June 2011 Editor: Ashley G. Richardson

Recently, AEB proactivelyupdated its Incredible Egg socialmedia networks, developing theTwitter and Facebook pages intocomplete egg resources forconsumers – featuring newcapabilities, fresh looks andcontent that engages viewers.

For the first time ever, theIncredibleEdible EggFacebookpagefeatures a“landingpage,” which

includes links to the Good EggProject, recipes and information onthe latest lower cholesterol newsand encourages potential fans to“like” the page. While fans whohave already “liked” the IncredibleEdible Egg can always view thispage, the most important featureof this new addition is that it helpsintroduce the Incredible EdibleEgg to new visitors to the page.

Additionally, a new update tothe Facebook “Questions”application has allowed AEB toask questions about eggs to abroader number of Facebook

users. Now, when a fan answersone of our questions, the questionwill then be asked of everyone inhis or her network, providing moredata, driving more fans to the pageand giving AEB an even largerpresence on Facebook in general.

Beyond Facebook, AEB’sYouTube channel has also

recently undergone amakeover, having beenrebranded with a new,Incredible Egg skin andreorganized to improveuser experience.

Additionally, the AEB videocollection was updated tomaximize searchability.Lastly, AEB and ENC recently

conducted its first ever Twitterparty! Teaming up with RegisteredDietitian Ambassador Serena Ballto promote egg tips and nutrition,AEB engaged more than 50 usersover the course of an hour, manyof whom were RDs as well, nettingmore than 700 total tweets. Forreference, the average Twitterparty has about 30 participants.

In all, the party helped elevatethe @IncredibleEgg page’s statuswithin the Twitter community,created good will with currentfollowers and increased awareness.

Incredible social media

• Promoting ENC as a credible source of science• NRA event drew editors• AEB wins!• Free on-demand egg-ucation• Egg products help food formulations• Programs target culinary students• Walgreens’ egg promotion

The April issue of theJournal for NursePractitioners (JPN) featuresan article from ENC titled,“Are our Beliefs RegardingDietary CholesterolOutdated?” that was writtenby Dr. Mitch Kanter.

Every issue of JPNreaches 50,000 nursepractitioners (NPs) across allspecialty areas. Itssupporting e-newsletterreaches more than 28,000opt-in subscribers. Thisarticle will also be posted onNPJournal.org that receivesmore than 12,000 monthlyvisitors.

Reaching this audiencewith this message helpsENC establish itself as acredible source of reliablescience.

This is one example ofhow ENC is actively workingtoward making ENC a morevisible, respected entityamong health professionals,which supports its mission.

Food pantry donationsIn honor of Easter, AEB used

fines from the March Board Meeting,along with staff donations, topurchase 90 dozen eggs for theMaine Township Food Pantry. Eightboxes of food were also donated,and the Township employees couldnot have been more pleased. InDecember, AEB and ENC staff alsocontributed via food pantrydonations and toys for a localchildren’s hospital. Fines collectedat AEB’s November Board Meetingand Mulligan sale were also put

toward the food pantry donations. The donations easily totaled morethan $750, half of which resulted from the mulligan sale. AEB and ENCare proud to show the Park Ridge community what good eggs we are! Inaddition to AEB staff, Julian Madeley, director general of theInternational Egg Commission, is pictured above.

Promoting ENC

as a credible

source of science

NRA event draws editorsAEB was one of six co-sponsors of

the Multicultural Cuisine event that tookplace on Sunday, May 22 in Chicagoduring the National RestaurantAssociation Hotel-Motel and RestaurantShow (NRA). This event drew editorsfrom all the major foodservicepublications and was a great networkingopportunity.

Other sponsors of the event included:California Avocado Commission, DolePackaged Foods, Idaho PotatoCommission, National Mango Board andWisconsin Milk Marketing Board. Sharingsponsorship of this editor-focusedopportunity with other

food organizations kept the cost down for allinvolved parties. AEB printed materials were alsodistributed to the attendees.

During this morning event, editors had theopportunity to sample sponsors’ recipes that werefeatured at four “multicultural” cuisine stations: Latin American, Continental European, Asian andContemporary American. AEB’s two breakfast-focused recipes were highlighted at the Latin American andContemporary American stations. The recipes included: “AnytimeSausage, Egg, Cheese and Biscuit Casserole” and “Spicy Steak &Eggs Breakfast Tacos,” both from Eggscellent Chef Ambassador JodiHortze with the Griddle Café in Los Angeles. This networking eventkept AEB’s product and message in front of this influential group ofeditors.

