Inside the Incredible Egg: Dietary Guidelines for Americans 2020-2025

Episode 2: Dietary Guidelines for Americans 2020-2025

Inside the Incredible Egg is a podcast produced by the American Egg Board with the purpose of keeping our producers up to date with what’s happening at the American Egg Board and in the egg industry.

In this episode, Dr. Mickey Rubin, the executive director of the Egg Nutrition Center at the American Egg Board, breaks down the role of eggs in the U.S. Dietary Guidelines.  

Click below to listen to the podcast, and scroll down to read the transcription of the episode.

Inside the Incredible Egg
Inside the Incredible Egg
Episode 2: Dietary Guidelines for Americans 2020-2025
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SAMANTHA BOAS: Welcome to Inside the Incredible Egg. Inside the Incredible Egg is a podcast produced by the American Egg Board with the purpose of keeping our producers up to date with what’s happening at the board and in the egg industry. I’m Samantha, this summer’s industry affairs and engagement intern. Today’s episode will cover the role of eggs in the Dietary Guidelines for Americans for 2020-2025. To talk about the Guidelines, I have with me Dr. Mickey Rubin, the executive director of the Egg Nutrition Center at the American Egg Board.

BOAS: What should our audience know about our efforts related to producing the Dietary Guidelines?

MICKEY RUBIN: The Dietary Guidelines are the federal nutrition policy for the U.S., and they are published by the government. It’s a team effort by the US Department of Agriculture and Departments of Health and Human Services. The process is very science based. The USDA or the HHS appoints a committee of scientific experts, mostly nutrition researchers and researchers in other health areas, who review all of the relevant science over the course of a couple of years or so. It’s a very in-depth process. And they come up with recommendations to the government on what they think should be in the guidelines. And then the government publishes the Dietary Guidelines policy shortly thereafter.

The guidelines are important because it basically sets a standard for any food and nutrition program that is overseen by the government. So, we’re talking school nutrition programs, we’re talking programs for seniors, we’re talking any program that involves nutrition at all follows the guidelines. The best examples are school nutrition, WIC and SNAP programs, and things like that all follow the Dietary Guidelines’ recommendations.

The American Egg Board Egg Nutrition Center participate in the process like any other citizen in the United States can participate in the process. It’s a public process, which means that there are opportunities throughout the two or three years that the guidelines are in development. There are opportunities to participate, either in the form of written comments submitted to the committee and to the agencies in charge of the process. Also, there are times when there’s opportunity for oral comments, so traveling to the organization and appearing in front of the committee and providing commentary that way.

We also monitor the discussions that are going on. It’s a public process, all the meetings of the Advisory Committee are public, and you can listen live online or in person. From that, we determine what science are they looking at, what science is relevant to eggs, and make sure that whatever science relevant to eggs in the areas they’re talking about is submitted to them and they are made aware of it. So, we are really tasked with monitoring discussion, understanding the high priority areas of the committee and making sure that all the relevant science related to eggs gets reviewed as part of that process.

BOAS: Given that background of how the Dietary Guidelines work, and how AEB got involved with them, what specific insights do the guidelines give regarding egg consumption?

RUBIN: I think they’ve certainly evolved over the years. So, you know, we have every five years there’s a new guideline that comes out, every five years there’s a new Advisory Committee report that comes out. And they’re really two separate documents and kind of serve two different purposes. And each time there’s different insights that we can glean from them. One of the things that I really focus on, when that Advisory Committee report comes out, they usually detail several areas that are in need of future research, that are research gaps. And so we take a look at that very closely because if those topics at all are related to eggs, then that could feed right into the Egg Nutrition Center nutrition research program. So that’s really important.

We look at how eggs are recommended for various age groups. This year, one of the nutrients that was pointed out by the Dietary Guidelines’ Advisory Committee was choline, and they basically said that nobody is getting enough choline. Nobody’s meeting recommendations. They identify choline as a nutrient that poses special challenges because hardly any age group is meeting those recommendations. But, they pointed out specifically the importance of choline during pregnancy because of the importance of choline in brain development for infants and toddlers. So, we look pretty closely at things like that. And we look to see they established the fact that choline is important during that life stage. And then we also look to see what other research is needed on that topic that might actually help us understand that area better. And that might refine the recommendations in the future on those topics.

