AEB will launch its nationaladvertising campaign againthis fall. News that eggs arelower in cholesterol thanpreviously thought will beincluded. The advertising,which encourages families toeat more eggs for breakfast,especially on important days,includes national TV, magazineand online executions.

The television commercialswill appear on the morningnetwork news programs. Seethe enclosed schedule for moredetails.

New this fall will be magazineadvertising that reinforces thelower cholesterol, higher vitamin Dnews. The print advertisingfeatures the Nutrition Facts labelwith the updated valueshighlighted, along with aconvenient egg recipe that can bemade in the microwave. The adwill run in a dozen well-knownpublications such as Better Homesand Gardens, Redbook, and EveryDay with Rachael Ray. AEB willalso be extending its involvement

in every publication with an addedvalue advertorial, online promotionor mobile sponsorship.

Online ads will also reinforcelower cholesterol and will appearon MSN, Grocery ShoppingNetwork and Google.

Additionally, through theIncredible Edible Egg Facebookpage, AEB is launching a user-generated virtual fridge Facebookapplication in which participantscan share text and photo posts oftheir accomplishments andachievements of family andfriends, mimicking a real fridgewith report cards, photos, stickynotes, etc.

When users share anachievement on the fridgewall, they may voluntarilyenter a sweepstakes byproviding their emailaddresses. The sweepstakeswill run for 8 weeks; eachweek one user will win a‘year’s supply of eggs’ giftcard and either an iPad,microwave, digital camera,or a set of pots. Thispromotion further supportsthe compelling idea thateggs are an incredible wayto start big days. If youhaven’t already, please “like”AEB on Facebook.com bysearching for the IncredibleEdible Egg.

Lastly, coupons ($.55 offthe purchase of two dozeneggs) will be distributed viaFacebook to drive egg

purchase as well as onlineengagement.

August 2011 Editor: Ashley G. Richardson

Lower cholesterol highlighted

• Microwaveable recipes• Expert insight on a FAQ• Website attracts foodservice operators• Eggsceptional Desserts Order Form• Scientific Advisory Panel meeting• Eggs 101 goes to Korea• USDA’s MyPlate and eggs

AEB strives to find waysto make egg preparation fastand easy to accommodateeveryone’s busy schedule.As part of its back-to-schoolmedia outreach, AEBdeveloped one dozen newmicrowaveable recipes.These convenient, easy,limited-ingredients recipesare perfect for healthybreakfasts. The microwaverecipes include DenverScramble Slider; Egg & HamMuffin; Egg & VeggieBreakfast Bowl and more.

“Most

important though,

if you love someone,

tell him or her, for you

never know what

tomorrow may have

in store.”

–Walter Payton

Eggspression

MONT

HLY

AEB often receives similar questions that you may also face. Questionsabout soy residue and its role in triggering an allergic reaction is one that hascome up often. The Q&A format below is meant to provide expert insight andan additional resource for follow up, if needed. Dr. Steve Taylor, co-founderand director of the Food Allergy Research and Resource Program (FARRP)and professor with the Department of Food Science and Technology at theUniversity of Nebraska-Lincoln, provided the answer below. If you would likemore information, please contact Dr. Taylor, sltaylor@unlnotes.unl.edu,directly.Do eggs contain a soy residue that can trigger an allergic reaction?“Given the frequency of use of soy in animal feed, such evidence should

exist if this was any problem whatsoever. But no cases of allergic reactionshave ever occurred to my knowledge, and we have had this question manytimes before and have searched for evidence.

We do not have direct evidence of the safety of eggs from soy-fedchickens. But I would assume that soy-allergic individuals eat eggs frequently,so you would think that we would know of any alleged allergic reactions.

The best evidence–though not complete–is from Monsanto. As Monsantowas developing Roundup Ready soybean, this question arose. Monsanto fedchickens with RR soy and collected both eggs and meat. They found noresidues of the RR gene product in eggs or chicken meat. This suggests thatchickens do not pass soy proteins into eggs or meat. Of course, some soyseed storage proteins are expressed at much higher levels than the RR geneproduct, so this is not a perfect study. But the Monsanto assay was quitesensitive which balances that concern to some degree.

