AEB officially launched theGood Egg Project this monthto educate people aboutwhere eggs come from andencourage people to pledge to“Eat Good. Do GoodEveryday.” Kick-off activitiesincluded an interview on the“Rachael Ray Show,” apartnership with SesameStreet, outreach to key mediaoutlets and the launch ofGoodeggproject.org. This fullyintegrated, exciting advertisingcampaign for the Good EggProject’s launch, includes TV,online and radio.

To start, America’s egg farmerswere the title sponsor of the“Rachael Ray Show” seasonpremiere and block party inChicago. The block party, whichwas attended by more than 1,000Chicagoans, served as thebackdrop for the season premiereof the “Rachael Ray Show,” onSeptember 14. At the Good Egg

Projectbooth,765peoplesignedtheGoodEggProjectpledgeto “Eat

Good. Do Good Everyday.” Morethan 900 attendees stopped by topick up Good Egg Project t-shirts and Silly Putty-filled eggs.

In the show’s premiere onSeptember 14, Rachael Rayinterviewed AEB’s ChairmanJacques Klempf and CookieMonster about the Good EggProject. During the interview,Klempf explained the Good Egg

Project pledge and donation toRachael and Cookie. In his typicalCookie Monster style, Cookie atea bowl full of eggs after pledgingto be a Good Egg, which delightedRachael Ray and the audience!

On September 14, America’segg farmers also launchedGoodeggproject.org that educatesconsumers about the eggproduction process, takes visitorson a tour through an egg farm viawebisodes and asks people topledge to “Eat Good. Do GoodEveryday.” For every pledge takenon Goodeggproject.org, America’segg farmers will donate one eggto Feeding America, up to onemillion eggs!

Additionally, America’s eggfarmers announced theirpartnership with Sesame Street.

September 2009 Editor: Ashley G. Richardson

Good Egg Project’s egg-citing start

• Join AEB in the Sunshine State for our Board Meeting

• Promotions in Mexico• Good Egg Project: Speaker

Training Program• Eggs in the media• Rachael Ray spotlights

Incredible People• New brochures available• Korean buyers visit

the United States

CONTINUED ON NEXT PAGE

This partnership aims to educate kids and momsabout how eggs get from the farm to their breakfasttables. In November, Sesame Street’s 40th

anniversary season will begin, and as part of thesponsorship, each episode will feature a messageabout the Good Egg Project. America’s egg farmersare one of only six partners working with SesameStreet this year.

The much anticipated Good Egg Project televisionspot is scheduled to air specifically on “SesameStreet”Monday,October 26,and will runthroughOctober2011.Utilizing sucha focusedsponsorshipallows AEB tocommunicatethe GoodEgg Projectmessage toSesame Street’s longstandingand far-reaching audience.Hickman’s Family Farms’ ClintHickman stars as himself andthe spokesperson for the Good

Egg Project. The spot shows an egg being passedfrom Clint at an egg production facility to a family at afood pantry to a teacher in the classroom and back toClint.

The two-year partnership with Sesame Street further bolsters AEB’s branded entertainment effortsand opens doors for future opportunities in 2010 and2011.

Two radio spots are also available for local use byAEB’s state groups. The first spot is 45 seconds with

15 seconds available for a customized message.There is also a 24-second version with 6 secondsavailable for a local tag.

As with the Incredible People campaign, onlineefforts will play a significant role in the Good EggProject. The campaign launches with two display

banners.One focusesthe millionsof eggsdonatedeach year byAmerica’segg farmersandencouragestaking thepledge, andthe otherbanner adsparks interest and

aims toeducateconsumerson thefarm-to-plateprocess.Both willdrive trafficto the GoodEgg Project website.Online

creative will befeatured onYahoo, About andQuadrant Onewebsites.

Activities for the Good Egg Project will continue asseveral farmers begin opening up their farms forCommunity Breakfasts to provide a betterunderstanding about egg farming and how their foodgets from the farm to breakfast table.

On World Egg Day, October 9, Howard Helmerwill be talking with Mr. Food about the Good EggProject along with demonstrating delicious deviledegg recipes.

AEB is also conducting the Good Egg Project:Speaker Training Program next month in Chicago.

Stay tuned for more Good Egg Project egg-citement because this program’s just getting started!