FunctionalEgg.org is anew microsite that hosts avariety of educational videosand key facts for foodproduct developers focusingon the multi-functionalbenefits of egg ingredients.The science behind eggattributes is explainedduring six 10-minute videosusing productdemonstrations andcomputer-generatedgraphics. Foodtechnologists can accruefree continuing educationcredits via follow-up quizzes.

A special mailing to the registered attendees of the 2011 IFTExpo in New Orleans extended an invitation to a press conferenceon Sunday, June 12, to announce the availability ofFunctionalEgg.org to the food formulating community. ElisaMaloberti, Director of Egg Product Marketing; Shelly McKee, Ph.D.,Auburn University; and Deana Jones, Ph.D., Research FoodTechnologist, USDA Agricultural Research Service, shared theirinvolvement with the project and presented a guided tour of the site,highlighting key areas pertinent to food formulators. Attendees werealso encouraged to stop by AEB’s booth #5600 for their ownincredibly egg-ucational guided tour of FunctionalEgg.org.

Free on-demand egg-ucationThe Chicago chapter of Public

Relations Society of America (PRSA)announced its Skyline Awards lastmonth to honor the bestcommunications practitioners,campaigns and tactics in theChicagolandarea.

AEB isthrilled toannouncethat the GoodEgg Projectwon a Skylineaward, thetop honor, forthe categoryof Reputationand BrandManagementforAssociations.In addition, AEB took home an“Award of Excellence,” an honorablemention, for the category of IssuesManagement.

Please let us know if you have anyquestions.

AEB partnered with the editorial staffof Prepared Foods magazine to producea four-page supplement titled “TheSecret’s Out of the Shell: EggIngredients Create Better-For-YouFoods” that was distributed to 15,000digital subscribers of Prepared Foods onMonday, May 23. This piece focuses onthe new egg and egg product nutrientinformation and highlights how eggproducts are an attractive choiceingredient when it comes to formulatingfood products with positive nutritionalmessages and a cleaner ingredient

statement. Prepared Foods is one of the premier product developmentmagazines providing information on global new product introductions,culinary trends, ingredient technology and practical applications forfood product developers.

If you’d like to receive a complimentary subscription to PreparedFoods, visit PreparedFoods.com.

In addition to digital circulation, the supplement will be archived in adigital library and accessible on the websites of Prepared Foods andAEB. This will be housed under AEB.org’s food manufacturers’ tab too.

“I love people

who make me laugh.

I honestly think it’s the

thing I like most, to laugh.

It cures a multitude of ills.

It’s probably the most

important thing in a

person.”

Eggspression

MONTHLY

Egg products help formulations

AEB wins!

–Audrey Hepburn

The last couple months have been abusy time for reaching culinary studentsand their chef instructors with relevantand informative egg resources andmaterials. Some of the timely topics thathave been presented to theseprofessional chefs of the future include:egg handling/preparation, breakfasttrends/statistics, egg production information, the Good Egg Project,nutrition, production types and egg industry overview. These topicssupplement and highlight egg specific information that may be limited inthe curriculum at many culinary schools.

A good example of this is theprogram given to 90 students at theCulinary Institute of America in HydePark, NY, the most prestigious U.S.culinary school, on May 2. Students inthe Skills I and Breakfast classes hadthe opportunity to participate in the“Making Your Kitchen Incredible withEggs.” Each participant was provided

with a wealth of egg materials and recipes. Following the presentation,each student had to write a paper on eggs and had to reconfigure aclassic egg dish of their choice from the great French chef Escoffier intoan updated egg dish with a modern interpretation.

To date in 2011, close to 1,000 culinary students have been reachedincluding students at the Art Institute of Phoenix, Le Cordon BleuScottsdale, College of the Desert, the Art Institute of Atlanta & Charlotte,Johnson & Wales Charlotte, Le Cordon Bleu Atlanta, University ofNevada Las Vegas, the Art Institute of Las Vegas and Le Cordon BleuLas Vegas.

Additional programs will be scheduled when the schools gear up tothe busy fall education season.

Programs target culinary students

AEB’s recent promotion withWalgreens and Redbox wasdesigned to promote the availabilityof eggs in the drug store category.This sign was a great reminder toeveryone who drove past it.

Results of the promotion will beforthcoming.

Walgreens’ egg promotion