PENB Study Shows Promotion Helps Keep Egg Prices Up
“After reviewing the evi
dence, the egg industry ceitam
ly says “Thank You” to the
food retailers, the National
Association of Food Chains,
and the Plentiful Foods Pro
gram of C&MS for making the
September-October egg promo
tion a success,” reports PENB
Chairman Neil Castner.
PENB has recently complet
ed a study of the level of egg
advertising appearing in retail
food ads of stores doing busi
ness in the Top 24 food market
areas of the country. A com
parison was made between mid-
September-October of 1970 and
for a comparable period in
1969. The 1970 Egg Advertising
Index was 156 per cent of that
in 1969. In each of the six
weeks compared there was
more advertising in 1970,
MINI BRONC
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Kirkwood Phone 529-2367
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STAUFFER DIESEL,
312 W. Main Street, New Holland, Pa.
No claim is made that this
was due to any one thing The
New York Fancy Large White
average wholesale quote show
ed eggs averaged 7 2 cents less
in 1970 for the period The
Plentiful Foods Program in
cluded eggs as a Best Buy on
their listings for both months
The National Association of
Food Chains endorsed the
PENB program which included
a “merchandising opportunity”
letter to 145 egg buyer-mer
chandisers who make the mer
chandising decision for about
90 per cent of all eggs sold at
retail.
San Francisco had the high
est advertising index both years
. 62 sin 1969 and 86.0 in 1970.
But five other markets were in
the Top Ten both years.
STAUFFER DIESEL, INC. invites you to
\% CASH DISCOUNT
On every sale closed on open house days
Equipment on display:
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4000 self-propelled forage harvester
200 HP. CAT diesel powered
2000 PT tor age harvester
320 SP (9’3”) windrowers
PT-7, PT-10 & PT-12 windrowers
Not all food chains reacted to
the request by increased ad
vertising One important out
let did no advertising during
the six week period studied in
either 1969 or 1970
A second food chain advertis
ed in 100 per cent of its markets
for both years, but increased its
Index by 10 per cent for 1970
Still a third chain reduced over
all advertising by nearly seven
times Still the' average of all
was up at a most critical time
The average “advertised
price” was also examined. The
average in 1969 was 53 6 cents
In 1970 the average was 45 1
cents, 8 5 cents less New York
wholesale market was 7.2 cents
My Neighbors
ir“
I
X (i
$
“Who do you have to know
to gel a job like jours?”
INC.
Ph: 354-4181
Lancaster Farming, Saturday, March 13,1971 —
per dozen less for the penod in
1970 than in 1969
When the aveiage “advertis
ed pi ice” and the yeai-to-year
differences were examined,
there were no readily discern
able diffeiences due to geo
gi aphical oi surplus deficit
aieas
The large: food maiket aieas
tended to have higher egg
prices in 1969 and to show the
greatest change in 1970 Min
neapohs-St Paul had the least
year-to-year change, but both
its 1969 and 1970 puces were
among the lowest advertised
“The egg market averaged
three cents better than was
forecast in view of the supply
that actually developed. An in
crease of one cent per dozen for
one week means $750,000 to
U S egg producers If we use
just the six-week period and
three cents per dozen, that
amounts to $l3 5 Million added
producer income PENB is
proud to have been mstiument
al in helping producers obtain
this added income, - ’ commented
May Cleland, PENB Vice Chair
man.
Anyone wishing a copy of the
three-page, five-table study may
obtain one from the limited sup
ply by requesting it fiom the
Poultiy and Egg National
if you want to
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