INTERVIEW ▶▶▶ Suresh Chitturi
Promoting product innovation to boost egg consumption
When looking at global egg consumption trends, many players in the egg industry ask themselves how they can boost egg intake. Given that there is a limit to how many boiled eggs a person can consume, in a plan called Vision 365, the International Egg Commission (IEC) aims to promote product innovation and highlight the power of the egg through a holistic marketing approach.
BY FABIAN BROCKÖTTER T 6
he International Egg Commission is launching its Vision 365, a new decade-long plan to develop the global rep- utation of the egg. The initiative ushers in a new ten-year drive to double global egg consumption to 365 eggs per
person, per year. Time for Poultry World to have a chat about the plan with IEC chairman, Suresh Chitturi. “I am a firm believer that eggs can make all the difference in a healthy diet. Personally, I had some weight issues and I started on a journey to eat more healthy food. Eggs and egg products were an integral part of that diet. And I know, for a fact, that eggs can make a huge difference far beyond my own health, as well. It goes without saying that eggs provide excellent nutrition but, on top of that, egg production has an enormous social impact. As an example, if people in my home country, India, were to eat one more egg per person a year, we could create 35,000 new jobs.”
This information is not really new, so what made the IEC launch this plan now? “We indeed know that our industry has a lot of potential. As a matter of fact, we have been discussing the promotion of egg consumption for years. It was during our last IEC meeting in Co- penhagen that all pieces of the puzzle came together. We saw the
▶ POULTRY WORLD | No. 2, 2022
consumption trends, including the stabilisation in yearly intake per person in Europe, for instance, and came up with our plan. We need to ensure that the rest of the world knows what we already know. We have to unite and tell our story of ‘the power of the egg’. Vision 365 will enable us to do that, positioning the egg industry as a global leader in sustainable protein production.”
How are you going to bring about this united effort? “First of all, our Vision 365 plan will be implemented through a separate organisation that reports to the IEC. We have a financial commitment for the first three years, so it’s ‘game on’. We are now working on the second stage funding for the future. We are plan- ning a strategic meeting with the industry to work out the details going forward but I am confident that we will be able to get everyone on board. We need industry-wide support and invest- ment to unleash the full potential of Vision 365 and more than double global egg consumption by 2032. Together, we can make Vision 365 a reality. I encourage all members of the egg industry to get involved in this ‘unmissable opportunity’.”
And is this solely an industry push? “As I see is, there are three levels at which we will involve people and organisations beyond our industry. We will work with interna- tional bodies like the United Nations World Food Programme, we
PHOTO: IEC
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