A survey out recently reveals Kiwis habits with using, eating, enjoying and cooking with the good, old-fashioned egg!
Eggs have been taking a beating lately and, as it turns out, an unfair one.
Eggs are nutrient dense, providing vitamins B2 and A as well as iron, and have the highest quality protein of any food. Some experts now state that dietary cholesterol has little effect on blood cholesterol levels and that most people can safely eat up to two eggs per day.
And apparently, cooking eggs is a dying art among young people according to the results of a new survey released recently by leading New Zealand egg producer, Farmer Brown.
A recent online Colmar Brunton poll asked nearly 1000 people how confident they were boiling, scrambling, poaching eggs and making an omelette. The poll, commissioned by Farmer Brown, found while Kiwis enjoy having a crack at cooking eggs, many young people lack the confidence or had never tried simple egg cookery techniques.
Boiling an egg is considered the most basic method of cooking an egg. Yet, one in 12 people under the age of 30 reported they had never attempted or lacked the confidence to pop an egg into a pot of water and boil it to their liking.
Farmer Brown marketing manager Bernadette de Bono says this research comes as no surprise. “These latest results back up other surveys we have done that show people are unsure about basic egg cookery. Every New Zealander should know how to do something as basic as boil an egg. It’s a basic life skill that opens up access to quick, healthy and delicious meals.
“If we can build people’s confidence with basic egg cookery techniques, they’ll be more inclined to try more adventurous egg dishes,” she says. Armed with these latest results, Farmer Brown is on a mission to get NZ cooking with eggs. The company is launching a campaign called “Give It A Crack” and is including a clever eggtimer device in special promotional packs of its eggs.
Cooking perfectly boiled eggs to your liking has never been so easy with the addition of this quirky egg-shaped timer to the pot. It is clever enough to automatically sense the number of eggs and amount of water and changes colour to indicate when an egg is soft, medium or hard boiled. “We want to teach every New Zealander, no matter how old they are, how to boil an egg just the way they like it,” says de Bono. “The Farmer Brown Eggtimer is the perfect tool for parents to teach their children how to boil an egg.”
Boiling an egg wasn’t the only technique young Kiwis struggled with. The research also found at least one in 10 people aged under 30 had never tried to poach an egg or make an omelette. Conversely, the majority of those over 50 were confident at poaching eggs (90%) and making omelettes (78%).
Unsurprisingly, more advanced techniques like scrambling an egg was beyond young people, with 15% of those aged under 30 never trying or lacking the confidence to turn eggs into soft clouds of creamy scrambles. This was compared to 9% of people overall who reported never trying or lacking the confidence to make scrambled eggs.
Farmer Brown’s research also found consumers’ demand for wholesome, natural foods is on the rise. “We’ve found there has been a swing from heavily processed foods back to simple basic food that’s quick and easy to prepare,” de Bono says. “Eggs fall into this category as they are a highly nutritious food that can be turned into healthy, cost-effective meals relatively easily,” she says.
Despite the fact young New Zealanders are not cooking eggs, we are among some of the biggest consumers of eggs in the world. Latest figures from the Egg Producers Federation of New Zealand show per capita we consume 218 eggs. Other big egg eaters are Czech Republic, China, Denmark, France and Mexico.
About Farmer Brown:
Leading egg producer Farmer Brown has designed a brand new look for its egg cartons and launched a new website in a strategic effort to differentiate its position in the egg category.
Along with the new carton design and logo, is a new strapline, “Good Eggs Make Good Food,” which will feature on all Farmer Brown product lines.
In a move developed to inject more personality into the Farmer Brown brand, is the introduction of an illustrated on-pack character called Brownie.
Bernadette de Bono, Farmer Brown marketing manager, says Brownie is a contemporary figure that encapsulates the brand’s values developed to set it apart from other egg brands.
“Our consumer research showed that while Farmer Brown is a well-known egg brand, it’s not connecting with our target consumers in the way that we wanted. We saw this as the opportunity to devise a clear, long-term brand position that breaks away from the pack.
“This gave rise to Brownie who brings to life Farmer Brown’s brand values. Brownie is a down-to-earth, knowledgeable and approachable personality that will engage and connect with our target consumer,” says de Bono.
Research also found the Farmer Brown target consumer is using the internet more as a resource. “This trend told us that a website must become an integral part of our overall communications strategy,” says de Bono.
Brownie will feature on the website offering helpful tips and expertise along with general egg information and an interactive Kids’ Club section targeting 5 – 10 year olds.
“This provides the brand with an online presence and another effective medium to engage with our consumers at both an emotive and functional level. Our overall aim is to have people visit the website for everyday eggs expertise.”
De Bono says new innovative products and promotional activity for 2010 will also increase consumer interest and involvement with the brand.