In the realm of food safety, the British Lion scheme stands tall as the UK’s most successful initiative, particularly when it comes to eggs. Gary Ford, CEO of the British Egg Industry Council, emphasizes that consumers can “wholeheartedly trust eggs carrying the British Lion on the shell and pack.” This trust has been earned over the years, with more than 90% of UK eggs currently produced under the stringent guidelines of the British Lion scheme. Since its inception in 1998, over 200 billion British Lion eggs have been sold, attesting to the scheme’s popularity and effectiveness.
One of the significant achievements of the British Lion scheme is its contribution to reducing the prevalence of salmonella in UK eggs. The Food Standards Agency recently confirmed that eggs bearing the British Lion mark are approved for consumption in various forms, including runny or raw, even by vulnerable groups. This is a testament to the scheme’s dedication to maintaining the highest standards of food safety.
Underpinning the British Lion Code of Practice, the entire production chain is subject to rigorous controls to ensure the utmost safety. This includes mandatory vaccination of all hens against Salmonella and a robust ‘passport’ system that enables the traceability of all hens, eggs, and feed. To further bolster its credibility, the scheme undergoes independent audits to ISO17065 standards.
Despite the success of the British Lion scheme, recent concerns about the safety of imported Polish eggs have prompted a proactive response. A £1 million marketing campaign has been launched to highlight the advantages of British Lion eggs. The Food Standards Agency’s official alert regarding the increased risk of Salmonella associated with Polish eggs has reinforced the importance of relying on the British Lion for top-quality, safe eggs.
Version 8 of the British Lion Code of Practice, introduced in 2023, aims to maintain the scheme’s position as the world’s most comprehensive egg food safety assurance program. Gary Ford stresses that in light of the safety concerns surrounding imported eggs, it is crucial for retailers and foodservice businesses to turn to the British Lion for a guarantee of providing the highest quality eggs to their customers.
To further advocate the food safety aspect of British Lion eggs, Sterling Crew, a food safety expert, will continue as an ambassador for the cause. Professional chefs will also play a pivotal role, sharing advice and innovative recipes to reinforce the importance of sourcing British Lion eggs.
In a targeted approach, the campaign aims to reach pregnant women and parents during the weaning stage, providing them with FSA advice that they can trust British Lion eggs for their diets and their babies. Renowned registered dietitian Dr. Carrie Ruxton will emphasize the nutritional importance of eggs for these specific audiences.
Adding a modern touch to the campaign, a group of British Lion ‘Pride’ social influencers, boasting a collective following of over 2 million, will generate and share content throughout the year. The campaign will leverage popular social media platforms, including the launch of an @egg_recipes TikTok channel, targeting the 29 million monthly users in the UK, 42% of whom are parents. This will be complemented by the @egg_recipes Instagram account, which experienced an 18% growth in followers, reaching 88,000 during 2023.
In conclusion, the marketing boost for British Lion eggs comes at a critical juncture, ensuring that consumers continue to trust and choose eggs that uphold the highest standards of safety and quality.
