On May 20, “Good MorningAmerica” featured the incredibledonation by America’s egg farmers—a truckload of nearly270,000 eggs–to FeedingAmerica. AEB coordinated thedonation with Sauder’s Eggs,which donated on behalf ofAmerica’s egg farmers. Thetruck featured an “incredible!”logo, which was seen in the segment.

Over the last month, GMAand Feeding America havebeen promoting the “Millionpounds of food drive.”Recognizing the potential mediaexposure for eggs, AEB soughtout a donation partnership,helping GMA and FeedingAmerica hit the million poundmark! AEB donated 34,000 lbs. of eggs to a community food bank in Hillside,NJ, live on GMA. The donationpushed the drive’s previous foodtotal from 992,041 to a goal-reaching 1,026,041 lbs.

The initiative originated as aresponse to an unsettling statistic:due to the current economic

climate, there is a 30 percentincrease in need among America’sfood banks. GMA aired a smalleconomic-minded segment, in

which fourcelebrity chefs prepared at-home meals for under$15. This created a necessaryspark as donations from some ofthe food industry’s leadingcorporations began to pour intolocal food banks spanning across29 states and Washington D.C. Sofar the food drive has providedneedy Americans with 801,095meals.

In addition to the donation, thetelevision segment featured aFeeding America representativeexplaining how valued eggs are at

food banks for their fresh, high-quality protein. Protein-richfoods can often be expensive, andthey are difficult for food banks to

keep in stock due to thisincreased demand. Thedonation was a fantastic way toshowcase how egg producerswork hard to help feedAmericans.

The partnership with GMAwas superb–the generousdonation created a positiveassociation for The incredibleedible egg™ and showcasedAmerican’s egg farmers in a

deservingly positive lighton one of the mostpopular TV morningshows.

The segment can beviewed at:

June 2009 Editor: Ashley G. Richardson

Incredible donation on GMA

• Programs target culinary students

• AEB wants you–at our July Board Meeting

• Making noodles in Japan• Promoting eggs’ nutritional

benefits• Big day for AEB and Luke

Myers• Incredible

egg-speriments

http://abcnews.go.com/Video/playerIndex?id=7632908.

Programs target culinary studentsThis spring has been a busy time for reaching

culinary students with timely and informative egginformation and materials. Some ofthe relevant topics presented tothese professional chefs of thefuture include: egghandling/preparation, breakfasttrends/statistics, nutrition, productforms and egg industry overview.These topics supplement andhighlight egg specific informationthat may be limited in thecurriculum at many culinaryschools. So far in 2009, more than1,200 students at culinary schoolsacross the country have beenreached. Following is a summary ofprograms from the last couplemonths:

• March 25-26, Las Vegas, NV,Le Cordon Bleu and University ofNevada Las Vegas, 4 separateclasses with 140 students in total.

• April 1-2, Hyde Park, NY,Culinary Institute of America, 3 separate classes with60 students in total.

• April 29, Charlotte, NC, Johnson & WalesUniversity, 2 separate classes with 190 students in total.

• May 20, Louisville, KY, Sullivan University, 1 class with 75 students in total.

• May 26-27, Dallas, TX, Le Cordon Bleu, 8 classes with 200students in total.

• May 27-28, Austin, TX, Le Cordon Bleu, 2 classes with 200students in total.

A highlight this spring was theprogram given at Sullivan Universityon May 20, in Louisville. AEB’s foodsafety consultant Connie Cahillteamed with AEB’s Eggscellent ChefAmbassador J.J. Kingery for a well-received program presented to

more than 75 students. ChefKingery, a graduate of Sullivan,wowed the audience with ademonstration of two uniqueegg breakfast items that arebig sellers at the two Louisville-based Wild Eggs restaurantsthat he oversees, “SouthernStrata” and “Habenero PickleDeviled Egg Salad Sandwich.”Students participating in thesession overwhelmingly rated

this egg-focused program as “excellent” to “very good.”

The American Egg Board’s upcoming meeting on July 14-16,2009, will be held at the Embassy Suites O’Hare in Chicago. At thismeeting, the Board reviews and approves the budget for the nextyear. Recommendations from AEB’s Strategic Planning Meeting inJune will be incorporated into the overall 2010 program plan andbudget.

Starting on Wednesday morning at 8:00 a.m., a newly createdAgricultural Education Committee will meet until noon. AEB’sChairman Jacques Klempf has appointed members to thiscommittee chaired by Greg Herbruck. This new Committee, like allAEB Committees, is an open meeting to the egg industry.

There will be a luncheon at noon Wednesday followed by eachof the standing Committee meetings: Consumer Marketing,Nutrition, Industry Programs and Foodservice & Egg ProductMarketing. Each Committee will consider its respective 2010 program area and budget and make recommendations to theBoard on Thursday.

Please note that the Board Meeting will now adjourn at 1 p.m.instead of noon on Thursday; thus, your return flight should not bemade prior to 2:30 p.m. Please contact AEB’s Phyllis Summers formore information.