BOAS: Were there any other topics or insights from the guidelines that specifically relate to eggs?

RUBIN: The recommendations for children from birth to two years of age, they’d never had this before. And so we were really curious about what those were going to look like. Because it’s a different area, we’re obviously talking about infants and toddlers, most of whom, up until the age of six months or so, their only diet consists of breastfeeding and formula feeding. So, what are the recommendations going to look like for when these kiddos start having real solid foods? The really fascinating insight that we learned there is that there are really fundamental first foods for this age group, and for a couple of reasons.

One was eggs, the other was seafood, and the other were nuts. And so the reason why those three were called out, one in particular that apply to all three and you might recognize, all three as potential allergens. What the research on food allergy has shown just in the last five to 10 years is that we don’t want to restrict potential allergens from children anymore, we want to introduce those allergens early. Because when we introduce those allergens early, that actually reduces the risk of developing an allergy to those foods later on. So that was pointed out as being important.

And then, in addition to that, those three foods also, they’re recognizable as also pretty healthy foods. They’re very nutrient dense, eggs are nutrient dense. So those three foods, not only important for early introduction for reducing allergy risk, but also for their nutrient density, and for the nutrients that they contain that are quite critical for brain development, as well. So, I think that to me, is probably the biggest learning from the guidelines that is related to eggs.

BOAS: Are there any new learnings that apply beyond the birth to age two age group?

RUBIN: Well, I mentioned already about choline across the lifespan. We saw some other interesting things come from the Advisory Committee. There’s not enough choline being consumed in adolescence as well. Protein is another one that I thought was really interesting. You hear a lot about protein and oh, Americans, we eat too much protein anyway, we don’t need any more protein, but it really is age specific. Adolescent girls, teenage girls are actually not meeting the recommendation. Boys are at it or above it, but we really need to look at protein from an age group-specific lens and making sure that the recommendations are catered specific to those who need them.

One other thing that I think is important to note, and this goes back to the previous guidelines in 2015. The 2015 Dietary Guidelines removed dietary cholesterol from their list of nutrients of concern. I think what’s important here in the newest guidelines, the 2020 guidelines, is that this guideline carries forward that same recommendation that dietary cholesterol is not a nutrient of public health concern, there is no limit to dietary cholesterol intake in the guidelines, similar to what was recommended in 2015.

BOAS: So based on the guidelines and what they say about eggs, how are you and the rest of the American Egg Board going to utilize that information moving forward?

RUBIN: The guidelines are sort of fundamental to almost everything we do from a health and nutrition perspective. The guidelines really serve as a great foundation for all of our messaging around nutrition and eggs in the context of healthy dietary patterns. So since eggs exist in all three healthy dietary patterns, as defined by the Dietary Guidelines, that allows us to scribe that in our messaging to health professionals who are interested in understanding the role of eggs in a healthy diet. So, it really serves as a basis for almost everything we do in our nutrition communications work.

BOAS: Based on everything we’ve talked about, is there anything else you would like to add?

RUBIN: I would just want to reinforce that the Dietary Guidelines are a critically important component of the nutrition landscape here in the U.S. As I said, they serve as the basis for all nutrition policy, and that gets translated into recommendations by health professionals. But they also serve as the basis for our work, our nutrition communications, our messaging to health professionals around the role of eggs in healthy dietary patterns. But also, I think everybody should have confidence in them that they are science-based, that the science is evaluated critically by experts who make these recommendations to the agencies that produce the guidelines. And it represents the best nutrition science that we have. And they continue to evolve as we learn more from nutrition science. The guidelines will evolve with the science.

BOAS: I’d like to give a special thanks to Dr. Rubin for taking the time to chat with me about the Dietary Guidelines. And thanks for listening to Inside the Incredible Egg.

