Choice is cracking open its stance against misleading "free-range" claims, building on the momentum of its "#GiveACluck" crowdfounding campaign last year.
Choice was at Parliament yesterday, highlighting that consumers are paying double for ‘free-range’ eggs, while there is no available industry standard for what actually defines free-range.
Choice head of media Tom Godfrey told AdNews the stunt at Parliament House was part of getting the message to ministers that there is a need for a nationally enforced standard.
"At the moment consumers are being ripped off, paying for a free-range label that is meaningless.
“We invited a number of genuine range farmers to cook a free-range breakfast for the government officials to bring awareness to the problem,” says Godfrey.
Raising $26,431 through crowdfunding, Choice paid for a billboard to send a message to ministers who will decide on the free-range egg standard.
The egg industry has hit back, with Egg Farmers Australia (EFA) calling the Choice claims a “load of crock” and saying the organisation is misrepresenting consumers.
EFA released research showing 73% of consumers at point-of-sale were satisfied they had enough information regarding free-range egg welfare standards.
Choice CEO Alan Kirkland says he is concerned the questionable claims will continue because of the large scale of the egg industry, which is why Choice is pushing so strongly to bring awareness to Parliament.
“At the end of this month, politicians will decide whether to clean up the free-range market. With furious lobbying from large-scale egg producers, there is a real risk that ministers will cave in and allow the industry to keep cashing in on consumer confusion.
The campaign will continue over social media and with 'Give a Cluck' merchandise and activations. The Choice Instagram has posted photos of various MP’s including Karen McNamara and Melissa Parke, supporting the campaign.
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