AEB launched the IncredibleFridge, an interactive application,on the Incredible Edible EggFacebook page. Much like thefocal point of the family kitchen,the Incredible Fridge is a placewhere users can honor their familyand friends’ accomplishments byposting them to the fridge door.Users are able tocustomize their postwith their own photosand change the lookand feel of everyachievement withdifferent papers andmagnets.Scattered around

the Fridge are bonusfeatures of eggrecipes, fun facts andword poetry magnets. Theegg recipes and factssupport AEB’s overallmessaging—lowercholesterol, protein andother nutritional benefits. The wordpoetry magnets serve as an extrapoint of interactivity, with wordssuch as “breakfast” and“incredible” that users can movearound to form fun phrases andsentences. Additionally, AEB will be hosting

an 8-week sweepstakes inconjunction with the application.When users share an achievementpost on the fridge wall, they mayvoluntarily enter a sweepstakes byproviding their email addresses.

AEB will be randomly selectingseven winners throughout thesweepstakes period to win prizes

such as an iPad, microwave,digital camera or set of pots andpans. All winners will also receivea gift card for a year’s supply ofeggs. During the week leading upto World Egg Day, which falls onFriday, October 14, AEB will offera coupon for all Incredible EdibleEgg Facebook fans.The Incredible Fridge launched

on Tuesday, September 6 and sawmore than 350 posts in the firstday. In many of the posts, userswrote about serving their families

eggs for breakfast to help themsucceed. For example, one userposted, “My daughter works two

jobs. She is such ahard worker. She eatseggs for breakfastfrequently.” Anotheruser wrote, “Made 100on first-ever spellingtest and first-ever oralreading test!! Neededreal brain food fromeggs to make ithappen.” It seems even the

user-generatedcontent of theIncredible Fridge appis supporting AEB’sbrand messaginggoals!

September 2011 Editor: Ashley G. Richardson

Incredible Fridge launches

• Successful Webinar highlights protein• Research award presented• New industry tool• IDEA World of Fitness Conference• Breakfast Beat reaches QSRs• National Day of Service• Community Breakfast in Joplin

Media outlets across thecountry continue to encouragereaders to feed their familiesnutritious, high-quality proteinbreakfasts during the back-to-school season. In aSeptember 6 article, writerCatherine Thompsonrecommends hard-boiled eggsor tuna and egg saladsandwiches for a protein-packed school lunch.

Other egg-filled articlesfeature headlines like “HealthyLunchbox Meals,” “FullTummies, Calm Kids,” “Askthe Expert: No Need to SkipBreakfast” and more. AEB’s magazine ads also

appear this month in titlesincluding American Profile,Better Homes and Gardens,Country Living, Every Daywith Rachael Ray, HealthyCooking, Parenting, Redbook,Relish, Scholastic Parent &Child, Taste of Home,Woman’s Day, Women’sHealth and Working Mother. If you do not currently

receive AEB’s weekly e-MediaUpdate, please contact AshleyRichardson atarichardson@aeb.org.

Research award presentedThe 2011 AEB Research Award was recently presented at the Poultry

Science Association Awards Banquet in St. Louis. This award is given toincrease interest in research relating to egg science technology or

marketing that has a bearing on egg or spenthen utilization. The award honors an authorfor a manuscript published during thepreceding year. A. Brooke Caudill is thisyear’s honoree.She graduated from North Carolina State

University with a BS in poultry science withminor in microbiology. She studied for herMS in poultry science at Auburn Universityunder the direction of Dr. Pat Curtis, whopresented this award on behalf of AEB. Herthesis research focused on egg quality andsafety, specifically the effects of commercial

cool-water washing of shell eggs on functional and microbiologicalquality. While completing her degree, she was employed by Tyson FoodsInc. as a quality assurance superintendent. She graduated with her MSin 2007 and is currently working as a researcher for Marel PoultryProcessing in GA.