Inside the Incredible Egg: Podcast Introduction and Summer Marketing Campaign

Inside the Incredible Egg is a podcast produced by the American Egg Board with the purpose of keeping our producers up to date with what’s happening at the American Egg Board and in the egg industry.

Episode 4: Highlights of the Recent Path-to-Purchase Study on Retail Egg Purchases

AEB’s Director of Consumer Insights Mike Hostetler shares insights on both in-store and online egg purchases from today’s retail shoppers.

Inside the Incredible Egg
Inside the Incredible Egg
Episode 4: Highlights of the Recent Path-to-Purchase Study on Retail Egg Purchases
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ASHLEY RICHARDSON Welcome back to Inside the Incredible Egg. Inside the Incredible Egg is a podcast produced by the American Egg Board, designed to keep America’s egg farmers informed with what’s happening at the board and in the egg industry.

I’m Ashley Richardson AEB’s Director of Industry Affairs and Engagement. I’m here today with AEB’s Mike Hostetler, Director of Consumer Insights, and we’re going to talk about the recent path to purchase study that AEB fielded.

Mike, tell us about the purpose of this study.

MIKE HOSTETLER We wanted to understand how consumers are shopping for eggs, what’s the thought process that they go through, both before they shop, what triggers them to shop for eggs and then how do they make decisions once they’re in the store.

RICHARDSON Perfect. And overall, what was the biggest takeaway for you from the research?

HOSTETLER We saw that eggs are certainly a planned purchase, and I wasn’t really surprised at that, but I was surprised to learn that 90% of egg purchases are planned purchases. Ninety percent of the time consumers knew they were going to buy eggs before they started their shopping or before they went into the store. The fact that it was as high as 90% was probably the biggest surprise and the biggest takeaway for me.

RICHARDSON What else should we know about in-store egg purchases?

HOSTETLER It’s a planned purchase and there’s a process that consumers kind of go through or, or the majority of consumers go through. You know, they start at home, they take an inventory, whether it’s looking through their refrigerator or just mentally what they think they need, or maybe they keep a running list of things they need to pick up at home, but they go through that process of doing an inventory to identify the things that they need.

For us and the egg industry, it’s hugely important to make sure that we’re getting eggs on that list. And, the way for us to do that is to continually give them ways to be using eggs, consuming eggs on a daily basis so that when they do that inventory and they look in the fridge, they see that they only have two or three eggs left from the last time that they purchased. Not that they have eight or nine eggs left, and they don’t need to restock on eggs because they have enough to get them through the next week.

RICHARDSON And I would imagine there’s some different insights for online shopping. Tell us a little bit about how that’s different.

HOSTETLER Online shopping is certainly driven by convenience. Consumers value the ability to shop from the comfort of their own home. They like being able to do some shopping in the evening and know that the next morning, it’ll be delivered, or they can run to the store and pick it up. They like having kind of that flexibility, but it’s not all positive. There are some issues, some frictions with online shopping.

They recognize that it may cost them more to shop online, whether it’s some markups from a third party that’s helping do the shopping for them, or there’s delivery fees or, or tips for deliveries. They certainly recognize that convenience comes at a cost and that will dissuade some consumers from looking to online shopping.

But another thing that we heard was that consumers also are concerned about the quality of the eggs. If someone else does the shopping for them or is someone else going to take as good care of them? Are they going to open up the package of eggs and make sure that there aren’t any cracked or damaged eggs?

The biggest frustration for them is they, they pay for eggs and then when they get home somebody was careless; somebody didn’t pay attention, and a handful of the eggs that they purchased are damaged and unusable.

RICHARDSON When in store, what factors are affecting purchase?

HOSTETLER Price is a big thing. They’ll often just look to see where the best value is for them. But they’re also looking at very specific needs that they have for the type of egg that they’re purchasing. Do they need a jumbo or large egg? Do they need a 12 count or 18 count? Are they the kind of consumer that purchases conventional eggs versus specialty eggs?

