• Incredible! advertising tracking results

• Egg promotion in Hong Kong

• February and March media schedule

• Egg coverage from Howard

• Choline resources promoted

The American Egg Board isexcited to announce its 2009 partnership with ScienceOlympiad, the premier K-12national science competition in theUnited States. ScienceOlympiad’s mission is toimprove the quality of science education,which aligns wellwith AEB’s goalsto educate peopleabout the benefits of eating a healthy breakfast,including eggs, for sustainingmind and body energy.

As a national sponsor, AEB will have apresence at both thestate and national tournaments,via “incredible!” signage and t-shirts, as well as with nutrition information and recipes to

increase awareness of the positivehealth benefits and the ease ofcooking with eggs among parentsand students. AEB will awardscholarship prizes to the teams

that win the national competition’segg-related experiments“Scrambler” and “Egg-O-Naut.”

In addition, AEB will have anonline presence on the ScienceOlympiad website to direct visitors

to a new AEB site thatwill feature eggrecipes, nutrition information and science experiment instructions for momsand kids to try athome. AEB will alsoconduct nationalmedia and blogger outreach surroundingthe national competition.

This partnership is one example of AEB’s national effortsbeing carried out at the state level.

Science Olympiad celebratesthe 25th anniversary of the

Science Olympiad NationalTournament at Augusta StateUniversity in Augusta, GA, on May15-16, 2009. One hundred andtwenty of the nation's most competitive Science Olympiad

15-member teams willcompete in 46 events

spanning thesciences, from chemistry, biology

and physics to engineering, roboticsand astronomy.

Events in Februarytook place in AR, NM,SC and FL. In March,Science Olympiad willoccur in AL, AR, DL,GA, HA, IN, MN and 18

other states. For more informationor to become involved at the statelevel, contact AEB.

February 2009 Editor: Ashley G. Richardson

Science Olympiad Partnership

The American EggBoard’s Food TechnologyAdvisory Council met for astrategic roundtable discussionFebruary 24-26, in Las Vegas,NV.

The discussion focused ontopics such as marketassessment, trends,promotion, advertising,education, research, tacticalplanning and current food

processing issues, as relatedto egg products.

Based on therecommendations of theAdvisory Council, AEBdevelops its marketingprogram to increase the usageof egg products in the foodprocessing industry. The 2009marketing plan will bepresented at AEB’s BoardMeeting in March.

The Food TechnologyAdvisory Council members arefrom various segments of theegg product industry,university professors, eggproduct suppliers, trade pressand major food manufacturingcompanies.

Egg promotion in Hong KongAEB was a sponsor of the Hong

Kong Bakery & ConfectioneryAssociation's Chinese New Year Dinnerto be held on February 21. Theassociation has been established for 21years and includes 4,000+ members,including many bakery chefs.

AEB has worked with theassociation on several occasions,including two egg product seminars forthe bakery industry and culinarystudents in Hong Kong in 2007 and also advertised in the association'smagazine Today's Baking. This eventwill be featured in the March 2009 issueof Today's Baking and all sponsors willbe acknowledged.

Food Technology

meeting held

Incredible! advertising tracking resultsResearch results show that AEB’s advertising efforts are making an

impact in the marketplace. Conducted in early November 2008, thispost-wave tracking study measures the impact of AEB’s marketingcommunications efforts overthe previous year. TheNovember 2008 results werecompared to the benchmarktracking study from August2007. Both studies wereconducted online with anationally representativesample of 1,000 adults.

Key results from the post-wave research include:

• Awareness of advertisingfor eggs in general increasedfrom 34 percent to 46 percentamong adults 18-64.

• Awareness of AEB’s TVPee Wee and Triathlon adsincreased dramatically acrosskey ad diagnostics, such asrelevancy, memorability,likability and better than other food ads.

• Perceptions of eggs and people’s motivation to consume eggsbased on egg facts also improved. Eggs are perceived as a goodsource of high-quality protein, a nutritious choice for breakfast and good for you. Compared to 2007, eggs are significantly more likely to beperceived as a good source of energy for playing sports.

• To top it all off, AEB moved the mark with our broader femaletarget (18-64) who are significantly more motivated to consume moreeggs based on nutritional egg facts.

AEB plans to conduct this tracking research annually.