Continued: Good Egg Project’s egg-citing start

WEDNESDAY, NOV. 47:30 a.m. ExecutiveCommittee Meeting, private 12:30 p.m. Shotgun startfor the 17th Annual AEBGolf Scramble at thePlayers Stadium Courseat TPC Sawgrass.Rental clubs areavailable from the proshop for a fee.6:20 p.m. Buses departfrom the hotel lobby forthe Chairman’sReception and return at7:30 and 8:00 p.m.THURSDAY, NOV. 58:00 a.m. AgriculturalEducation Committee9:00 a.m. Spouse/guesttour departs from Resortlobby 12:00 p.m. Lunch1:00 p.m. CommitteeMeetings6:30 p.m. Reception &Dinner at the Resort’sMagnolia Terrace. Musicby a Jimmy Buffet-stylesoloist.FRIDAY, NOV. 67:30 a.m. - 1:00 p.m.Board Meeting. Pleaseplan your return flight noearlier than 3:30 p.m.

Join AEB in the Sunshine State for our Board MeetingShowcasing a breathtaking setting, the Marriott Sawgrass Golf Resort &

Spa offers the quintessential retreat. This spectacular Ponte Vedra Beach,Florida resort is the location of AEB’s November 4 - 6, 2009 Board Meeting.

Located 35 minutes from Jacksonville International Airport, the Resort iseasily accessible by car or shuttle service and central to exploring the area.

On Wednesday, November 4, AEB’s 17th annual Golf Scramble will be heldat the Players Stadium Course at TPC Sawgrass providing exclusive access toone of the PGA Tour’s most venerable tournament courses. Designed by PeteDye, the Players Stadium Course is ranked among the top 80 golf courses inthe world, according to Golf Magazine. Big Dutchman USA & Sanova/Staalkatwill sponsor the refreshment cart and prizes for the AEB Scramble.

Wednesday evening AEB Board Chairman Jacques Klempf will host theChairman’s Reception,sponsored by Hy-LineInternational and Tecno PoultrySystem, at his home.

On Thursday morning, therecently formed AgriculturalEducation Committee willmeet, and if its kick-off meetingis an indicator, the room will bepacked again.

The Spouse/guest tour will

also depart at 9:00a.m. from theResort’s lobby forSt. Augustine andreturn at 2:40 p.m. A private, narratedtour provides a 1-hour overview ofthe city’s historicalsites, restaurantsand shopping area.Once completed, guests receive a trolley pass valid to get on and off the trolleyat any of its stops. The group will have 2 hours to explore St. Augustine independently, and then they will meet for lunch at 95 Cordova and beforereturning to the Resort.

Thursday afternoon, the standing committees will meet and discuss year-end plans as well as 2010 plans. The reception and dinner will take place atthe Resort’s Magnolia Terrace with music from a Jimmy Buffet-style soloist.

On Friday morning, the Board Meeting will take place from 7:30 a.m. until1:00 p.m. Please plan your return flight no earlier than 3:30 p.m. Business casual is appropriate for most activities. Please contact AEB’s PhyllisSummers, psummers@aeb.org or 847.296.7043, to receive registration formsto secure your room at AEB’s group rate. We look forward to seeing you.

Please return your registration to AEB by Thursday, October 1.

Schedule

Eventsof

Despite trying economicconditions, breakfast is abright spot in thefoodservice industry. TheBreakfast Beat newslettercommunicates to quick-service restaurants (QSRs)that eggs are the leadingprotein for breakfast andoffer a wide variety of low-cost and high-profit-marginopportunities. Three issuesof this breakfast-focusednewsletter have beendistributed this year, andmore are planned for 2010.Its objective is to provideinformation and ideas toassist QSRs in starting orexpanding breakfast.

Designed as a brief, concise, easy-to-read newsletter, BreakfastBeat keeps QSRs well-informed about the most important meal ofthe day. Some of the topics covered include: the growth of thebreakfast daypart, importance of promotion, opportunity despite theeconomy, future predictions for breakfast, nutritional profile of theegg, review of new items and more.

Banner ads on several websites are promoting Breakfast Beat,and past issues are archived on the Aeb.org, where sign-up is alsoavailable. For further information on this publication, contact AEB’sAlice Heinze.

Breakfast Beat targets QSRsPromotions in MexicoWith the support of AEB, USAPEEC

conducted a series of seminars topromote U.S. egg products to theMexican foodservice industry.

An outstanding food safety seminarcoordinated by José Manuel Samperioand Alma Lilia targeted the food servicesector. Howard Helmer was by far themain attraction and nearly 90 attendeesprepared different kinds of omelets at

the end of theseminar forlunch.