AEB wants you–at our July meeting

“It’s easy to

make a buck.

It’s a lot tougher to

make a difference.”

-Tom Brokaw

Eggspression

MO

NT

HLY

AEB Advertising Update

June 2009 TV Advertising Update

Network TV Program Date TimeCBS Early Show II 6/2 7AM-9AM

April May June

30 8 13 20 27 4 11 18 25 1 8 15 22

Second Quarter Media Schedule (Network, Syndication & Cable)

Rachael Ray “Incredible People” Integration dates:July 3–When Aaron lost his twin brother to cancer, hestruggled in school, and his emotional state began to suffer.With the help of a creative doctor, he started his own bakingcompany as an outlet. Aaron is now excelling in school andhelping his family to make healthier food choices.

June 2009 Print Advertising Update

Publication IssueScholastic Parent + Child June/July 2009Weight Watchers May/June 2009

June 2009 Online Advertising Update

Site Placement FlightScholastic.com Run-of-Parents Section 6/1-6/30WeightWatchers.com Brand Platform 6/1-6/30

Community Daypart 6/1-6/30Eating for Energy Advertorial 6/1-6/30Feature Showcase 6/1-6/30Fitness & Health 6/1-6/30Food & Recipes 6/1-6/30Recipe Sponsorship 6/1-6/30

Wild Tangent Games Co-Branded Media Units 6/1-6/30Custom Egg-Catching Game Standalone 6/1-6/30Custom Rube Goldberg Game Standalone 6/1-6/30Sponsored Sessions Units 6/1-6/30Targeted Media Units 6/1-6/30

Yahoo! Food Blogs 6/1-6/30Food & Recipe 6/1-6/30Food & Recipe Eating Well, Breakfast/Brunch 6/1-6/30Games W25-54 Shoppers(Life Stages/Parenting and Children) 6/1-6/30

USAPEEC’s Japaneseconsultant Izumi Amanorecently conducted a photoshoot in Osaka for top trademagazines featuring U.S. driedegg products for ramen noodleproduction. Long the numberone market for U.S. eggproducts with 30,000 noodleshops in Japan and 3,500 inTokyo alone, the Japanesemarket for U.S. egg productsfor noodle makers is huge.Chef Shoji, a ramen noodlemaker that produces about8,000 servings a day for hiscompanies, will be featured in magazines with his photos andcomments.

Distribution for the magazines is expected to span across Asiaand will be translated into Chinese and Korean, allowing othercountries to follow Japanese food trends. After working with thedried egg products in his noodle production, Shoji notes, “Thetexture and taste was much better than I thought. Whole egg ismore acceptable for ordinary ramen noodles, while dried egg yolkis unique in terms of texture and flavor. These products can begood for ramen noodle manufacturers, and I will consider usingthem if the demand for my noodles increases.”

Making noodlesin Japan

Updated Egg ProductBuyers’Guide

Every two years, AEB surveys eggproduct companies in order to update itsprinted and Web version of the EggProduct Buyers’ Guide. AEB’s 2009version is now available. Visualenhancements to the product sections

andcompanylistingsmake theguidemore user-friendly.Thisinformationwill also beupdatedon the eggproductsection ofAeb.org,which

receives views from food manufacturers,foodservice operators, exporters andothers looking for specific egg products.

AEB debuted the Buyers’ Guide atthis year’s IFT Expo in Anaheim, CA.

AEB’s dietary cholesterol science and education outreachprogram has fueled a significant pipeline of research this year to helpput the relationship between eggs, dietary cholesterol and health intoperspective. These articles are dispersed to leading nutritionresearchers and health professionals across the country.

A series of four articles were submitted and accepted forpublication in various peer-reviewed journals over the past year. Anarticle titled “Single Food Focus Dietary Guidance: Lessons Learnedfrom an Economic Analysis of Egg Consumption” was published inthe April 2009 issue of Cost Effectiveness and Resource Allocation.Another article, titled “Contribution of Specific Dietary Factors toCoronary Heart Disease in US Females,” was accepted forpublication in the Journal of Public Health Nutrition and is expectedto appear later this year. Conclusions drawn from the articles include:

• Eggs contribute insignificant risk for developing coronary heartdisease (CHD) when compared to risk factors, such as smoking,weight, diet, age and genetics.

• Consuming one egg a day was estimated to contribute less than 1 percent of the calculated CHD risk. Greater reductions in CHD riskmay be achieved with improving intakes of heart-healthy nutrients.

• Population-wide egg consumption limits as a way to reduce therisk of CHD could lead to unintended health consequences.

Additionally, AEB’s science andeducation efforts will be supported byan upcoming white paper on theimportant role of choline in the diet,which was accepted for publication inNutrition Reviews. The article“Choline: An Essential Nutrient forPublic Health” will also help supportthe upcoming Choline ScienceSummit, which is being heldSeptember 10, in Washington, D.C.