February/March 2009 Advertising Update

Syndication Rachel Ray 1/30, week of 2/2, 2/16, 3/2, 3/16 See Local ListingsThe Doctors week of 2/9, 2/16, 3/2,3/16,3/23Chris Matthews week of 2/2, 2/9, 3/23Disney Movies week of 2/2, 2/9, 3/2Live with Regis & Kelly week of 2/9Martha week of 2/2, 2/9, 2/16, 3/2,3/16,3/23Morning Show week of 2/2, 2/9, 2/16, 3/2,3/16,3/23Tyra Banks week of 2/2, 3/2,3/16,3/23

Cable Program Dates Time Discovery Health week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Early Morning, DaytimeEntertainment week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Early Morning (7A-12N)Food Network week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Daytime (9:30A-3P), including “In the

Kitchen” and “Sara’s Secrets”FOX News week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Fox n’ Friends (6A-9A)Great American Country week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Early Morning (6A-8A), Daytime (8A-

4P), Weekend (8A-3P)Hallmark Channel week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Daytime (8A-3P), Saturday Morning

(6A-12N), Sunday Morning (8A-12N)Hallmark Movie week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Daytime (8A-3P)HGTV week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Early Morning (7A-9A), Daytime (9A-3P)Lifetime Movie Network week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Daytime Movies (6A-4P)Oxygen week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Daytime (8A-12N), Fringe (12N-6P),

Weekend Daytime (8A-2P)Soapnet week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Early Morning (6A-9A), Daytime (9A-3P)Style week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Early Morning (6A-12N)TBS week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Daytime (6A-3P)TNT week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Primetime in the Daytime (6A-10A)USA week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Early Morning (6-8A), Daytime (8A-3P)Weather Channel week of 2/2, 2/9, 2/16, 3/2,3/16,3/23 Early Morning

January February March

29 5 12 19 26 2 15 23 2 9 16 23

First Quarter 2008 Media Schedule (Network, Syndication & Cable)

* Rachael Ray “Incredible People” Integrationdates: February 13 – 9 year old Winter Vinecki,

the youngest competitor at the Athletes for ACure Triathlon

Network Program Dates Time NBC Today Show 2/2, 2/4, 2/5, 2/6, 2/9, 2/17, 2/18, 2/19 7AM-9AM

3/2,3/3,3/16,3/17,3/23,3/24ABC Good Morning America (GMA) 2/2, 2/5, 2/9, 2/12, 2/16, 2/19, 2/20 7AM-8:30AM

3/2,3/17,3/20,3/25GMA (Weekend) 2/22 8AM-9AM America This Morning 2/2, 2/4, 2/6, 2/22, 3/4 6-6:30AMThe View 2/4, 2/5, 2/18, 2/19, 3/16,3/23 11A-12PM

CBS Early Show I 2/2, 2/3, 2/4, 2/20 7-7:30AMEarly Show II 2/2, 2/3, 2/4, 2/5, 2/6, 2/16, 2/17 7:30-8:30AMSaturday Early Show 2/7, 2/14, 2/21, 3/7 6:30-7AM

February/March 2009 TV Advertising Update

February/March 2009

Advertising Update (continued)February/March 2009 Print Advertising Update

February/March 2009 Online Advertising Update

Publication IssuePeople February 6, 2009Working Mother February/March 2009Parenting March 2009Family Fun March 2009Parents March 2009Woman’s Day March 2009Reader’s Digest March 2009Weight Watchers March/April 2009

Site Placement FlightFoodNetwork.com Healthy Eating 2/2-2/28

Quick & Easy 2/2-2/28"Quick Meals" Search Results 2/2-2/28Recipe Search 2/2-2/28Recipe Search Results Targeting 2/2-2/28ROS (Run-of-Site) 2/2-2/28Healthy Eating 3/1-3/31Quick & Easy 3/1-3/31"Quick Meals" Search Results 3/1-3/31Recipe Search Integration 3/1-3/31Recipe Search Results Targeting 3/1-3/31ROS (Run-of-Site) 3/1-3/31

FlightVibrant Media Run of Network focusing on Food & Drink and Family & Parenting website 2/9-2/28

Run of Network focusing on Food & Drink and Family & Parenting website 3/1-3/31WeightWatchers.com Brand Platform TBD

Community Daypart 2/2-2/28Eating for Energy Advertorial 2/2-2/28Feature Showcase 2/2-2/28Fitness & Health 2/2-2/28Food & Recipes 2/2-2/28Brand Platform 3/1-3/31Community Daypart 3/1-3/31Eating for Energy Advertorial 3/1-3/31Feature Showcase 3/1-3/31Fitness & Health 3/1-3/31Food & Recipes 3/1-3/31Recipe Sponsorship 3/1-3/31Rise and Shine Challenge Sponsorship 3/1-3/31

Wild Tangent Games Co-Branded Media Units 2/16-2/28Custom Egg-Catching Game Standalone TBDSponsored Sessions Units 2/16-2/28Targeted Media Units 2/2-2/28Co-Branded Media Units 3/1-3/31Custom Egg-Catching Game Standalone 3/1-3/31Sponsored Sessions Units 3/1-3/31Targeted Media Units 3/1-3/31