Anotherseminar, inconjunction withthe MexicanAssociation ofPoultryProducers, alsotargetednutritioniststudents, foodtechnologistsand consumerswith the idea ofexpanding

overall egg consumption. Theattendance of Veracruz’s governorresulted in additional free media.

To support egg farmers’ commitments to delivering and providingsafe, nutritious and affordable eggs, AEB has partnered with the Centerfor Food Integrity (CFI) to customize its popular speaker training programspecifically for the egg industry.

The program is designed to educate consumers on where their eggscome from and tell the true story of the egg industry through positive,proactive communication at the local level. The program trains and supports egg farmers and industry leaders to speak to local audiencesand engage media to deliver positive messages about the egg industry’shard work and commitment.

This will officially launch this fall with AEB’s first training session onOctober 21, 2009, from 8:00 a.m. until 4:00 p.m. at the IntercontinentalHotel at O’Hare. A second training session will take place in January2010 in Dallas, TX. Each day-long session will be facilitated by a team ofexperienced CFI facilitators. The sessions will focus on the following:

Issues Updates–Participants learn to better understand and communicate the issues challenging the egg industry. Addressing theseissues is important in building public support.

Media Relations–Each encounter with a reporter provides an opportunity to tell a positive story about the egg industry. You’ll learn the“rules of engagement” with the media and practical tips for deliveringpositive messages and avoiding negative coverage.

PublicSpeaking–Whether you aretalking to yourneighbor or acivic organization,the key tosuccessfullydelivering a positive message ispreparation. You will learn tips andtechniques for effectively developing yourown presentation and then practicing yourskills with other participants.

AEB wants you to identify individualsfrom your organization who are willingand able to commit time to speak publiclyon behalf of the egg industry. All coursefees will be covered by AEB; however,travel expenses will be covered by youand your employees.

Please contact AEB’s CindyMcGarrigle for more information.

Good Egg Project: Speaker Training Program

Eggs in the mediaDuring back-to-school season, eggs appeared in the August 19

“Good Morning America” segment, “Healthy lunch ideas for kids.”The segment offered alternatives to serving processed meats forlunch and listed hard-cooked eggs as a healthy option. In anaccompanying article, a dietitian touted the benefits of eggs sayingthey’re a “great source of protein and low in saturated fat."

The August issue of First for Women features an incrediblearticle highlighting Dr. Dhurandhar’s popularegg breakfast/weight-lossstudy encouragingwomen to start their daywith eggs while alsodiscussing egg’s luteinand zeaxanthin content.

Finally, eggs stole thespotlight in theSeptember issue ofHealth, which featuresthe benefits of eggs in three separate articles. Health’s “DietNow” column highlighted ENC-funded research from theUniversity of Connecticut showing men who ate eggs forbreakfast compared to bagels reported feeling fuller longer.

Dr. Oz includes eggs in the article “Dr. Oz’s Favorite Foods,”noting “eggs make a great, inexpensive, protein-rich meal” andegg yolks in the list of “best brain foods for everyone” in thearticle, “15 Surprising Memory Boosters.”

AEB’s National Account program continuesworking within the QSR segment to demonstrate howto drive traffic throughinnovation at breakfast.Here are a few examples.

Dunkin’ Donuts hasbeen a long-timeinnovator in the breakfastcategory. Whether it isOmelet-style Egg Patties,Flatbread sandwiches orWake-Up Wraps, Dunkin’Donuts has prided itselfon new flavors andoriginal breakfast items.

Jack in the Box isanother long-timeinnovator. Most recently, itintroduced brunch-styleBreakfast Bowls and one of the first mainstreambreakfast sandwiches with eggs and chorizo.

Even midscale chains like Denny’s have realizedthe role of innovation to driving traffic. Its track record

over the last several years hasseen the introduction of the firstgrab-and-go offerings from atraditional, sit-down chain, includingthe Grand Slam-To-Go and theGrand Slam Sandwich.

As these chains understand,breakfast is no different than anyother daypart when it comes tosomething new…guests want toexperience great taste, newbreakfast items and better variety.AEB has helped drive thisinnovation understanding thatwhen chains embrace innovation,consumers vary their routines, andmore breakfasts are sold. The

results are incredible! The National Account programcontinues to work with segment.

