Smoking 10,000 eggs every 14 days The smoking process in Australia is slightly different than it is in the Netherlands. In the Netherlands, the eggs are placed on nesting racks in a smoke box and the smoke from the unit next to the smoke box is blown over the eggs. Gijsbert: “This method of smoking is called cold smoking. In Australia they use the same technique but the eggs are washed before smoking. This is mandatory in Australia while in Europe we do not wash the eggs at all”. The couple did not immediately operate at the maximum ca- pacity of 100,000 eggs. For the time being, they smoke 10,000 eggs every 14 days. Annegien: “At the moment we produce on demand. As soon as the sales start to go up, we can make a better forecast and scale up the production”. They initially wanted to begin with a higher production but the coronavirus pandemic and the measures that followed world- wide threw a spanner in the works. Annegien: “We actually wanted to fully supply the food service sector but it had to close due to the corona crisis. Sales to the food service indus- try look promising, as chefs understand what you can do with such a special product”. To make the most of the situation An- negien quickly changed the strategy of Smoked Egg Europe and started looking for buyers in country and farm shops and delicatessens. In addition, they have started exploring the opportunities in larger retail and supermarket stores.
Constantly acquiring new customers Gijsbert and Annegien say they have not yet earned a cent from the sales of the eggs but are mainly paying off the
investments they have made. Gijsbert: “That is also the nature of a start-up. However, from the end of 2021 we must show growth. The bank also understands that due to the pandemic, we, like many other entrepreneurs, could not immediately start to grow to meet our targets.” The couple hopes to start earning serious money in early 2022. More than 100,000 smoked eggs have already been sold to Dutch companies. Some of the eggs go to the Dutch supermarket chain Jumbo and the online supermarket Crisp. Six eggs in a nice box (see photo) currently cost € 2.99. They are working towards their second target of 250,000 eggs. Annegien: “We are constantly acquiring new customers. We try to visit as many events and markets as possible and let consumers taste the eggs. The products sells itself, so to speak”. And the couple are looking further afield too. Annegien: “There is currently a business in the UK that wants to pur- chase a trial license. They want to smoke eggs for the British market. On top of that we know of a company in the US that wants to start offering smoked eggs, too. They are not com- petitors because everyone has their own clearly defined li- cence. In fact, it will help us. Together we will put this unique product in the market and increase brand awareness”. Gijs- bert and Annegien already ran a pilot in Germany via Go- 2Market between June and August 2021. And with success: they talking to several German supermarkets and are also looking at Belgium and the Scandinavian countries. Gijsbert: “But, for the time being, the Netherlands remains core mar- ket. Our target is to be able to deliver 100,000 smoked eggs every week by mid-2022”.
Smoked Eggs Europe is work- ing towards its second target of 250,000 eggs delivered. Six eggs in a nice box currently costs € 2.99.
▶ POULTRY WORLD | No. 10, 2021 35
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