“You can see clearly now” in Supermarkets

In more than 80 countries clear egg packs can be seen in supermarkets. They realized that to show eggs instead of a wall of paper actually sells eggs. Not only egg producer brands but increasingly supermarket private labels (especially in USA) use the opportunity to promote eggs by presenting them in an upgraded manner. Egg sizes are differentiated by different colours of the labels, for customers to easily find their preferred product without spending too much of their precious time at the egg display. Examples from the USA, Mexico, Trinidad, Turkey, Dubai, Slovakia, Czech Republik, Poland and many more countries show how modern supermarkets present their eggs.

Ovotherm succeeds in Thailand
Most people know Thailand as a great place for vacation with wonderful beaches and lots of culture like it’s breathtaking temples and palaces.
The capital city Bangkok has grown to be home to a quarter of Thailands 65 Mio. people. Also grown have the retailers with huge Hyper Markets. Tesco/ Lotus is the marketleader, followed by Carrefour, Big “C”, Tops, Auchan and many more.
The number one egg marketing company is S.W.Foodtech based in Bangkok. It’s founder and president Mr. Surapol Kaophuthai had the vision already over 10 years ago to display his “Golden Lay” eggs only the clear and honest way by exclusively using Ovotherm concepts. Despite some other companies trying to copy his ideas he succeeded in being the main egg supplier to all of the big national retailers, also by offering the unique “Egg Stand”. Ovotherm is proud to have such a professional partner in Thailand who makes full use of the potential of “Clearly the Best”.

News from Austria
Since the end of may, consumers can find a „new egg“ in the egg displays of Austria’s major supermarkets: Bio-Brunettes. These eggs have the colour of chocolate and the taste is extremely good. The difference is because of the chicken: Bio-Brunettes are a traditional race which was rediscovered by a company with the name “Die Eiermacher” (The Eggmakers). These organic freerange eggs are packed in a very special way. And on the broad sleeve, which is colourfully printed, consumers find a lot of information about the hens and the eggs, but also that this glassclear pack is made 100% from recycled PET bottles. An additional advantage of the sleeve is that it makes Ovotherm’s Supersell for 6 eggs tamperproof.

News from Switzerland
Since October 2005 Swiss consumers are able to see (and buy) a completely new count for eggs. The Swiss supermarket chain Denner decided on a family pack for 18 imported eggs – and has a lot of success with this concept! Ovotherm’s attractive glassclear Showcase 1x18 does not have to be opened by consumers at the display and therefore reduces the amount of broken eggs – with increased sales at the same time.

News about Discount Retailers
Worldwide an extension of discount retailers can be seen. Improving consumer acceptance and an increase in flexibility of their product range have helped the leading discounters to gain food market share.
Globally biggest and fastest growing companies in that market segment are: Aldi, Lidl, Dia, Penny and Plus.
Because wastage/ breakage of eggs has been dramatically reduced by the fact that consumers do not have to open egg packs at the point of sale, major discount formats have decided for “The Clear Alternative” already some years ago. More followed in Austria, Belgium, France, Spain, UK, USA and other countries. Again it seems that the clean, appetising and hygienic presentation of eggs helps to stimulate “Impulse Purchase” also in discount formats.

News from Cyprus
The island of Cyprus is relatively small and for the 700.000 inhabitants there are quite a lot of supermarkets and shopping centers, for example Orphanides with 10 supermarkets and 2 shopping centers. Another one is Chris Cash & Carry with 5 outlets on the island, now belonging to Carrefour in addition to 1 Hypermarket. The egg display shows in all of the major supermarkets eggs in glassclear Ovotherm egg packaging. Mintikkis, one of the Cypriot egg producers and a distributor to Chris Cash and Carry, is going to pack all his eggs in Ovotherm PET packs for 6 and 12 eggs.
The Lingis company uses Ovotherm egg cartons not only for their Omega 3 eggs in M, L and XL but changed their complete packaging from paper to glassclear.
Askas, another egg producer and distributor to Alpha Mega (2 Supermarkets in Nicosia), who specializes in Barn Eggs, shows his high quality eggs in Supersell 2x6 and 1x12.

News from Thailand
S.W. Foodtech, one of Thailand’s most creative egg marketing companies, has recently been awarded the prestigious contract of the big supermarket chain “Tesco Lotus”.
The innovative display methods of S.W. Foodtech’s owner Mr. Surapol Kaophuthai are geared to showing the consumers the excellent egg quality in a honest presentation. Attracting consumer attention for a commodity like eggs is the real art in merchandising. Ovotherm is proud to have been chosen as the major supplier of glasclear egg packaging to S.W. Foodtech.

News from Dubai
You can see clearly now! In all the major supermarkets in Dubai eggs are presented in Ovotherm’s clear egg packs. One of them is Spinneys, an English supermarketchain with 8 outlets in the UAE. In a very big “clear” display they show eggs from various local egg producers – Al Jazira, Arabian Farms, Al Jabel Farms, Al Ain Poultry.Also egg producers from Oman – Barka and Dana Eggs – appreciate the clear packaging where their precious eggs can be seen by customers without opening the pack. The most popular packs are Supersell 2x6, Jumbo 2x6, Showcase 1x15 and also Maxipac 4x6 and 2x12.

News from Turkey
Abalioglu, one of the most important egg producers in Turkey, changed the packaging of his precious eggs from pulp to glass clear. His brandname “Lezita” is famous for quality and Abalioglu’s products are sold in supermarkets all over the country. The supermarket chain Özdilek (4 Shopping Centres and 3 Hypermarkets all over Turkey) as well as Carrefour are his customers and sell eggs (also the specialties like Omega 3 and Natural Eggs) in glass clear egg cartons. Ovotherms Supersell 2x6 and 1x12, Showcase 1x15 and Jumbotherm 1x10 are the most popular.

