From commodity to concept: How the US egg industry reinvented itself

Over the past decade, the US egg industry has transformed itself from a pure commodity market to a differentiated, value-added sector. Driven by consumer-led regulations and retail consolidation, the shift to cage-free production has redefined supply chains and challenged traditional business models. This report identifies the benefits of taking a proactive approach to policy and operational flexibility for navigating the rapidly changing political environment, while making the early investments in brand equity that are both costly and necessary for extracting product value. Ultimately, it is customer relationships that will dictate the success or failure of these efforts, requiring companies to reexamine where there might be room for improvement. With parallels emerging in swine and other agricultural sectors, the US egg industry's evolution provides a helpful roadmap for other agricultural industries facing similar transitional pressures.