The American Egg Board hasestablished “Eggs for HaitianRelief” as part of its Good EggProject to donate dried wholeeggs to the hundredsof thousands offamilies affected bythe earthquakedisaster in Haiti. Thiseffort will be madepossible by Feed theChildren, which isone of the feworganizations that willaccept food insteadof money. Feedthe Children isan international,nonprofit relieforganizationwith itsheadquarters inOklahoma City,OK, thatdelivers food,medicine,clothing and other necessities toindividuals, children and familieswho lack these essentials due tofamine, war, poverty or naturaldisaster. In 2005, AEB worked with Feedthe Children to provide eggproduct for the “Eggs for TsunamiRelief” effort.

The success of this effort isdependent on both shell eggfarmers and further processors.Due to the challenges of providingfood in Haiti, only dried eggproduct will be accepted fordonation. AEB will coordinate all

arrangements between yourcompany and a processor, but we still need your commitment todetermine the amount of shell egg

and liquid egg products that willbe donated to this cause.

Deb-El Foods, in NJ; RoseAcres, in IA; and Michael Foods,in NE, have already made a keycommitment to this effort bydonating the breaking andprocessing of two loads of driedeggs. This donation is equivalentto about 8,500 cases of shelleggs. But we need moreparticipation to make a majorimpact on the victims in Haiti.

AEB acknowledges what‘Good Eggs’ make up our industry.In fact, 100 percent of Michigan’segg farmers agreed to donateshell eggs to this cause. HerbruckPoultry Ranch will break the eggs,and one of the mentionedcompanies will dry the donated

eggs–an estimated $100,000donation to the people in Haiti.AEB encourages other statepromotion groups to organize

similar efforts. AEB has alsoreceived several generousdonation from shell eggfarmers and furtherprocessors as well asmonetary donations. AEB’sChairman Jacques Klempfpresented his donation toAEB at Atlanta’sInternational Poultry Expo,as shown. A full list ofdonations will appear in theNews next month. Water isbeing provided by severalorganizations so that theproduct can bereconstituted.

Please contact Joanne Ivy,jivy@aeb.org, and indicate theamount of shell eggs or processedliquid product you would like todonate. AEB will arrange Feed theChildren’s pick up of dried eggproduct.

February 2010 Editor: Ashley G. Richardson

Eggs for Haitian Relief

• Breakfast @ QSRs–a growing opportunity

• Breakfast Club newsletter and Facebook frenzy

• February magazines tout nutrition

• AEB’s agency receives top listing

• 2010 IFT sponsorship

This month, America’s egg farmers announced the launch ofthe Breakfast Club, a monthly e-newsletter containing freebies,delicious egg recipes, cooking tips and more! As part of itsinaugural run, the Breakfast Club was distributed to more than

54,000 consumers nationwide viaemail, offering the first 30,000 fansof the Incredible Edible EggFacebook page the opportunity todownload a buy-one get-one(BOGO) free coupon for a dozeneggs.

In less than a week, theIncredible Edible Egg Facebookpage received more than 60,000fans and more than 500 wall poststhanking America’s egg farmers andpraising The incredible edible egg™.One new fan called eggs, “mom’sbest friend,” while another fan said,“The incredible edible egg is greatanytime of day; it hits the spot.”

The Facebook BOGO coupon promotion went live on Friday,February 5, and the coupon redemption rate is expected to behigh. In 2009, the BOGO coupon saw record numbers inredemption rates. More than 60 percent of the first 40,000 coupons have been redeemed so far, spurring anadditional 29,140 dozens of eggs sold!

Breakfast at QSRs–a growing opportunity

“If the person

you are talking to

doesn't appear to be

listening, be patient. It

may simply be that he

has a small piece of

fluff in his ear.”

–Eeyore

Eggspression

MO

NT

HLY

Advertising Age named AEB’sadvertising agency Grey as a part of its“Agency A List” for 2009. Grey’s mantra:Famously Effective exemplifies its workon behalf of AEB. The “IncrediblePeople” campaign, the “Good EggProject” and all their integrated effortsare great examples of creatingoutstanding and effective communication.

AEB agency A-listed

research, education and other initiatives,more eggs are being served in moreways and in more locations than everbefore. In the past year, egg-relatedproducts at QSR breakfast increased bymore than 120 million servings, accordingto The NPD Group/CREST®, year endingAugust, 2009.