On August 31, ENChosted a Webinar withmore than 360 healthprofessionals. ENCResearch Director DonLayman, Ph.D., andRegistered DietitianAdvisor Eileen Behan,R.D., L.D., presented thepopular topic. Theyfocused on equal distribution of protein throughout the day, especially atbreakfast and how this affects metabolism, satiety and weightmanagement. Dr. Layman discussed the research behind therecommendations, and Eileen discussed meal options and the differentkinds of protein. The evaluations of the 1.5 hour Webinar were positive,and participants received continuing education credits.Below are some of the key comments from the participants• “The science was excellent, but the practical application with real

food examples was the best part. It is possible with real food without lotsof supplements to get 30 grams protein at a time.”• “Dr. Layman's presentation was very eye-opening. As a dietitian, we

are often told that Americans do a very good job of getting in the proteinand grains that they need but lack fruits, vegetables and dairy. But hispresentation gave a bit of a twist on this statement. And I enjoyedlistening to various ideas of breakfast protein ideas from Eileen.” • “This was a great presentation. I learned a lot and will use the

information to help improve my clinical practice.”• “One of the best Webinars I have attended in a long time.

Interesting, informative and useful. Thank you.”View the Webinar at EggNutritionCenter.org/page.cfm?page=videos.

Successful Webinar highlights proteinBack-to-school

coverage & eggs

ENC attended the IDEAWorld of Fitness Conference inLos Angeles in August. It wasENC’s first conference with thefitness and personal trainerprofession. This audiencealready has an increasedawareness of the importance ofexercise for improved health, weight control and strength in aging. Earlier this year via a focus group, ENC learned that the personal

trainers’ scope of practice does not include nutrition counseling; however,since this profession is seen by many as a role model of healthy living,ENC wanted to reach this group with accurate information about eggsand overall nutrition. More than 170 participants signed up for ENC’snewsletter.ENC discussed the role of the whole egg, as many trainers eat

multiple egg whites daily; the additional benefits of satiety; and the role ofamino acid leucine. Many attendees were curious about the benefits ofadditional nutrients in specialty eggs. They appeared to have a basicknowledge about the eye health benefits of lutein, the infant braindevelopment benefits of choline as well as the cardiovascular benefits ofomega-3 fatty acids, but they wanted more information about eggs andnutrition. In fact, this group of exercise enthusiasts serves as a wonderfulexample of how eating eggs, while maintaining a healthy body weight andexercising regularly, can reduce the risk of most chronic diseases. ENCsubmitted a proposal to be on the program for IDEA World of Fitness2012 to spread eggs’ incredible nutritional story.

IDEA World ofFitness Conference

New industry toolGoing beyond USDA’s Per

Capita Consumption, the newAEB Demand Dashboard wasintroduced to the industry atAEB’s JulyBoardMeeting.Its purposeis toprovidemoremeaningful metrics to measuredemand trends in themarketplace.Agreements are in process to

include ingredient figures for foodmanufacturing, which are theonly demand figures currently notavailable; this data will be addedshortly. The Dashboard alsoincluded consumer measures ofegg and industry health and isavailable to the egg industry.AEB aims to update and trackeach set of data going forward.While no data is perfect, theDemand Dashboard shouldprove useful. For a copy, contactJoanne Ivy at jivy@aeb.org.

The Excellence in Innovation (EII) Awards were begun byPrepared Foods, one of the premier publications for foodformulators, nine years ago and is a unique opportunity toacknowledge outstanding product development teams and theinnovation used to design and launch successful new products,while providing new products and companies with pricelessworldwide exposure.Co-sponsored by Prepared Foods and AEB, the 2011 EII

Awards recognized innovative new commercial productsintroduced nationally during 2010-2011 and the inspirationalteamwork and creativity that made these new productspossible. During the September 12 award ceremony in Naples, FL, AEB

president and CEO Joanne Ivy presented the awards for ExcellenceIn Innovation in two categories: Retail and Foodservice, to thefollowing companies: Retail: First: Ticklebelly–brownie/blondie popsSecond: Schwans Freschetta Simply Inspired–frozen pizzaThird: CSM–Sensibly Indulgent Cupcakes Foodservice: First: TCBY–Super Fro-Yo Frozen YogurtSecond: King & Prince Seafood–flavor-infused fish

Third: Awrey Bakeries, LLC–minidessertsIn addition to award recognition

to the first place winners in eachcategory, AEB provided a $2,500honorarium to Johnson & WalesUniversity, Denver, CO, on behalf ofTicklebelly and to Culinary Instituteof American, Hyde Park, New York,on behalf of TCBY.