Innovation drives QSRs’ breakfast traffic

AD SCHEDULE

Publication IssueScholastic Parent+Child August/September 2009Parenting SeptemberFamily Fun SeptemberParents SeptemberReader’s Digest SeptemberWeight Watchers September/October 2009

Site Placement Week of 8/31-9/30Wild Tangent Game Info Page developed for Egg Catching Game, Custom Game Load (Fam/Casual), Game

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Yahoo! Inc. Food Recipes (Point Roll), EatingWell Bfast/Brunch (Point Roll), Food W25-54 (Point Roll), Interpolls, Food Recipes, Interpolls, EatingWell Bfast/Brunch, Interpolls, Food Blogs, Shine W25-54, Parenting, Healthy Living, Food, Games W25-54, Shop(Life/Parent/Childr)

Scholastic Parents ROS (Point Roll), A-V Parents ROS

Network TV Program Dates TimeNBC Today Show 9/1, 9/2, 9/4, 9/7, 9/8, 9/9, 9/10, 9/11, 9/21, 9/22 7AM-9AMABC Good Morning America 9/3, 9/5, 9/7, 9/8, 9/13, 9/21, 9/25, 9/26, 9/27 7AM-9AM

America this Morning 9/1 6AM-6:30AMThe View 9/1, 9/2, 9/7, 9/8, 9/11 11AM-12PM

CBS The Early Show I 9/1, 9/7, 9/9, 9/21, 9/22 7AM-7:30AMThe Early Show II 9/2, 9/12 7:30AM-9AMSaturday Early Show 9/5, 9/12 7:30AM-9AMSunday Morning 9/6, 9/26 9AM-10:30AMMorning News 9/10, 9/21 6:30AM-7AM

Week ofSyndication TV Chris Matthews 8/31, 9/7, 9/21 See Local

The Morning Show 8/31 Listings forTyra Banks 8/31, 9/7, 9/21 TimesLive With Regis and Kelly 8/31Disney Movies 8/31Rachael Ray 8/31, 9/7, 9/21The Doctors 8/31, 9/7, 9/21Martha 8/31, 9/7, 9/21

Cable TV Week of TimeDiscovery Health 8/31, 9/7, 9/21 Early Morning, Daytime, including “All About Babies,” “Babies:

Special Delivery” and “17 Kids and Counting”Entertainment 8/31, 9/7, 9/21 Early Morning (7a-12n)FOX News 8/31, 9/7, 9/21 Morning (5a-12p)Great American Country 8/31, 9/7, 9/21 Morning (6a-8a), Daytime (8a-4p)HGTV 8/31, 9/7, 9/21 Morning (7a-9a), Daytime (9a-3p)Lifetime Movie Network 8/31, 9/7, 9/21 Lifetime Movies (6a-4p), Lifetime Movies Weekend (6a-6p)Hallmark Channel 8/31, 9/7, 9/21 Hallmark Day (8a-2p), Saturday 6a-12p), Sunday Morning (8a-12p)Hallmark Movie Channel 8/31, 9/7, 9/21 Hallmark Movie Channel Daytime (8a-12p)Oxygen 8/31, 9/7, 9/21 Daytime (8a-12p)Soapnet 8/31, 9/7, 9/21 Early Morning (6a-9a), Daytime (9a-3p)Style 8/31, 9/7, 9/21 Morning (6a-12p)Food Network 8/31, 9/7, 9/21 Daytime (9:30a-3p), including “Barefoot Contessa” and Weekend TNT 8/31, 9/7, 9/21 Primetime in the Daytime (6a-4p)Weather Channel 8/31, 9/7, 9/21 Early Morning, “Day Planner” and “Your Weather Today”

July August September

29 6 13 20 27 3 10 17 24 31 7 13 21

Third Quarter 2009 Media Schedule

AEB Advertising UpdateSeptember 2009 TV

September 2009 Print

Rachael Ray Incredible People Integration TBA: Kindergartner Nicoleturned what makes the fluffiest eggs into her science fair experiment and won first place. On the show, Nicole reveals her favorite egg recipe.

September 2009 Online

For the past two seasons, AEB and Rachael Ray havehighlighted 21 Incredible People and their stories about healthyeating and wellness. On July 3, the “Rachael Ray Show” presentedanother incredible story about an 11-year-old identical twin fromMaryland who started a bakery in honor of his twin brother.

While grieving over his loss, Aaron Ware was given someunconventional advice from his pediatrician. Noticing the smile onAaron’s face when he told her about his love of baking, sheprescribed Aaron to start a bakery. From there, Aaron’s bakery“Doughjangles” was born.

