Agree or disagree: Sainsbury's: the Good Egg of the big four?

Sainsbury's is really flying the green flag just now, particularly with regard to ethical issues; it recently became the first supermarket to stock only fairtrade bananas, and now the chain has opted to lead the way on another big wellfare concern: eggs.

Trading Director Miles Coupe (I'm sure there's a pun in there somewhere) has announced that the store will sell only free range eggs by 2012, and is doing all it can to phase out eggs from battery hens long before that date.

The chain currently sells 1.6 million eggs a week, and leaves behind competitors Tesco, ASDA and Morrisons as it becomes the first of the big four UK retailers to go in a more ethical directon on eggs.

"Sourcing with integrity is extremely important to Sainsbury's, and making this pledge to sell only cage-free eggs reflects our priorities in sourcing ethically, and addressing the concerns of our customers", said Coupe, after Sainsbury's was awarded a 'Good Egg' award by Compassion in World Farming.

Additionally, the chain has planted a million trees in the last year to support a move to Woodland Organic Eggs, which is intended to provide its 1.9 million chickens with a natural environment in which to be reared.

So what do you think about Sainsbury's ethical image? Do you see any flaws in these outwardly greener-than-green moves, or is it wrong to pick holes in what could be a sea-change in one of the UK's largest retail sectors?

My view is that the changes are a positive step, and are bound to prompt rivals into taking similar action. But the statement from Sainsburys seems a little vague on which eggs are affected. Is it all eggs sold, or just (as is implied here) 'shell eggs', which I assume to mean eggs sold in boxes as opposed to quiches, cakes and pies. The chain's Taste the Difference range has already shifted to free range ingredients, but what if you can't afford the premium range? I am undecided on this one. A good move, but isn't it just the tip of the iceberg of eggs that's going cage-free?

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Comments

The Taste the Difference range is all well and good - ok it's better than nothing.

The problem for me is you can't get any of your staples in the range. If you want a quiche it's not going to be cheese and onion, it's going to be something like sunblushed tomatos with roast mediterranean veg.

If M&S can do both 'posh' versions and normal versions with just free range egg, why can't Sainsburys? I expect they use many of the same manufacturers/suppliers - I wouldn't even mind paying a littl extra. Even the Co-Op are pulling ahead on this.

Posted by: James | March 21, 2007 11:37 AM

You've hit the nail on the head there, James. Stores need to stop making people feel they have to be changing their normal behaviour by choosing greener options. Not only are these 'posh' products more expensive, they're often not the sort of thing you'd want to eat every day. And it's the every day items that make up the bulk of purchases.

Interesting that co-op are getting into this market though. Are they changing to free range across the board?

Posted by: Abi | March 21, 2007 11:49 AM

I do think it's a step in the right direction, and one I hope the other supermarkets will soon emulate. I would like to see a commitment to free-range eggs in all products, as well as a phasing-out of battery shell eggs before the headline date of 2012, which seems a strikingly long way off.

Posted by: Lise | March 21, 2007 12:20 PM

I think there is an overall move towards this at the Co-Op, but unfortunately you do still have to check each individual product - some are, some aren't.

In addition they specify the source for the egg in ALL their products, using the description 'Free range eggs' or 'Eggs from caged hens' which I think is brilliant. It reminds you each time you read the ingrediants where the eggs are coming from allowing you to make an informed decision. I look forward to not seeing the second description at all though.

I really like the Co-Op, they include a lot of free range eggs, push fair trade products and ALL their own brand hair/beauty products are BUAV approved. Although the big 4 make out that they are against animal testing - you still have to check each product.

The interesting thing about the Co-Op is that they (as far as I know) target the cheaper end of the market, the sort of consumers who according to the big 4 are less likely to be interested in this sort of thing.

Posted by: James | March 21, 2007 1:16 PM

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