An egg producer is urging shoppers to rethink their choices after launching a campaign marketing its eggs as more environmentally friendly, claiming many consumers do not realise that white eggs are greener than brown ones.
Bedfordshire-based Bird Brothers says white eggs are more sustainable, despite many shoppers continuing to favour brown eggs out of habit.
Although white eggs are becoming more common on supermarket shelves, the company says consumer preference is still largely driven by familiarity rather than environmental impact. Commercial director Matthew Bird said many people choose brown eggs simply because “it’s what they’re used to”.
While both white and brown eggs offer the same taste and nutritional value, Bird Brothers argues there is a significant difference when it comes to sustainability.
“The colour of the egg is essentially just packaging – it’s what’s inside that counts, and both white and brown eggs are equally tasty and nutritious,” Bird said.
“But there is a difference, and it’s an important one. White eggs are more sustainable and we want to raise awareness of this.”
He explained that white eggs are laid by white hens, which are more feed-efficient, easier to manage and produce more eggs over their lifetime, meaning fewer resources are required overall.
“They bring efficiencies as fewer resources are needed to manage them, which ultimately means less impact on the planet,” he added.
However, the company acknowledges that persuading consumers to switch is not straightforward. Head of sales and marketing Richard Mew said some shoppers remain hesitant to replace brown eggs with white ones.
“Often, consumers will stick to what’s familiar and if they’ve always bought brown eggs they might be reluctant to change,” he said. “So we want them to know that while there’s no difference in flavour, there are environmental benefits.”
As part of its efforts to educate shoppers, Bird Brothers has released an animated video highlighting the sustainability credentials of white eggs. The video opens with the line: “You may be surprised to hear it but white eggs are actually green.”
Across the wider industry, white eggs have been gaining traction in recent years, with retailers including Co-op and Sainsbury’s sourcing free-range eggs from white hens.
Bird Brothers said the growing demand is reflected in its own plans. This year, its ROOST barn egg range will switch to eggs produced exclusively by white hens, alongside its existing ROAM White Gold free-range range.