It’s kind of a combination of getting the best price for what their specific needs are, be it type of egg or egg count or things like that. They can be impacted through other types of activities in store, which could lead to incremental purchases. It’s not to say that every single egg purchase is planned.

There are incremental purchases, and those can be driven by in-store displays or signage or a special promotion or a specific package that kind of catches their eye. Some of those things do impact purchase, but specifically when they’re at the shelf, you know, they’re looking for the best value they can get for the type of egg or the count of egg that they’re looking for.

RICHARDSON How would you describe, if it’s even possible to describe, the standard egg shopper?

HOSTETLER It is a little difficult because pretty much everybody purchases eggs. The household penetration for eggs is north of 90%.

RICHARDSON Tell me a little bit about some of the conclusions for in-store shopping.

HOSTETLER We need to make sure we get the sale. The sale actually happens before they even leave the house. They know when they’re leaving house whether or not they’re going to buy eggs. And so it’s critical for us to make sure that eggs are on that list before they even start the shopping trip.

If there’s something that we can do and work with retailers to kind of continue to prompt and suggest egg purchase, I think that would be huge as well.

RICHARDSON Tell me a little bit about how you see producers using this information.

HOSTETLER There’s nothing proprietary or secret about it, so if this information is helpful to share with retailers, I’d love to see producers passing on this knowledge, so retailers can be more informed and maybe the retailers can partner with producers to drive retail demand.

RICHARDSON Anything else to add that we didn’t cover this morning?

HOSTETLER Don’t hesitate to reach out to us on the, on the insights team. We’re here to help. If there’s something in this study that sparks a thought or piques your interest and you want to dig deeper, let us know.

If you want to share some of this information with retailers and need help kind putting that together, reach out. We’re happy to help prepare you for any of those conversations. This study will be loaded into the Insights Library in the Newsroom. If you haven’t accessed that yet, it’s a great resource where we put a lot of our proprietary custom studies that we do, but we’re also loading out a lot of syndicated studies, trends and such that might be relevant.

RICHARDSON Awesome. Thank you so much for your time, Mike. I appreciate it.

HOSTETLER Sure, thank you.

Episode 3: The Inaugural AEB and UEP Joint Annual Executive Conference

AEB President & CEO Emily Metz shares insights on this upcoming industry event, which already has record-breaking attendance.

Inside the Incredible Egg
Inside the Incredible Egg
Episode 3: The Inaugural AEB and UEP Joint Annual Executive Conference
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ASHLEY RICHARDSON: Welcome to Inside the Incredible Egg. Inside the Incredible Egg is a podcast produced by the American Egg Board and designed to keep America’s egg farmers informed with what’s happening at the board and in the egg industry.
I’m Ashley Richardson, AEB’s Director of Industry Affairs and Engagement. Today’s episode covers a discussion with AEB President & CEO Emily Metz about the upcoming inaugural AEB.

RICHARDSON: Firstly, since this is the inaugural AEB UEP Annual Meeting, I would love for you to share why it’s important that this is taking place with both egg industry organizations together.

EMILY METZ: Number 1, we’re so excited to have everyone together. We understand what a 24-7, 365-job running an egg farm is. So first and foremost, when Chad and I first started talking about this our primary goal was efficiency and respecting our producers and the industry’s time and getting them together for one jam-packed, exciting, fun, thought-provoking week.

Number 2, I think, there is a lot that we can benefit from by having everyone together at one time. It allows us to network, catch up with colleagues, share information and really learn from each other and learn from the speakers that we’re bringing in.
Number 3, we’ve been in various states of virtual, hybrid, etc meetings for the last several years because of the pandemic. Bringing everyone back together in a big way is going to be absolutely phenomenal and a way to welcome us back into the world, post COVID.

RICHARDSON: Emily, can you Share an overview of the week’s programming for this year’s inaugural meeting.

