News

03 Aug 2018

Supermarket setting the trend for PYO eggs

Morrisons has launched a trial that could revolutionise the way eggs are sold in the country\'s fourth biggest supermarket chain, a model others could learn from.

The retailer says it is introducing pick-your-own egg stands in some of its stores - a return, it says, to the ‘farm shop style’ of selling eggs. It could well be seen as a return to the retailer\'s roots, as Morrisons started out on a market in Yorkshire in 1899, when founder William Morrison sold eggs and butter from a stall.

The new trial will allow customers to select their own free-range hens eggs - based on their size, colour and shape. They will also be able to buy anything from one single egg in a recycled box to thirty eggs in a tray. 

The pick-your-own free-range eggs will range in size from 63g to 73g and will be priced at 22p each, £1 for six, or £5 for 30.

“Some customers told us they wanted to select their own eggs to ensure none were cracked and to buy the exact amount they needed," said Robert Hofman, egg buyer at Morrisons. 

"We thought re-introducing a traditional pick-your-own local eggs stand would help to do this. In trials customers have told us that they love selecting their own eggs, have found it has cut down on waste in their homes and love buying produce from their local area.”

For those already selling eggs from the farm gate or looking to enter into the layer market, this could be an alternative sales route to consider.

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