US retailer Supervalu has said that it plans to move its Wild Harvest private label brand to 100% cage-free eggs by the end of the year.
"The Wild Harvest brand is focused on providing consumers with affordable, organic and free-from products sourced from farmers, ranchers and suppliers dedicated to environmentally and socially conscious practices," said David Young, Supervalu's vice president of private brands. "Our decision to move toward exclusively cage-free eggs is just one more way we are expanding that commitment."
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The Wild Harvest brand annually sells more than 38m eggs under 12 different product varieties or SKUs, Supervalu said. Earlier this year, the brand introduced a new 18-count cage-free egg, as well as a free-range, Non–GMO Project-verified 12-count egg product.
The US has seen a jump in demand for cage-free eggs and products made with cage-free eggs. General Mills said last month that it is targeting cage-free egg production in the market as part of its animal welfare policy.
Meanwhile in April egg producer Cal-Maine Foods set up a production joint venture with local peer Rose Acre Farms, Red River Valley Egg Farm, that it said aimed to "significantly" increase the availability of cage-free eggs.
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