METZ: We’ve got a lot of exciting things happening. The first couple of days are going to be AEB and last couple of days will be UEP programming. AEB will do all its normal things. We’ll have a Committee Meeting for each Committee. We’ll have our Board Meeting. We’ll have a few Taskforce Meetings.
I’m really excited that folks will have the opportunity to be media trained; so if you haven’t been media trained. If you weren’t trained at our March meeting, we hope that you’ll consider signing up for media training this fall.

Then, we’ll move into a joint day, which is what I’m most excited about. This is a day that AEB and UEP have worked really hard on, and it’s something that we’ve put together over the quite a few months of trying to bring in the best and brightest speakers.

RICHARDSON: Oooh … this sounds incredible. Tell us more.

METZ: We’ve got a panel on innovation that’s going to feature customers that we’re actively working with. We’re going to have a live consumer insights panel—literally a focus group on stage of consumers talking about their perceptions and their impressions about eggs. We’re going to have Joy Bauer of the TODAY Show talking about health and nutrition, cholesterol and eggs. We’re going to have Muggsy Bogues who is the former NBA star who is going to be our lunch speaker and talk about overcoming adversity and overcoming challenges. We’re, of course, going to talk about relevant topics.

RICHARDSON: How do you feel knowing that this meeting already earned record-breaking attendance?

METZ: I can’t feel anything but really proud to be honest. I’m really excited that people are coming together and seeing the value in coming together. I’m really proud to showcase the partnership that we have with UEP. Our relationship has never been stronger, and to be able to have this meeting collaboratively and really present this joint day of programming and then each get our business needs met, I think it is really exciting.

RICHARDSON: Anything to flag about AEB’s meetings the first part of the week?

METZ: There’s a lovely mix of business and social, right. So we’ve got a jam-packed day on Monday of all the AEB committee meetings. If you want you can attend each committee meeting because they’ll be held back-to-back, as opposed to overlapping.

We’ll have our reception Monday night to welcome everyone to Charleston. Tuesday, we’ll have our board meeting in the morning and some task forces and some other meetings in the afternoon. And, then we’ll have our first joint event with UEP Tuesday evening with another receptions. Wednesday night will be a great big banquet. We’ve got some great entertainment lined up, and I just want everyone to have the opportunity to let their hair down a little bit and enjoy each other’s company. And then Thursday moves into UEP-centered events.

RICHARDSON: We’ve covered a lot, Emily. Is there anything else that you would like to add?

METZ: All I would say is that I look forward to seeing you in Charleston.

RICHARDSON: Thank you for listening to Inside the Incredible Egg. In our next episode, we are talking to Mike Hostetler about AEB’s recent Path-to-Purchase data insights.

Episode 2: Dietary Guidelines for Americans 2020-2025

Dr. Mickey Rubin, the executive director of the Egg Nutrition Center at the American Egg Board, breaks down the role of eggs in the U.S. Dietary Guidelines.

Inside the Incredible Egg
Inside the Incredible Egg
Episode 2: Dietary Guidelines for Americans 2020-2025
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SAMANTHA BOAS: Welcome to Inside the Incredible Egg. Inside the Incredible Egg is a podcast produced by the American Egg Board with the purpose of keeping our producers up to date with what’s happening at the board and in the egg industry. I’m Samantha, this summer’s industry affairs and engagement intern. Today’s episode will cover the role of eggs in the Dietary Guidelines for Americans for 2020-2025. To talk about the Guidelines, I have with me Dr. Mickey Rubin, the executive director of the Egg Nutrition Center at the American Egg Board.

BOAS: What should our audience know about our efforts related to producing the Dietary Guidelines?

MICKEY RUBIN: The Dietary Guidelines are the federal nutrition policy for the U.S., and they are published by the government. It’s a team effort by the US Department of Agriculture and Departments of Health and Human Services. The process is very science based. The USDA or the HHS appoints a committee of scientific experts, mostly nutrition researchers and researchers in other health areas, who review all of the relevant science over the course of a couple of years or so. It’s a very in-depth process. And they come up with recommendations to the government on what they think should be in the guidelines. And then the government publishes the Dietary Guidelines policy shortly thereafter.

