The AOP is the first to be developed under our new Strategic Plan and is an important first step in the new strategic direction of Australian Eggs. It has been structured to be accessible to egg farmers, with the lynch pin being 29 programs that have clear outcomes and reflect both the Key Focus Areas in the Strategic Plan and the priorities identified by stakeholders.
In short, these programs seek to:
The AOP includes a new Evaluation Framework that will provide for greater transparency over our activities and, through ongoing monitoring and annual evaluation reporting, greater accountability of Australian Eggs.
Australian Eggs has consulted with the Marketing Industry Consultative Committee to develop a major marketing campaign to support and drive consumption. The campaign will run from late August through to mid-October 2017 using the tested consumption focused ‘Unbeatable for Breakfast’ commercial on television, consumer online and social media platforms.
A summary of the campaign is available here.