Imagine how hard it would be if you were in a business that has been forced by regulators to label your product in a particular way. In a way that may imply something negative about your product, although still perfectly legal.
This is what has happened to egg producers. In the most common farming of eggs, the chickens are in cages. This allows the low cost production of eggs. However, if you have your chickens in a free range environment, believed by many to be healthier for the chickens, and produce healthier eggs, you have a problem because your eggs will be more expensive.
While cage producers would not be able to say their eggs were free range, they wouldn’t have to say they were produced by caged chickens, unless you got the authorities to force them to label them in this way.
So lets look at how one producer found a way around this (click image to enlarge):
The copy on the packaging – next to the CAGE label says:
Our hens live in a safe and stable environment with constant access to fresh water and feed.
Is this a point of difference or just spin?
May Your Business Be - As You Plan It.
Over to You. What do You Think? Post Your Comments Below.
Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
The Australian Small Business Blog