, was the first restaurantthat Pawlcyn opened in 1983 in the

Napa Valley area. This restaurantjoins her other two ventures,Cindy’s BackstreetKitchen and Go Fish,both located in St. Helena, CA.

Pawlcyn’s fast-paceddemonstrationincluded two egg-richrecipes she developedfor AEB in the ChefAmbassador program,“Grilled Rustic Bread, Fresh Ricotta,Scrambled Eggs, & Tomato Salsa,”and “Grilled Wild King Salmonwith Avocado Salsa, Grated HardCooked Eggs, Tiny Crispy BreadCrumbs and Fresh Tarragon.”

Pawlcyn’s recipes will appear inadvertising and promotionalcampaigns in the coming year. For

more information on herrestaurants, visit Mustard Grill’sWeb site, mustardsgrill.com;Cindy’s Backstreet Kitchen’s site,cindysbackstreetkitchen.com; andthe Go Fish Web site atgofishrestaurant.net.

Chef Ambassador Cindy Pawlcyn Wows Audience

AEB competes for editorial coverage with everycompany that sells food products or preparationequipment. So, to keep eggs foremost in editors’minds, AEB’s consumer services director visits New York annually to present a new media kit.

Each year, the kit theme changes in order to helpeditors continually see eggs in a new light. This year, as part of AEB’s integrated marketingplan, the media kit encourages editors to help theirreaders “Build Your Day on a Good Breakfast.”

Editors reviewing the kit will discover theimportance of breakfast for all ages, the compositionof a good breakfast, and will receive dozens of recipeideas for both convenient breakfast dishes andbreakfasts for dinner. Additional materials provide asynopsis of the latest nutrition news, discuss howeggs meet current consumer needs and lead editorsto AEB’s new Web sites, IncredibleEgg.org andIncredibleEggman.com. The kit also includes a pageof egg facts and figures so editors can fill sidebarswith egg-industry numbers on production,consumption and other statistics.

The media kit is being distributed both in personand by mail to a targeted media list of majormagazine and newspaper food editors, an to onlinecontacts in an effort for future media impressions.

Recent egg recipe coverage in magazines has beenlargely comprised of breakfast, lunch and dinnerentrees, including: basic egg dishes, French toast andpancakes, salads and sandwiches/wraps, hotcombination dishes (omelets, frittatas and quiches),and ethnic dishes (pasta carbonara, fried rice andmoussaka).

With the new media kit, AEB is hoping for continuedegg exposure in the media so that eggs continue tobe a favorite on the breakfast table.

Media Kit Keeps Eggs in theForefront of Editors’ Minds

EggcitingNews Tidbits

w AEB has commissioned Food Product Designmagazine to conduct an attitude and usage study ofpurchasing and R&D food formulators to gather theiropinions of egg products. The survey will establish abenchmark for AEB so that it can effectively positionegg products as a superior alternative to eggreplacers. Results of this study will be presented atthe March 2008 Board Meeting.

w At the request of AEB’s Industryand Market DevelopmentCommittee, USAPEEC organizedand managed an AEB egg booth atAnuga, the world’s largest foodshow, held October 13-17.

AEB’s booth attracted plenty of attention and 67trade leads were obtained. The Middle Eastern andEuropean regions requested the most informationon U.S. eggs and egg products. A significantnumber of requests also came from Angola andHong Kong.

w Since obesity is such a hot topic and foodformulators are always formulating foods to go alongwith current trends, AEB will submit a proposal toconduct an educational session during the 2008 IFTExpo in New Orleans. The educational session wouldfocus on the high-quality protein of eggs and theeffects of satiety. AEB will assemble a panel ofexperts to present the nutritional and functional sidesof the story.

w AEB was represented at the International FoodService Editorial Council meeting, which was held November 5-8 in Austin, Texas. This meeting dreweditors of national foodservice publications, as well asfood manufacturers and commodity organizations.

As in past years, this will likely result in positivecoverage about eggs appearing on the pages of theseinfluential magazines. So far in 2007, AEB hassubmitted recipes, photos and other informationabout eggs, which has led to 23 articles (35 pages)appearing in foodservice publications and at least 5.2million media impressions.

Monthly Eggspression

"What would you attempt to do ifyou knew you would not fail?"

- Robert Schuller

New Egg Product ResearchSeveral new research initiatives were approved atAEB’s meeting in November. These initiativesinclude:

• At the recommendation of the Food TechnologyAdvisory Council, an investigation into the sourceof trans fats in eggs (whether it occurs naturallyor is it determined by the type of fat that issupplemented in the hens’ diet) will be conductedby University of Georgia. Dr. Rakesh Singh willstudy “Factors Affecting the Content of Trans Fatsin Eggs” beginning December 1, 2007. The studyis scheduled to be complete by July 2008.

• Research to determine “Thermal Inactivation ofHighly Pathogenic Avian Influenza (HPAI) InDried Egg White” has begun at USDA SoutheastPoultry Research Laboratory with Dr. DavidSwayne. Since moisture content of dried eggwhite may also affect HPAI inactivation, Dr. Swayne will investigate thermal death timesin dried egg white containing 6 to 8.5 percentmoisture. This information will provideappropriate data for predicting HPAI inactivationin commercially available dried egg whiteproducts.

• UEA, APHIS and others have requestedadditional research to investigate the destructionof Avian Influenza (AI) virus in egg products notevaluated in Dr. Swayne’s original AI research.This research would remove any doubt that AI iseffectively destroyed during pasteurization. Theestimated cost for research on an additional five tosix egg products would be $200,000 to $222,000.AEB has committed to funding $100,000 of theproject with additional funding to come fromother sources.

Eggs’ Role in Popular New Products

• eggscetera - AEB’s foodservice newsletter

• eggstra!, Fall 2007 - AEB’s retailer newsletter

Enclosures

Terry Pollard of Diamond Automation was appointed by AEBChairman Wayne Mooney to serve as the AEB’s Allied IndustryAdvisor. Terry has a long history of working with the eggindustry and will be an excellent AEB advisor representing theallied industry.

Terry replaces Dennis Casey, retired president of Hy-LineInternational. Dennis served in this capacity for over 10 years andhas been an eggstraordinary advisor and friend to AEB and the eggindustry. AEB appreciates and thanks Dennis for his years ofsupport and dedicated service.

Pollard named Allied Industry Advisor

When it comes to designing foods fortoday’s label-reading consumers,product developers keep two criteriahigh on their priority list: natural andnutrition. Consumers’ growing interestin dietary health allow eggs to play akey role in the development ofhealthful food products.

Polybagged with the October issue ofPrepared Foods magazine, “Eggs Rolein Healthy Popular New Products”helps to explain the relationshipbetween egg products and formulating healthy foods. To furtherextend our positive egg messages, Prepared Foods will post thesupplement in a resource section of their website, and it will alsobe available on AEB’s website for future reference. Additionalcopies may be obtained by contacting Elisa Maloberti at AEB at(847) 296-7043 or by sending e-mail to emaloberti@aeb.org

AEB’s Egg Product Marketing Department has created the EggProduct Marketing Task Force to combat egg replacer erosion ofegg products in food formulations. A special task force of furtherprocessors will work together to identify a cost matrix to helpconvince food manufacturers that egg products are a more cost-effective ingredient than egg replacers.

AEB plans to utilize this information in upcoming AEB marketingefforts and make available to egg product suppliers for use withtheir customers.

Task Force to Combat Egg Replacers