Chains without national breakfastprograms, like Wendy’s and Taco Bell,are testing breakfast. Egg sandwichesand other egg-related products are nowavailable nationally at Starbucks andPanera. And, the increased competition ismaking chains such as McDonald’s,Burger King, Dunkin’ Donuts andHardee’s/Carl’s quicken the pace of newegg-related product launches and limited-time-offers. With as many as 20,000 newlocations potentially serving breakfastwithin the next couple years and withmore people eating eggs at QSRs, evengreater success is ahead.

With the fast-paced growth ofbreakfast, AEB’sNational Accountsprogramexpanded itsstrategy to ensurethat breakfast ison its way tobeing served atevery major QuickServiceRestaurant (QSR)chain and thatnew productsdrive consumer

interest. While the overall foodservice industry has been declining,breakfast remains the shining star. In fact, breakfast is the onlydaypart that has driven traffic in the restaurant industry over thelast 5 years.

AEB’s work with the QSR segment resulted in new breakfastprogram tests and in new, innovative breakfast concepts added tomenus. Through AEB’s culinary development, trend tracking,

in “Pooh's Little Instruction Book”

Breakfast Club & Facebook frenzy

AD SCHEDULE

Site Week ofVibrant Media 2/1 – 3/31Wild Tangent 2/1 – 3/31Weight Watchers 2/1 – 3/31BlogHer 2/1 – 3/31Yahoo! 2/1 – 3/31Hulu 2/1 – 3/31About.com 2/1 – 3/31All Recipes 2/1 – 3/31Facebook, Incredible Search1/6 - 2/17

Network TV Program Dates TimeNBC Today Show 2/10, 2/10, 2/25, 2/25, 2/26, 2/26, 7AM-9AM

3/8, 3/8, 3/9, 3/9, 3/10, 3/11, 3/11ABC America this Morning 2/8, 2/22, 2/25, 3/10, 3/11, 3/12 6AM-6:30AM

Good Morning America 2/8, 2/9, 2/22, 2/24, 2/27 7AM-9AMThe View 2/10, 2/11, 2/12 11AM-12PM

CBS The Early Show I 3/11 7AM-7:30AMThe Early Show II 2/23, 2/24, 3/8, 3/12 7:30AM-9AMSaturday Early Show 2/13, 2/27, 3/13, 3/13 7:30AM-9AMCBS Morning News 2/22 6:30-7AM

Syndication TV Week ofDr. Oz 2/22, 3/8 SeeRachael Ray 2/22, 3/8 LocalThe Doctors 2/22, 3/8 ListingsMartha 2/22, 3/8Tyra Banks 2/22

Cable TV Week of TimeAnimal Planet 2/8, 2/22, 3/8 Early Morning, Daytime, “Animal Zone” and “On the Wild Side”Discovery Health 2/8, 2/22, 3/8 Early Morning, Daytime, including “All About Babies,” “Babies: Special

Delivery” and “Adoption Stories”Entertainment 2/8, 2/22, 3/8 Early Morning (7AM-12PM)FOX News 2/8, 2/22, 3/8 Morning (5AM-12PM)Great American Country 2/8, 2/22, 3/8 Morning (6AM-8AM), Daytime (8AM-4PM)Hallmark Channel 2/8, 2/22, 3/8 Hallmark Day (8AM-2PM), Hallmark Saturday Morning (6AM-12PM),

Sunday Morning (8AM-12PM)Hallmark Movie Channel 2/8, 2/22, 3/8 Hallmark Movie Channel Daytime (8AM-12PM)HGTV 2/8, 2/22, 3/8 Morning (7AM-9PM), Daytime (9AM-3PM)Lifetime Movie Network 2/8, 2/22, 3/8 Lifetime Movies (6AM-4PM), Lifetime Movies Weekend (6AM-6PM)Oxygen 2/8, 2/22, 3/8 Daytime (8AM-12PM)Soapnet 2/8, 2/22, 3/8 Early Morning (6AM-9AM), Daytime (9AM-3PM)Style 2/8, 2/22, 3/8 Morning (6AM-12PM)TBS 2/8, 2/22, 3/8 Daytime (6AM-10AM)The Food Network 2/8, 2/22, 3/8 Daytime (9:30AM-3PM), including “Barefoot Contessa” and