Sponsoring excellence

Site Week ofMSN 9/5/11 – 10/23/11Weight Watchers 9/5/11 – 10/23/11Meredith 9/5/11 – 10/23/11Wild Tangent 9/5/11 – 10/23/11HULU 9/5/11 – 10/23/11

Network TV NBC Today Show

Today Show Saturday Today Show Sunday

ABC America this MorningGood Morning America The View

CBS The Early Show I The Early Show II Saturday Early Show

Metro Various Morning Syndication TV Dr. Oz Rachael Ray The Doctors INT Custom DaypartCable TVAnimal PlanetCooking ChannelEntertainmentHallmark ChannelHGTV Lifetime Movie NetworkNick @ niteSoap NetworkTBS The Food NetworkTNTTVLandUSAWeather Channel

AEB Advertising Update

September - October TV Publication On SaleAmerican Profile 9/18Better Homes and Gardens 9/20Country Living 9/13Every Day with Rachael Ray 9/20Healthy Cooking 9/27- BonusParenting 9/13Redbook 9/13Relish 9/4Scholastic Parent & Child 9/19Taste of Home 9/27Woman’s Day 9/20Women’s Health 9/13Working Mother 9/20

September - October Online

September MagazineDatesWeek of 9/12, 10/109/10, 9/17,10/109/11, 9/18, 10/10Week of 9/12, 10/10Week of 9/12, 10/10Week of 9/12Week of 9/12, 10/10Week of 9/12, 10/109/10, 9/17, 10/10Week of 9/12, 10/10Weeks of9/129/12, 10/109/12, 10/10VariousWeeks of 9/10, 9/12–varyingEarly Morning, Daytime including “Animal Zone” and “On the Wild Side”Early Morning, Daytime including “Everyday Italian,” “Emeril's Fresh Food Fast”Early MorningMartha Stewart, Original Lifestyle Block, Overnight Morning, Daytime, Prime Access, Primetime Lifetime Movies, Lifetime Movies Weekend Early Morning, Primetime Early Morning, Daytime Daytime Daytime including “Barefoot Contessa” and “30 Minute Meals,” Weekend Primetime in the DaytimeEarly Morning, Prime Access, Prime, Weekend Early Morning, Daytime including “Burn Notice,” Primetime includes “Law and Order SVU”Early Morning including “First Outlook,” “Weekend View,” “Wake Up with Al,” and “YourWeather Today”

Issue three for2011 of the BreakfastBeat newsletter isenclosed. This QuickService Restaurant-focused (QSR)quarterly publicationcontains data andinsights concerningthe growth andopportunities thatexist for eggs and thebreakfast daypart.This informationassists QSRoperators in starting

or expanding a breakfast program. Some of the topics of interest in this issue

include: the trend toward all-day breakfast; healthymenus and restaurant nutrition labeling; newbreakfast menu introductions at several majorchains; and egg white sandwiches on the QSRmenu. A “Did You Know?” sidebar contains the latest

information on egg nutrition. One additional issue isplanned for 2011. In the upcoming year, BreakfastBeat will continue to focus on the eggspandingopportunities for eggs in the growing QSR breakfastmarket. For more information on this newsletter or ifyou have foodservice operators you want to haveadded to the distribution list, contact Alice Heinze atAEB.