The Summit is sponsored by theCholine Coalition, of which the EggNutrition Center is a foundingmember. The Summit will help raiseawareness for the critical role ofcholine in optimal health, addresscurrent choline consumption gapsand promote the role of choline-richfoods, such as eggs.

Promoting eggs’ nutritional benefits

In May, ENC sponsoredtwo educational sessionsabout choline and exhibitedat the American College ofNurse-Midwives (ACNM)Annual Meeting in Seattle,WA. To kick off theconference, EggAmbassador and ACNMsession speaker ElizabethWard, MS, RD, participatedin a live interview on FoxSeattle’s “News thisMorning.” The four-minutesegment focused onnutrition for fertility and ahealthy pregnancy andhighlighted Ward’s new book“Expect the Best: YourGuide to Healthy EatingBefore, During and AfterPregnancy.” Ward deliveredincredible key messagesabout the importance ofcholine, high-quality proteinand the nutritious benefits ofthe egg yolk.

The ENC-sponsorededucational sessions weretitled, “Choline: TheUnknown EssentialNutrient.” Speakers Wardand Gary Shaw, PhD,presented the latestinformation about cholineresearch and healthy eatingduring pregnancy toapproximately 225 nurse-midwives. Both presentersreceived excellent questionsand positive feedback fromthe nurse-midwives whoindicated that they woulduse the choline and nutritioninformation in theirpractices.

Big day for AEB and Luke MyersOn May 18, sport stacker Luke Myers, one of the stars of AEB’s

“Incredible People” advertising campaign, appeared on “The MorningShow with Mike & Juliet,” a national morning talk show on the Foxnetwork. The segment, coordinated by AEB, featured Luke showing offhis sport stacking skills and discussing his involvement with the“Incredible People” campaign. The segment kicked off with Luke’s AEBcommercial, and audience members went home with a set of sportstacking cups in an AEB-branded reusable tote bag, helping make theconnection between Luke’s incredible skills and the physical-and-mentalenergy he gets from eating eggs.

Also on May 18, Oprah concluded her “Search for the World’s MostTalented Kids” contest and showed viewers some of the talented kidswho can be found on YouTube – including Luke Myers! A portion ofLuke’s AEB commercial was included in the segment.

Promoting

choline & eggs to

nurse-midwives

Eggs in the national spotlightThe May 9 issue

of Newsweekfeatured the article“Cheaper by thedozen” thathighlighted an egg-focused charitableprogram conceivedby New York Cityrestaurateur DannyMeyer, whoserestaurants includeGramercy Tavern,Union Square Café,Blue Smoke and TheModern. ThroughJune 20, every time apatron orders aspecialty egg dish atany of Meyer’s 10restaurants, $2 will bedonated to CityHarvest.

The June 8 issue of Woman’s World featured two egg-centricarticles highlighting how eggs can help you lose weight and stayenergized. Egg Ambassador Neva Cochran, MS, RD, LD, coordinated aweight-loss article that asked readers to “blast fat off with eggs” andincluded last year’s AEB-funded study comparing the weight-loss effectsof an egg breakfast and bagel breakfast. In addition, an article featuringrecipes by celebrity chef Bobby Flay highlighted egg salad as a go-tofor women on the run, noting that eggs ”scream stamina.”

The June 26 issue of All You magazine, sold exclusively at Wal-Martstores, featured a great tip in its health section: “Crack open the key tobreast health.” The tip discussed choline and let readers know that“eating eggs regularly could help ward off cancer.”

Incredible egg-sperimentsOn May 16, the nation’s most

incredible middle and high schoolscience-minds competed in the25th annual Science OlympiadNational Tournament at Georgia’sAugusta State University.Sponsored by the America EggBoard, the tournament was theculmination of what began with200,000 students across thenation competing in more than 55local tournaments throughout theyear. National tournamentcompetitors were narrowed downto a group of 2,500 students whocompeted for gold in a series ofscientific challenges, including theegg-centric “Scrambler” and “Egg-O-Naut” events that required aunique level of focus, precisionand skill.

For the first time at the national tournament, The incredible edibleegg™ celebrated the achievements of students by awarding $1,000

college scholarships to each member of thegold medal-winning teams in the “Scrambler”and “Egg-O-Naut” events.

AEB representatives attended thetournament to talk with students, coachesand parents and shared how an eggbreakfast can provide the physical-and-mental energy students need to compete attheir best. AEB-branded t-shirts and SillyPutty-filled eggs were in high demand byboth students and parents at the tournament.

In support of the sponsorship, AEB alsoconducted local media outreach and

developed EatIncredible.com where parentsand students can access egg recipes anddownload Science Olympiad experiments totry at home.

AEB wants to extend a “thank you” to all ofthe egg producers and state promotion teamswho donated eggs–and time–to national andstate-level Science Olympiad tournaments,including the Georgia Egg Commission, whodonated all of the eggs needed for theNational Tournament in Augusta.