Norah's Egg Crate Case Study

Norah’s Egg Crate is a cage free indoor laying facility that houses 75,000 birds. This family operation has been around for three generations, started by her grandfather just after WWII. A good reputation is well known by local communities as a place that produces quality eggs. Norah took over the operation after graduating from a major Land Grant University with a degree in Animal Science. Located within a comfortable driving distance of several small cities and a multitude of small towns, Norah’s Egg Crate’s traditional market has been local convenience and grocery stores. Because they are cage free, they get a few more penny’s per dozen, but lately, the market has been eating away at their profitable margin. Due to increasing commodity prices and feed in recent months, Norah’s is feeling the financial pinch.


Recently, the family sat down to talk about this situation. If profits don’t increase soon, Norah and the family will be forced to sell out to the competition. They have always prided themselves on their recognized local brand, customer service, and quality product. How would they be able to cut costs without cutting integrity? This seemingly unsolvable issue grew worse as the family discussion ended in nothing but red faces and bitter resentment.


Norah’s father wanted to increase the number of birds to 150,000. But that was troublesome because the current barn was already at capacity. Winters were too harsh to run an outdoor cage free facility, and the family didn’t want to incur the debt required to build a new barn. Her younger brother by two years said they should hold on to the chickens, but sell eggs directly to the competitor and let them handle the processing. This really bothered Norah because she knew it would be the end of the respected brand the community had come to love. Finally, after hours of discussion and no progress, Norah ended the meeting and they all went separate ways.


Norah took a long walk around the section. She came upon her Grandfather’s driveway on the back forty, and decided to stop and seek his advice. “Grandpa,” she says, I don’t know what we’re going to do! Our profits are shrinking, and at this rate, we’ll be out of business within a year. Dad and brother and I can’t seem to agree on any practical solution. There just doesn’t seem to be any other way than to sell out and that is the last thing I wanna do!” As he looked at her he said, “First off Norah, I just have to say that it is impressive that someone your age even has an interest to work in this industry. Most kids of your generation don’t understand anything about it, yet here you are day after day, working hard to make this operation run.” “Thanks Grandpa,” she said, “But we’re really stuck here.” “I know, I know,” he retorted. “But your heart is in the right place, and I know you’ll think of a way to pull through.”


Walking back down the driveway, Norah kicked rocks in frustration. Grandpa hadn’t told her what she thought she wanted to hear. She walked another mile or so, and for the last half mile before returning home she turned on the state highway that ran by the farm. Then it struck her - almost as if a Peterbuilt had knocked her over going full speed! “Maybe Grandpa was right!” she exclaimed to herself. Feeling like the weight of the world was lifted off her shoulders, Norah floated back to the barn for evening chores. The next morning, she gathered the family back together once again and explained the new plan that would save the farm.


As they gathered over fresh bacon and eggs, Norah laid it all out in front of her Dad and Brother. “Grandpa gave me the greatest idea,” she said excitedly. “The younger generations today just don’t understand our industry. So what if, our purpose was not only to sell eggs like we’ve always done?” What do you mean,” her brother asked?” “Look, getting bigger isn’t going to work for us. And selling out just doesn’t feel right! So what if we turn our operation into an event center that not only produces eggs, but invites people out to see how it all works?! We have hundreds of acres here. We can hold hay rides, show off our hatchery, educate the public on the life cycle of poultry, even hold a debate contest on which came first, the chicken or the egg!” She could see the wheels beginning to turn in her Dad and Brother’s heads. Then she laid the trump card. Just loudly enough make sure she could hear, she said, “You know, Mom has got three generations of egg recipes saved up. I bet we could put those together in a nice recipe book, offer free samples, and then sell copies to people as they visit.” About that time Mom sauntered slowly into the room with her hands lightly placed on her hips. Mom spoke up while smiling intently at Dad, “You know, Norah may really have something here.” And with the Trump card laid, the planning began.


For days the planning went on between daily tasks, and over meals. Finally, they decided their plan was achievable. But there was one question yet to be answered. “How are we going to market this idea,” her Dad asked? “You know, there is that new marketing agency over in Bennettsville, Labrador Media I think is their name.” Norah’s Brother said. “I’ve heard they’re pretty reasonable.” “Can you get them out here?” Norah Asked. “I’ll call them first thing in the morning” he replied.


Utilizing what we now know from the December 4th Ag & Social Media Webinar, how can we use New Media to help solve Norah's Marketing Issue? Questions for Discussion:

What is Norah's Target Audience?


Does she want to talk to them? Energize them? Listen to them? What is most important?


Do we need to utilize traditional media as well?


Reference the notes, or the recording if you like. Feel free to leave a comment below, or two, or 10. Let's generate conversation. That way, on the next webinar, we can take all the input, and form it into one solid marketing plan.


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