New research to startENC is happy to announce the 2011 Grant and

Fellowship Recipients. Contracts are in progress, andresearch should begin shortly.Dissertation Fellowship

• Gina Wee, Penn State University, “Diet and healthattributes of egg consumption”Research Grants

• Ellen M. Evans, Ph.D., University of Georgia, “The E-PHIT Study: Eggs, protein and high-intensity training: Adiabetes prevention program for postmenopausalwomen”• Maria Luz Fernandez, Ph.D., University ofConnecticut, “Egg effects on postprandial glucose,insulin and lipoprotein metabolism in diabetic subjects”• Barbara A. Gower, Ph.D., University of Alabama atBirmingham, “An egg-based breakfast maintainsmetabolic flexibility in older adults”• Elizabeth J. Johnson, Ph.D., Tufts University, “Theeffect of consumption of 2 eggs per day for 6 monthson cognitive function in older adults”• Jill Kanaley, Ph.D., University of Missouri, “Effect of ahigh protein breakfast on glycemic control, insulinsensitivity, and cell function in individuals with type 2diabetes (T2D)”• Tanja V.E. Kral, Ph.D. University of Pennsylvania,“Comparison of the satiating properties of egg- versuscereal grain-based breakfasts for appetite and energyintake control in 8- to 10-year-old children”• Jeff Volek, Ph.D., R.D., University of Connecticut,“Effect of incremental increases in dietary carbohydrateon saturated fat levels and blood borne risk markers forcardiovascular disease.”

The September 11th National Day of Service and Remembrancewas established into law by the Edward M. Kennedy ServeAmerica Act in 2009 and is consistent with President Obama’soverall call to service, United We Serve. This year, more than 1 million Americans were expected to

serve in their communities in honor of 9/11. AEB and ENC’s staffshared personal efforts to do so. One baked cakes, frosted withcool whip and decorated as an American flag, and then deliveredthem to five area fire stations. A few made a point to give blood;one donation can help save the lives of up to three people makingthis gift an ideal way to honor the memory of the injured and fallenincluding first-responders, survivors and others.Some at AEB opted to do for traditional American past times like

watching baseballs games, spending time outside and participatingin children’s games like a spoon and egg run, water toss andscavenger hunt. Area memorial services also served as a specialway to spend the day. More than anything, the staff at AEB enjoyed spending the day

with loved ones and remembering all those who have sacrificed forthe freedoms Americans enjoy every day.

National Day of Service

“The mostimportant thingsare the hardest

things to say. They arethe things you getashamed of becausewords diminish yourfeelings–words shrink

things that seem timeless when they are in yourhead to no more than living size when they are brought out.”

-Stephen King

Eggspression

MONTHLY

Breakfast Beat reaches QSRs

Community Breakfast in JoplinAEB hosted another Good Egg Project breakfast in Joplin, MO, in

appreciation of the community that was devastated by the May tornado.On a recent Saturday morning, AEB fed a diverse group of Joplinvolunteers, firefighters, tornado victims, college students and more. Each

person had their ownincredible story to tell andmentioned how much thebreakfast and donationmeant to them, their friendsand families. Chef JeffreySaad and egg farmers CraigWillardson and Jerry Welchspent time visiting with eachattendee and listening totheir stories.

Along with the breakfast, MoarkLLC donated 54,000 eggs to theOzarks Food Harvest, a local foodbank that has been integral to therelief effort in Joplin. Folksexpressed sincere gratitude tohave the support of their local eggfarmers in the fight against hunger,especially in light of the recenttornado, as many have not hadeggs in several months.The generous donation and

breakfast were well-covered by thelocal media. In the days leading upto the event, several online andbroadcast outlets promoted thebreakfast and donation. Additionally, several CBS/FOX and ABC/NBCnews programs attended the event on Saturday and interviewed JerryWelch of Moark, Chef Jeffrey Saad and Candice Haines of CCF Brands,and the Joplin Globe ran a follow-up article in its Wednesday foodsection, featuring a profile of Chef Jeffrey, his favorite egg recipes andbriefly mentioning the breakfast. SEKInfo.com and Joplin.comencouraged folks to come to the event. The local ABC affiliate conducteda live interview with Ozarks Food Bank representative Denise Gibson.Jo Manhart of the Missouri Egg Council did a great job of promoting theevent on Joplin’s “Carol Parker Show.” KOAM (CBS/FOX) and KODE(ABC/NBC) ran stories on at 6 p.m. and 10 p.m., respectively.