The guidelines are important because it basically sets a standard for any food and nutrition program that is overseen by the government. So, we’re talking school nutrition programs, we’re talking programs for seniors, we’re talking any program that involves nutrition at all follows the guidelines. The best examples are school nutrition, WIC and SNAP programs, and things like that all follow the Dietary Guidelines’ recommendations.

The American Egg Board Egg Nutrition Center participate in the process like any other citizen in the United States can participate in the process. It’s a public process, which means that there are opportunities throughout the two or three years that the guidelines are in development. There are opportunities to participate, either in the form of written comments submitted to the committee and to the agencies in charge of the process. Also, there are times when there’s opportunity for oral comments, so traveling to the organization and appearing in front of the committee and providing commentary that way.

We also monitor the discussions that are going on. It’s a public process, all the meetings of the Advisory Committee are public, and you can listen live online or in person. From that, we determine what science are they looking at, what science is relevant to eggs, and make sure that whatever science relevant to eggs in the areas they’re talking about is submitted to them and they are made aware of it. So, we are really tasked with monitoring discussion, understanding the high priority areas of the committee and making sure that all the relevant science related to eggs gets reviewed as part of that process.

BOAS: Given that background of how the Dietary Guidelines work, and how AEB got involved with them, what specific insights do the guidelines give regarding egg consumption?

RUBIN: I think they’ve certainly evolved over the years. So, you know, we have every five years there’s a new guideline that comes out, every five years there’s a new Advisory Committee report that comes out. And they’re really two separate documents and kind of serve two different purposes. And each time there’s different insights that we can glean from them. One of the things that I really focus on, when that Advisory Committee report comes out, they usually detail several areas that are in need of future research, that are research gaps. And so we take a look at that very closely because if those topics at all are related to eggs, then that could feed right into the Egg Nutrition Center nutrition research program. So that’s really important.

We look at how eggs are recommended for various age groups. This year, one of the nutrients that was pointed out by the Dietary Guidelines’ Advisory Committee was choline, and they basically said that nobody is getting enough choline. Nobody’s meeting recommendations. They identify choline as a nutrient that poses special challenges because hardly any age group is meeting those recommendations. But, they pointed out specifically the importance of choline during pregnancy because of the importance of choline in brain development for infants and toddlers. So, we look pretty closely at things like that. And we look to see they established the fact that choline is important during that life stage. And then we also look to see what other research is needed on that topic that might actually help us understand that area better. And that might refine the recommendations in the future on those topics.

BOAS: Were there any other topics or insights from the guidelines that specifically relate to eggs?

RUBIN: The recommendations for children from birth to two years of age, they’d never had this before. And so we were really curious about what those were going to look like. Because it’s a different area, we’re obviously talking about infants and toddlers, most of whom, up until the age of six months or so, their only diet consists of breastfeeding and formula feeding. So, what are the recommendations going to look like for when these kiddos start having real solid foods? The really fascinating insight that we learned there is that there are really fundamental first foods for this age group, and for a couple of reasons.

One was eggs, the other was seafood, and the other were nuts. And so the reason why those three were called out, one in particular that apply to all three and you might recognize, all three as potential allergens. What the research on food allergy has shown just in the last five to 10 years is that we don’t want to restrict potential allergens from children anymore, we want to introduce those allergens early.

Because when we introduce those allergens early, that actually reduces the risk of developing an allergy to those foods later on. So that was pointed out as being important.
And then, in addition to that, those three foods also, they’re recognizable as also pretty healthy foods. They’re very nutrient dense, eggs are nutrient dense. So those three foods, not only important for early introduction for reducing allergy risk, but also for their nutrient density, and for the nutrients that they contain that are quite critical for brain development, as well. So, I think that to me, is probably the biggest learning from the guidelines that is related to eggs.

BOAS: Are there any new learnings that apply beyond the birth to age two age group?