Yahoo! Food Blogs 2/2-2/28Food & Recipe 2/2-2/28Food & Recipe Eating Well, Breakfast/Brunch 2/2-2/28Games W25-54 Shoppers(Life Stages/Parenting and Children) 2/2-2/28Yahoo! Shine Parenting, Healthy Living, Food 2/2-2/28 Food Blogs 3/1-3/31Food & Recipe 3/1-3/31Food & Recipe Eating Well, Breakfast/Brunch 3/1-3/31Games W25-54 Shoppers(Life Stages/Parenting and Children) 3/1-3/31Yahoo! Shine Parenting, Healthy Living, Food 3/1-3/31

This year, Howard Helmer’s jam-packed schedule has alreadytranslated to an array of excellent egg-related coverage. Herecently finished a feature photo shoot for the May issue ofEveryday with Rachael Ray. In his February 18 blog entry, Howardanswers the question “How many eggs does it take to shoot a

picture?” Here’s a briefexcerpt:

“It took 120 [eggs]! Irecently visited themagazine to do a photo shoot for an articlethat the magazine isrunning about me and mylove for eggs. For theshoot, the test kitchen setaside 10 dozen eggs (120eggs) to capture a total ofthree photos. … Before Iarrived, the fooddepartment at themagazine asked me for my

favorite ‘go-to’ recipe. Rather than a formal recipe, they werelooking for more of a ‘concoction’ of ingredients that you have on-hand at the moment you need to feed people,” writes Howard.To read more of his entries, visit www.IncredibleEggman.com.

He’s also scheduled to appear in the April issue of MidwestLiving magazine’s “Chefs On Call” page. The authors of PopularMechanics’ hardcover book “100 Skills Every Man Should Know”also interviewed Howard on the skills to make a perfect omelet; thisbook is scheduled for release this summer.

Egg coverage from Howard Helmer Egg AmbassadorsOn January 26, AEB and ENC

kicked off the 2009 Egg Ambassadorprogram, via conference call. Duringthe call, the Ambassadors providedan overview of their current projectsand participated in a brainstorm thatfocused on identifying and leveragingnutrition trends, “new” tools/resourcesused by healthcare professionals andsocial media engagementopportunities.

Incredible media placements fromAmbassadors have already occurredthis year, including egg mentions inUSA Today and Woman’s World! OnFebruary 12, an article titled “How toeat cheap: What foods to buy andwhere to buy them” in the NY DailyNews featured an interview with EggAmbassador Keith Ayoob. He notesthat you can feed a family for four forabout $1.25 with eggs.

Throughout 2009, theAmbassadors will receive monthly e-newsletters to highlight theiraccomplishments, provide researchupdates and keep the Ambassadorsinformed about AEB’s media andmarketing outreach initiatives.

AEB and ENC continue to reach new healthcare professionalaudiences with choline resources, including CholineInfo.org and TheCholine Connection tool kit. To educate nurse-midwives about the

importance of cholinefor fetal development,AEB and ENCdeveloped a bannerad for the AmericanCollege of Nurse-Midwives (ACNM)February QuickeNews, a monthlyelectronic newsletterdistributed to ACNM’s6,000 members. The

choline banner ad will direct members to CholineInfo.org to learn moreabout choline, download the choline tool kit and read the latest research.

Choline resources promoted

"Confidence is

contagious and so is

lack of confidence and

a customer will

recognize both."

-Vince Lombardi

Eggspression

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Egg media highlightsThe February issue of American

Baby highlights the benefits of eggyolks, particularly choline as anessential nutrient for a baby’s brain andmemory development. The article is theresult of AEB’s visit to magazine officesin November, as part of an AEB New York media tour.

The February issue of Parentingfeatures an article, “Eat to lose weight”that encourages readers to “reconsidertheir a.m. meal.” The article calls outeggs as a great breakfast choice, citinglast year’s popular eggs-versus-bagelweight loss study.

The benefits of the high-qualityprotein and choline found in eggs were

praised in February’s FamilyCircle magazine in an articletitled “Good Eggs.” The articleexplains that eggs “provide theperfect balance of taste andnutrition” and include protein that“we all need for energy andstrong muscles.”

Eggs were also featured ontwo popular food reality showson Wednesday, February 11.“Top Chef” and “Man vs. Food”showcased how much funcooking with and eating eggscan be.

Reader's Digest online alsohighlights Dr. Dhurandhar’s egg- versus-bagel study, callingeggs an “excellent andinexpensive source of proteinand the most nutritionallycomplete of all protein sources.”

The March issue of Prevention magazine features eggs in an aisle-by-aisle shopping guide article titled, “Go power shopping.”

Enclosures

• Winter Nutrition Close-up • Winter EGGsaminer