News from Mexico
Since the beginning of this year you can find Ovotherm clear egg cartons in Sams Club, Mexico. Sams Club (Membership shopping) belongs to the Walmart Group and has about 30 stores all over the country. They promote Specialty eggs called “Rich and Low” (Cereal and Omega 3 produced by Mama Gallina)) in clear packaging, combining two Supersell 1x12 by a sleeve to sell as a 24 pack.
San Juan, egg producer and market leader in Mexico, delivers his eggs in glass clear packaging to the major supermarket chains in the country. The Walmart Group (about 120 POS all over Mexico), Bodega Aurera, Superrama and Carrefour show eggs in clear packs: Supersell 1x12, Showcase 18 and Jumbo 1x10. Carrefour (about 30 supermarkets now) is also costumer of Mama Gallina, selling Omega 3 and Cereal eggs in clear packs for 12 and 18 eggs.

News from Slovakia
Biogal, an innovative egg producer in Slovakia, is one of Ovotherm’s new costumers. Using the clear egg cartons for 6, 10 and 15 eggs he makes it clear that eggs which you can see are eggs sold. Biogal delivers its products not only to Tesco super markets but also to Super Rema, still a smaller supermarket chain for food only with 8 markets.

News from Czech Republik
Zlata Vejce is a group of 5 farms and the second biggest egg producer in the Czech Republik. Their new concept to sell eggs includes a clear egg pack with a colourful sleeve where a lot of important information can be found. Being very successful in the Czech Republik the biggest supermarket chains like Hypernova and Kaufland belong to their clients. But also Delvita, a chain with about 40 shops and a very high standard of quality and presentation.
Europotraviny is exclusive supplier to Tesco in the Czech Republik. He is using Ovotherms glass clear egg cartons for 6 and 12 eggs in different sizes.

HI-LO / in Trinidad
HI-LO Food Stores is the name of the largest supermarket chain in Trinidad and spread all over the country. Talking about eggs and egg displays one could say: “HI” stands for high quality and “LO” for low breakage. The excellent cooperation with the number one egg producer El Chico who supplies HI-LO exclusively has enabled both parties to grow together successfully. The impressive Egg Display – all in glassclear Ovotherm Egg Cartons - looks always very neat and appetizing, even in peak times like the x-mas season!

HEB / USA
Since May 2002 Ovotherm has been delivering clear egg cartons to HEB (www.heb.com), with about 300 stores the biggest supermarket chain in Texas/USA. The reason why they changed to clear egg packaging was a new private label concept: Freshness you can see! The freshness is stamped on every egg with the brandname, the “date of lay” and the “use-by date” on every egg and there is no need to open the carton to see it all. The different egg sizes are easily recognized by the different colors of the labels on the Supersell 1x12 egg cartons: Medium eggs=orange, large=green and extra large=blue. There is also a Supersell 2x6 for large eggs with a green label available. All the eggs for HEB’s private label are provided by Cal-Maine, TX.

Farm Fresh / USA
(www.farmfreshmarkets.com) owns about 37 supermarkets in Virginia /USA. Last year they decided on a new concept for their private label eggs (delivered by Glennwood Foods VA) : Dated eggs in a clear carton with the guarantee of freshness, where the consumer can see all eggs because of the see through labels. There is no need for the cashier to open the packs in front of the consumer which saves time and cost. In September 2003 the first Ovotherm egg packs where placed in the displays: Supersell 1x12 made of R-PET for medium, large, extra large and jumbo eggs and Showcase 1x18 for medium and large eggs. Each egg size has a different colored label. The immediate success justified the decision for the clear egg carton: There is a better performance at the POS and less breakage.

HyVee / USA
The supermarket chain HyVee/ Iowa/ USA uses clear egg cartons for a very special private label concept: Multiple labels show different appetising egg dishes, with the recipes on the backside. The idea is that the recipes cross merchandise with other private label products which are needed to prepare the meals. On purpose the label is small to show more of the attractive brown eggs.

Gristedes / USA
Now also Gristedes (www.gristedes.com)made the decision to pack the complete range of their private label eggs in Ovotherm’s clear egg carton. The upscale supermarkets of Gristedes are found in New York/Manhattan and tend to an upmarket clientele. The idea was to change the appearance of the egg display by using a honest and hygienic presentation. The eggs from Ise Farms NJ are packed in R-PET Supersell 1x12 and Showcase 1x18. Different colored labels indicate the 4 different egg sizes.

Auchan, Poland
Auchan, the French supermarket chain, owns 18 Hypermarkets in Poland. One of their main egg suppliers, beside Mizgier and Bios, is the egg producer Matines. The egg display is dominated by clear egg packs from Ovotherm – so one can really see the eggs. A completely new promotional concept is starting the 14th March: All customers who have one of the 12 codes (they are printed on the reverse side of the label) and visit www.matines.pl have the possibility to play a computer game: Catch the egg! There is not only a lot of fun included but also the chance to win one of 115 super prizes! Matines uses clear Supersell 1x10 with different coloured labels for 10 large or medium eggs to promote their eggs and the game for about 4 weeks.

Tesco, Poland
Tesco, the British supermarket chain, owns 36 super and hypermarkets all over Poland. They have established their private label, showing eggs and not paper in clear Ovotherm egg cartons. Using Supersell 1x10 different coloured labels stand for different egg sizes: red=m, yellow=l and green=xl. The eggs are supplied by 3 different producers: Matines, Ferm Prom and Ekoferma.