RUBIN: Well, I mentioned already about choline across the lifespan. We saw some other interesting things come from the Advisory Committee. There’s not enough choline being consumed in adolescence as well. Protein is another one that I thought was really interesting. You hear a lot about protein and oh, Americans, we eat too much protein anyway, we don’t need any more protein, but it really is age specific. Adolescent girls, teenage girls are actually not meeting the recommendation. Boys are at it or above it, but we really need to look at protein from an age group-specific lens and making sure that the recommendations are catered specific to those who need them.

One other thing that I think is important to note, and this goes back to the previous guidelines in 2015. The 2015 Dietary Guidelines removed dietary cholesterol from their list of nutrients of concern. I think what’s important here in the newest guidelines, the 2020 guidelines, is that this guideline carries forward that same recommendation that dietary cholesterol is not a nutrient of public health concern, there is no limit to dietary cholesterol intake in the guidelines, similar to what was recommended in 2015.

BOAS: So based on the guidelines and what they say about eggs, how are you and the rest of the American Egg Board going to utilize that information moving forward?

RUBIN: The guidelines are sort of fundamental to almost everything we do from a health and nutrition perspective. The guidelines really serve as a great foundation for all of our messaging around nutrition and eggs in the context of healthy dietary patterns. So since eggs exist in all three healthy dietary patterns, as defined by the Dietary Guidelines, that allows us to scribe that in our messaging to health professionals who are interested in understanding the role of eggs in a healthy diet. So, it really serves as a basis for almost everything we do in our nutrition communications work.

BOAS: Based on everything we’ve talked about, is there anything else you would like to add?

RUBIN: I would just want to reinforce that the Dietary Guidelines are a critically important component of the nutrition landscape here in the U.S. As I said, they serve as the basis for all nutrition policy, and that gets translated into recommendations by health professionals. But they also serve as the basis for our work, our nutrition communications, our messaging to health professionals around the role of eggs in healthy dietary patterns. But also, I think everybody should have confidence in them that they are science-based, that the science is evaluated critically by experts who make these recommendations to the agencies that produce the guidelines. And it represents the best nutrition science that we have. And they continue to evolve as we learn more from nutrition science. The guidelines will evolve with the science.

BOAS: I’d like to give a special thanks to Dr. Rubin for taking the time to chat with me about the Dietary Guidelines. And thanks for listening to Inside the Incredible Egg.

Episode 1: Podcast Introduction and Summer Marketing Campaign

This first episode covers our summer marketing campaign, the #EggDishChallenge. The TikTok challenge asked consumers to highlight their favorite egg dish from a local restaurant.

Click below to listen to the podcast, and scroll down to read the transcription of the episode.

Inside the Incredible Egg
Inside the Incredible Egg
Episode 1: Podcast Introduction and Summer Marketing Campaign
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SAMANTHA BOAS: Welcome to Inside the Incredible Egg. Inside the Incredible Egg is a podcast produced by the American Egg Board with the purpose of keeping our producers up to date with what’s happening at the board and in the egg industry. I’m Samantha, this summer’s industry affairs and engagement intern. Today’s episode will cover our summer marketing campaign, the #EggDishChallenge. To talk about this campaign, I have with me Sue Coyle, the director of integrated marketing at the American Egg Board.

BOAS: Can you tell me about the summer marketing campaign?

SUE COYLE: Sure, so it is called #EggDishChallenge. It is a TikTok program and to help American restaurants recover coming out of the pandemic where so many were hit really hard, we wanted to do a program that really strongly encouraged people to get back to the restaurants this summer. As people are coming out of lockdown from the pandemic, one of the things they missed really badly was the neighborhood restaurant spots, so we wanted to do something that really celebrated those restaurants that we love. So we created the TikTok program.

It’s called #EggDishChallenge and what it is is a team of influencers hosted or led by Chef Lovely who is a very popular TV chef. She has shows on both the Oprah Network as well as Discovery+ Network and she has filmed a video that is on TikTok at her favorite restaurant which is called Fratelli Café in Los Angeles. And in the video, she talks about her favorite egg dish which is Green Eggs and Ben which is like a spinoff of eggs benedict. She thinks it’s the best egg dish she has ever had, and she kind of calls out a challenge to other TikTokers to prove her wrong. And with that, we have 10 other food-focused TikTok influencers that are doing the same thing. They are filming their favorite dish at their favorite restaurant and then they are posting it on TikTok. Combined altogether, these influencers including Chef Lovely have over 11 million followers which is a huge amount to start a campaign with.

