Bird Bros is preparing to launch its first barn egg brand – Roost Eggs – with the first stock available to pre-order now and set to roll off the production lines later this year.The move is the first step towards the company’s multi-million-pound Vision 2028 strategy, which will see Bird Bros phase down colony cage egg production at its Sunny Farm headquarters in Bedfordshire over the next five years, ending it completely by the end of 2028.
Roost Eggs will initially be available in retail egg packs of six and 12, supported by five and 15 dozen catering packs for the foodservice industry. The range’s pricing will vary by pack size but will sit between a typical colony and free-range product.
Barn eggs are laid by hens that are housed in large, climate-controlled sheds. The hens can roam freely within the shed, socialising and perching. The model is common across Europe, especially in locations where outdoor conditions and temperatures may be detrimental to hen comfort and welfare.
Matthew Bird, commercial director at Bird Bros, said: “As we announced earlier this year in our Vision 2028 strategy, we’re committed to ending our colony cage production and focus on a higher welfare environment for our hens. We’re aware that many consumers are looking for a value egg that provides better hen welfare, and we believe that a barn egg is the ideal solution for the future.
“Barn egg hens are given the same amount of space free range hens enjoy, with the added benefit of having no threat from outdoor predators. For retailers and catering services, they can provide the ideal value egg while meeting customer expectations of higher welfare, and we anticipate a high demand for them.
“The chicks have been at our Sunny Farm site in Bedfordshire since mid- August and will be moving to their new laying home from December. We’re already in discussions with a number of partners about our Roost Egg products and we’re proud and excited to be launching a new proposition which delivers a competitive price point for consumers without compromising on animal welfare.”
