NestFresh Debuts "Humanely Hatched" Eggs: A Marketing Strategy to Bring In-Ovo Sexing to US Consumers

NestFresh, a pioneer in the US specialty egg market, has unveiled its carton packaging and marketing strategy for the nation's first commercially available in-ovo sexed eggs under the new branding Humanely Hatched.™

NestFresh made history in December 2024 when they became the first US egg producer to hatch in-ovo sexed chicks on American soil, marking the beginning of a new era for the US egg supply chain. These hens have now begun laying eggs that will reach grocery store shelves this month under this distinctive new branding.

Jasen Urena, Executive VP of NestFresh celebrated the launch of their new initiative. “Humanely Hatched™ represents years of collaboration, innovation, and commitment to doing what’s right.” said Urena. “We’re honored to be the first to bring U.S. consumers eggs from hens humanely selected before hatch, verified by Certified Humane®.”

As the first company to bring this technology to American consumers, NestFresh has the opportunity to define how this category is presented and perceived. And their decision to brand these eggs as Humanely Hatched provides interesting insights into how in-ovo sexing technology may be initially positioned in the US market:

• Focus on welfare benefits: By emphasizing humane hatching, NestFresh directly addresses consumer concern with male chick culling. This aligns with Innovate Animal Ag’s consumer research, which shows the vast majority of US egg consumers are uncomfortable with the common practice and are eager for alternatives. Indeed, half of consumers report being willing to pay at least 5 extra cents per egg to eliminate the practice of male chick culling in the supply chain.

• Simple, accessible terminology: Rather than using technical terms like "in-ovo sexing," "cull-free," or other industry jargon, "Humanely Hatched" offers consumers an intuitive understanding of the welfare benefits, and focuses on the positives of adopting in-ovo sexing.

• Backed by Certification: NestFresh’s eggs will carry Certified Humane’s “Approved Hatchery Operations” certification, providing consumers with third-party verification that adds credibility to the welfare claims, and ensures complete supply chain traceability from hatchery to shelf.

NestFresh’s refreshed cartons with the Humanely Hatched logo. Source: NestFresh

Retailers should also take note of this new development. With NestFresh's products now hitting shelves, forward-thinking retailers have an opportunity to demonstrate ethical leadership and meet growing consumer demand for more humane food choices. Those who communicate these welfare benefits effectively and educate consumers about this inexpensive innovation will likely gain a significant edge in the competitive marketplace.

Beyond the compelling business opportunities, this new initiative has also deeply resonated with the farmers who are raising these in-ovo sexed hens. “It gives me a lot of pride to know that we are doing something really important with Humanely Hatched hens on our farms,” Joe Klein, a farmer for NestFresh said. “I hope to see other farmers use this technology too.”