We are just hoping for the word to spread and for a lot of Americans to do the same and feature their favorite egg dish at their favorite neighborhood restaurants this summer. So it’s really a simple idea, but we are hoping that people feel the passion and the love and really kind of give back to their neighborhood restaurants so that they can continue to recover from the pandemic. And of course with that focus on eggs, we want them to enjoy their favorite egg dish and there are just so many different ways that people do enjoy them. And the TikTok program is bringing that to life with the videos featured on many different recipes.

BOAS: Where did the idea for the challenge come from originally?

COYLE: So in our strategic plan, we wanted to focus on restaurants and with COVID, the nature of how we’re supporting them is different than we probably would have done if COVID didn’t happen. Knowing that there’s a lot of regional food tastes across all food, internally we just discussed, wouldn’t it be interesting if we could feature lots of the different regional tastes of America through eggs. And so that’s really where it started, and we have not worked with TikTok before but we evaluated different social media options and TikTok seemed to really rise above the potential and the reach for the program and seemed really appropriate because most TikTok videos are done in very fun and entertaining ways. So we thought it would bring this nugget, this idea we had to life really well.

BOAS: How will the challenge ultimately help egg producers and the restaurants that are featured?

COYLE: Encouraging people to go back to restaurants. You know, a lot of people because they were stuck at home cooked a lot more and used a lot more eggs than usual. Now they are so happy to be let out of the house. We just want to make sure that they maybe frequent their favorite spot a little bit more often and having those daily communications through TikTok about these different egg dishes through the appetite appeal and the fun and passion that the TikTokers are showing for their restaurants. The strategy is to drive more people to restaurants to eat more egg dishes than ever. And through that, that will help our producers because with the more traffic and more consumption will be an increase in egg sales.

BOAS: With the challenge starting at the beginning of the summer, can you give an update on where the challenge is now and how the challenge is ending?

COYLE: The challenge ended on July 22 and that ended with a new custom video that Chef Lovely created for us, promoting again that America’s egg farmers are very passionate about helping restaurants get back on their feet and kind of thanking them and all the participants who created their custom TikTok videos. We had over 56 million views across all of the TikTok videos, all of the influencers plus Chef Lovely. We even had some AEB staff create their own videos, so that is a huge number. And we are now starting the fulfillment process, awarding the checks to 10 of the restaurants. In fact, we had a great event yesterday in Los Angeles. We had an opportunity to go on a local TV station, KTLA, and we had Chef Lovely and the chef from the winning Los Angeles restaurant which is named Cilantro Lime. And he cooked up his huevos rancheros and Chef Lovely talked again about America’s egg farmers and how they dedicated this program to helping restaurants and creating awareness and driving people back to the restaurant. And at the end of that little demo, we had Chris Nichols from Chino Valley Ranchers step onto the set and award Chef Leo with a $10,000 check, so that was really fun. Chef Leo was really touched and really grateful and he said that the money would really be put to good use. So, we will be continuing to fulfill those checks throughout the summer, over the next couple weeks. I’m sure that they’ll be really well-received.

BOAS: Is there anything else you want to add?

COYLE: The TikTokers that are featured in the program are across the country in certain markets and the videos and the food that they feature are so appetizing and delicious looking. I would encourage anybody to go to #EggDishChallenge and take a look because I think they would get a lot of inspiration. If they don’t live in that market, they could maybe try to make it at home or if they are going to be travelling to that market they might want to visit that restaurant.

BOAS: Thank you for listening to Inside the Incredible Egg. In our next episode, we are talking to Dr. Mickey Rubin, the executive director of the Egg Nutrition Center, about the recently released 2020-2025 Dietary Guidelines for Americans and what the guidelines mean for egg consumption.