Weekend (7AM-8PM), including “In the Kitchen 3”TNT 2/8, 2/22, 3/8 Primetime in the Daytime (6AM-4PM)USA 2/8, 2/22, 3/8 Early Morning (6AM-8AM), Daytime (8AM-4PM)Weather Channel 2/8, 2/22, 3/8 Early Morning, includes “First Outlook,” “Weekend View,” “Day

Planner,” and “Your Weather Today”First Quarter 2010 Media Schedule

AEB Advertising Update

February/March 2010 TV

February/March 2010 Online

Incredible People Integration 2.10.10: How do you get alittle boy excited about eating healthy at lunch? Turn lunch intosuperheroes! That’s the philosophy of Kai Wilkens, a 35-year-olddad who often spends an hour turning his 5-year-old son Laddie’slunch into edible works of art. Kai wanted to make sure thatLaddie looked forward to healthy, tasty lunches, and accepted awide range of food. Laddie is a great eater and is learning healthyeating habits at a young age because of his incredible dad. Pastcreations include Nemo from Finding Nemo; Mario from SuperMario Brothers, Mickey Mouse, and Curious George.

January February March28 4 11 18 25 1 8 15 22 1 8 15 22

In a feature article, Health magazine highlights six ways to “upgradethe egg” noting, “eggs always deliver” on flavor and health benefits.Eggs are praised as an excellent source of choline and as a potentialweight-loss tool when eaten for breakfast. The article includes severalcooking methods and recipe ideasincluding scrambled eggs withgoat cheese and baked eggs withham.

The February issue of Men’sHealth debunks the cholesterolmyth, noting the nutritionalbenefits of eggs are oftenmisunderstood. The article, whichfocuses on the importance ofshopping for fresh foods asopposed to processed foods,mentions everyone can eat twoeggs per day without any impacton cholesterol levels.

Parents magazine features ashort article highlighting importantnutrients for nursing mothers andmentions egg yolks as anexcellent source of high-qualityprotein and choline! The articlestates that choline is one of the Bvitamins “vital for brain, muscleand cell development.”

Calendar of EventsINDUSTRY

Enclosures

• Spring EGGSaminer

FEBRUARY15-18 PEPA CONVENTION

NAPA, CACONTACT: DEBBIE MURDOCK916.441.0801 dmurdock@cgfa.org

24-25 NEBRASKA POULTRY INDUSTRIESCONVENTIONCOLUMBUS, NECONTACT: SUSAN JOY402.472.2051sjoy@unlnotes.unl.edu

MARCH9-11 AEB BOARD MEETING

CHICAGO, ILCONTACT: PHYLLIS SUMMERS847.296.7043psummers@aeb.org

17-18 MIDWEST POULTRY FEDERATION(MPF) CONVENTIONST. PAUL, MNCONTACT: LARA DURBEN763.682.2171lara@midwestpoultry.com

APRIL11-13 INTERNATIONAL EGG COMMISSION

(IEC) MEETINGPARIS, FRANCECONTACT: PHILIPPA HILLIER+44.020.7490.3493philippa@internationalegg.com

25-27 URNER BARRY EXECUTIVECONFERENCELAS VEGAS, NV CONCACT: LYNN DEKOVITCH732.240.5330lynnd@urnerbarry.comSEND CALENDAR ITEMS TO:

ASHLEY RICHARDSON,INDUSTRY COMMUNICATIONS MANAGER

arichardson@aeb.org

February magazines tout nutrition

The Institute of Food Technologists(IFT) will host their Annual Meeting &Food Expo in Chicago, from July 17 to20, 2010. IFT is a non-profit scientificsociety with more than 20,000members committed to advancing the

science of food and staying abreast of the latest industry developments. AEB & ENC submitted an educational session proposal titled,

“Breakfast is More Than Timing: Research Shows the Importance ofHigh-Quality Protein in the Breakfast Meal” that was accepted as part ofthe meeting program.

This sponsored session will include three distinguished speakers:Douglas Paddon-Jones, PhD; Marie Spano, MS, RD/LD, FISSN, CSCS,and Craig “Skip” Julius, CRC, CCS, CEC.

2010 IFT sponsorship