In Ovo

(Environmental) knowledge is bliss ✨   Turns out, people who know more about environmental issues are putting their money where their mouth is - literally!    According to a recent study by the University of Milan, food-related sustainability knowledge drives consumers’ food choices. More specifically for eggs, Italian consumers with higher eco-knowledge are more likely to pay extra for sustainable options. Free-range, organic, and locally produced eggs? Yes, please! 🥚   The research involved 996 consumers, suggesting that education around sustainability plays a key role in shaping food choices and how much people are willing to spend on it. Interestingly, the more informed the consumer, the higher the value they placed on environmental-friendly attributes. This demonstrates a clear link between understanding the impact of food production and being willing to support sustainable products.   At In Ovo, we believe in raising awareness to contribute to a positive shift and a better future of food production. What’s your go-to sustainable food choice?

What better to do on a Monday morning than to peek a bit into the future? 👀 Or more specifically: the future of eating animal proteins. With changing consumer diets, a rapidly expanding world population and a growing demand for animal proteins, it's safe to say that there's never a dull moment. Get familiair with the trends and influences in our latest article!

Happy World Egg Day! 🥚🌏 How could we not celebrate our favourite, most versatile food? Today, as every day, we are proud to be part of the innovation that makes a difference — not just for the egg industry but also for animal welfare and the environment. At In Ovo, we are working with the industry to transform the future of egg production. Through the Ella machine, our in-ovo sexing technology, we embrace change and contribute to a future without chick culling. There’s much to celebrate today and even more to look forward to!

Chick culling is not exactly a dinner-table conversation.   Yet, you’d think something affecting 6.5 billion chicks each year would get more attention. Awareness of this issue remains however remarkably low. The reasons? Firstly, a disconnection between food production and consumers. People often don’t know how their food is made, and together with limited marketing and media coverage, many are still unaware of better alternatives like in-ovo sexing. But here's the thing: when people do find out, they care! A survey showed that 73% of consumers agreed that the egg industry should find an alternative to killing male chicks. So, how to change the narrative as consumers? 📖 Take the time to learn about where your eggs come from and the processes involved in their production. 🥚 Look for egg labels that ensure better welfare standards and more ethical farming practices. 🗣 Raise awareness by spreading the word about the issue with your circle. Every conversation helps drive change!

Familiar with the saying "knowing is half the battle"?    Turns out, knowing your environmental impact makes a big difference in the food choices you make.    Our latest blog post dives into a recent study of egg consumers in Italy and their willingness to pay more for environment-friendly eggs.    Catch the full story here 🔗

Meet Ella, our innovative technology that prevents the culling of millions of male chicks. But how does it work? On day 9 of the 21-day incubation period, Ella automatically picks up trays from the trolleys and performs candling, a process where a light shines through each egg to identify unfertilised ones. Using this method, unfertilised eggs are detected and then automatically removed without any manual handling. After candling, a tiny sample is taken to determine the egg's sex. The sample is analysed by our mass spectrometry - or MS machine - which measures the presence and quantity of specific molecules. It's real technical powerhouse! The MS machine is a tool that takes a very critical look at the sample to determine the sex of the egg by measuring the amount of our biomarker. After a rapid analysis, the data from the MS machine is used to automatically sort the eggs into trays of males and females. Male eggs are taken out of the hatching process, while female eggs return to the incubators and develop until they’re ready to hatch into healthy, cull-free layer hens! This makes our Ella machine a fully automated, in-line gender determination solution 🐣

From Germany’s first ban to Italy’s upcoming legislation, countries are taking decisive steps to end male chick culling. Driven by ethical concerns and powered by innovation, this movement is reshaping the future of egg production.   But what sparked these changes and what led to these legislative shifts?   We discussed this and more in our latest blog post 🔗

Did you know we’re cracking more eggs than ever before? 🥚 Eggs are the ultimate all-rounder—versatile, affordable, and packed with nutrients. From scrambled to sunny-side-up, who doesn’t love eggs? In the U.S., people eat around 290 eggs each per year. In Mexico, it’s 375, and China? A jaw-dropping 400 billion eggs annually. So, what’s up with this global egg craze? Well, eggs are loaded with protein, vitamins, and minerals. They’re budget-friendly and can make any dish look like it belongs in a food magazine. Think of that perfectly runny yolk on toast—irresistible, right? As the world’s population grows, our need for affordable, nutritious food does too. Eggs are stepping up, offering a sustainable, delicious way to feed everyone.

When we talk about animal welfare, the spotlight often falls on the animals and consumers... But let’s not forget the people who have the most direct impact: farmers. Every day, many farmers are at the frontline of animal welfare, working hard to ensure their animals are healthy, well-treated, and cared for. But as with anything in life, it’s not without its challenges. The reality is, that farmers play a crucial role in determining animal welfare standards, therefore we like to share insights from a recent study on the farmers’ perspective on animal welfare!

Consumers today aren’t just buying products - they're buying into the values of the brands behind them.    With many shoppers willing to change their habits for a more sustainable future, animal welfare has become a key factor in brand perception.    In our latest blog, we explore how animal welfare shapes consumer choices, the role of transparency in building trust and why brands that invest in ethical practices can see higher customer loyalty and even premium pricing.    Check out the full article 🔗