Era of expensive eggs comes to close
Ministry of Agriculture cancels differentiation made between 'super fresh' eggs, regular eggs by supermarkets in bid to increase profits. From now on, all egg prices to be regulated
Are you having a hard time finding inexpensive eggs at the supermarket? Starting next week, this problem will be solved. As of Sunday, March 15, retailers will no longer be able to label eggs as "super fresh", which had allowed them to charge double the price of regular eggs until now.
The price of all eggs (excluding specialty eggs, such as organic eggs) will now be regulated.
As was revealed for the first time by Yedioth Ahronoth more than a year ago, food marts systematically developed a system of keeping regular eggs, whose price is regulated, in minimal supply, while, in their place, shoppers could find only eggs defined as "super fresh" or "straight from the coop" on the shelves.
The price for 10 such expensive eggs is typically between NIS 18-19 (about $4.25-4.50). The maximum price for 12 regular eggs is NIS 12.50 (about $2.90).
This marketing phenomenon arose when marketers joined forces with supermarkets in order to simulate a lack of regular eggs in a bid to increase profits. The only real difference between the more expensive and the less expensive eggs is their date of delivery. Suppliers declared that the "super fresh" eggs arrived on the shelves within 36 hours of being laid.
Advertising trick
Following these reports, the Ministry of Agriculture decided to obligate suppliers to deliver all eggs within 36 hours and to cancel any difference in price. Egg suppliers invested significant efforts in order to halt the move, including a petition to the High Court of Justice, but none was fruitful.
Suppliers ultimately were granted remuneration for any losses they may sustain as a result of the price change, while starting next week, the special egg categories will be cancelled.
It is likely that egg marketers will continue to use the "super fresh" advertising trick, but eggs marked with this label will be the same price as regular eggs.
Following the change, the price of all eggs will be regulated, except for omega-3 fortified eggs, organic eggs, and free-range eggs. Such eggs hold only 1% of the egg market. The price for a box of 12 such eggs ranges between NIS 18-28 (about $4.25-6.50).
Another change in the egg market took place in August when the Agriculture Ministry cancelled the traditional classification of egg size. Instead of marking the size of eggs using numbers (1-4), eggs are now marked as huge (XL), large (L), and medium (M). Small (S) eggs, of which there is very little demand among consumers, are marketed to institutions.