Inspired by Aaron’s story, America’s egg farmers donated ayear’s supply of eggs to his baking company and gave a matchingdonation to a local food bank. The need for food, especially for high-quality protein foods like eggs, continues to grow among food banks.Rachael Ray was extremely touched by the gesture and personallythanked America’s egg farmers for their generous donation.

The integration has continued to open doors for future charitableoverlays. Four more Incredible People episodes will air in 2009,along with the unveiling of the Good Egg Project this month toeducate Americans about where eggs come from and encouragepeople to “Eat Good. Do Good Everyday.”

Spotlight on: Incredible People

“Lots of people

want to ride with you

in the limo, but what you

want is someone who will

take the bus with you when

the limo breaks down.”

– Oprah Winfrey

Eggspression

MO

NT

HLY

AEB and ENC welcomed the members of the ScientificAdvisory Panel (SAP) to Washington, D.C. for its 2009 annualmeeting on August 16 and 17. The meeting began with agroup dinner and was followed by a full-day meeting. Thisyear, returning SAP members were joined by three newmembers including Rachel K. Johnson, RD, MPH, Ph.D.,University of Vermont; Douglas Paddon-Jones, Ph.D.,University of Texas Medical Branch; and Kurt Metzl, MD,FAAP, University of Missouri Kansas City.

During the meeting, members discussed a variety of egg-related research topics to aide in the strategic researchplanning process. They discussed the operations of theresearch grants and fellowship programs and brainstormedideas for potential AEB/ENC sponsorships and partnerships.

Upon the conclusion of the meeting, many memberscommented that they were excited by the renewed energy ofthe group and excited to help move AEB and ENC’s researchprogram forward.

ENC’s SAP meeting

Research updateDr. David Swayne’s completed AI and

dried egg white research has been featuredin the latest edition of Journal of FoodProtection. Dr. Swayne concludes that thestandard industry pasteurization protocolswould be very effective for HPAIVinactivation in dried egg white.

AEB continues to fund Dr. Swayne’sresearch to examine four other eggproducts. His research plan includesinactivation experiments for fourrepresentative virus strains—LPAIV, HPAIV,and two NDV strains—in each product. Inaddition, Dt and Z values will bereassessed for HPAIV in liquid whole egg,salted yolk and liquid egg white that weretested in a previous study.

Journal of Food Science featured AEB-funded research with Dr. Tong Wang atIowa State University examining the“Effects of Yolk Contamination, Shearing,and Heating on Foaming Properties ofFresh Egg.” Dr. Wang concludes there isno tolerance level for yolk contaminationand heating and shearing that are typicallyencountered in egg processing actuallyenhance foaming.

Copies of the journals are availableupon request, contact AEB’s ElisaMaloberti.

AEB Board Member Chris Pierce has beenpromoted to president of Heritage PoultryManagement Services Inc. Over the last 10 years, Chris has been actively involved inleadership roles. His background will enablehim to continue fostering Heritage’s tradition ofquality and integrity. Mel Gehman will assumethe role of chair of the board for the company.

Pierce promoted to president

New items available

A group of buyers representing Korean companies who are majorpotential users of U.S. processed egg products visited the United Statesfrom August 15 to August 22 to meet with U.S. egg processors as part ofa reverse trade mission hostedby USAPEEC and sponsoredby AEB.

The four-memberdelegation traveled to severalprocessing plants and met withU.S. egg product companies.Buyers represented CJFoodville, CJ Freshway, SeoulFood Industrial and KimYoungmo, all major Korean manufacturers of confections and bakedgoods. They visited Michael Foods, Primera Foods, RembrandtEnterprises and Deb-El Foods.

“I found the visits to be very informative and helpful,” remarked oneof the Korean participants. “For me, price is not an issue, as the U.S.price is actually cheaper than the local Korean liquid egg products;rather, the issue relates more to a U.S. company’s ability to supply smallquantities to the market. Companies wanting to sell to Korea should finda distributor to supply small amounts since Korean companies do notwant to buy an entire container load due to the size of their business.”

For more information on the visit, please contact USAPEEC’sJennifer Geck.

Buyers visited the United States

AEB has a slew of new and update promotional materials available.The Simply Omelets, Kick It Up with Eggs and Back to Basics brochuresare available. Sold in packs of 50, the new Recipe Cards are available inthree themes. The Coffee Cup Scramble is a huge hit with AEB’s staff.

New incredible! items include: navyblue, zip-up hoodies, white withblack trim golf hats and abackpack cooler. ContactAEB’s Mary Ruth Bolda toorder.