I think that this is a non-issue that regularly generates questions because ofInternet chatter.” –Dr. Taylor

Expert insight on a FAQ

AEB.org/Foodservice is a valuable resource used by a multitude offoodservice operators. Since the beginning of the year, more than 40,000viewers have consulted the website.

In terms of promotion, information on the website is includedthroughout the foodservice communications program (print and digitalads, blogs, social media, press releases, printed materials, etc.).To keep viewers interested, constant refreshing and updating isundertaken. Several major revisions to the site have taken place so farthis year. These include:

• Addition of 30 new recipes/photos to the “Recipe” section• New publicity articles for the “In The News” section• Latest Quick Service Restaurant (QSR) and Breakfast-All-Day

research for the “QSR” and “Trends and Insights” section• Four Egg Safety video segments posted

in the “Egg Safety” section• Link to egg processing Webisodes posted

in the “Egg Products” sectionThroughout the year, the website will

continue to be monitored using variousevaluation criteria and new information will beadded so that it will continue to be one ofAEB’s best resources.

Website attracts foodservice operators

Q:A:

Microwaveable

recipes

Custom Imprint Dessert Cookbook

Twin-wire bound, full-color dessert cookbook features more than 40 taste-tempting desserts from bars andcookies to frozen custard andmeringues and much more. Packaged inits own envelope, each measure 5.5” H x8.5” W with tabbed sections. Personalizethe cover with your imprint and logo onorders of 100 or more.300 or more booklets .............$3.99 ea100 to 299...................................$4.49 ea25 to 99....................................$5.25 ea1 to 24....................................$5.99 ea

Imprinting on orders of 100 or more:Printed in black with your company name and address. 3 lines maximum. Total height for entire imprint is 3/4inch.100 cookbooks ................$50.00 Plus $9.95 for each additional 100 (or any part) thereafter.

Include your company logo for an additional $25.00.Send camera-ready, black-on-white copy of your logo. Maximum height: 3/4 inch.Order deadline is Friday, September 9, 2011

We will print only as many cookbooks as are ordered. If we do not receive enough orders to makethis offer cost effective, you will be notified.

For Office UseOrder No.______________

Date __________________

Cookbook Total _______

Imprint Charge _______Logo Charge_________Shipping & Handling Charge______Total________________

Please ship ______copies of the Eggsceptional Desserts Cookbook. I understandthat shipping and handling, applicable sales tax, and optional imprinting charges areextra.Bill to: Ship To:Company________________________ Company______________________ATTN:___________________________ ATTN:_________________________Address ________________________ Address_______________________City ____________________________ City __________________________State _________ Zip ______________ State _________ Zip ____________Phone __________________________ Phone ________________________Optional Imprinting Information PLEASE DO NOT Please check for orders of 100 or more ENCLOSE REMITTANCE.____Additional Logo & artwork is attached____Additional Logo, artwork, and exact copy AN INVOICE WILL 

are attached FOLLOW – SHIPPING AND____EXACT copy as I want it to appear HANDLING WILL BE ADDED.

is attachedSignature:_____________________________________ ___________________

AEB WILL NOT BE PRODUCING CALENDARS FOR 2012.

American Egg Board P.O. Box 738

Park Ridge, IL 60068Phone: 847.296.7043

Fax: 847.296.7007

November Delivery

Eggsceptional Desserts 2011

Site Week ofMSN 8/22/11 – 10/23/11Weight Watchers 8/22/11 – 10/23/11Meredith 8/22/11 – 10/23/11Wild Tangent 8/22/11 – 10/23/11HULU 8/22/11 – 10/23/11

Network TV NBC Today Show

Today Show Saturday Today Show Sunday

ABC America this MorningGood Morning America The View

CBS The Early Show I The Early Show II Saturday Early Show

Metro Various Morning Syndication TV Dr. Oz Rachael Ray The Doctors INT Custom DaypartCable TVAnimal PlanetCooking ChannelEntertainmentHallmark ChannelHGTV Lifetime Movie NetworkNick @ niteSoap NetworkTBS The Food NetworkTNTTVLandUSAWeather Channel

AEB Advertising Update

July - September TV Publication On SaleAmerican Profile 9/18Better Homes and Gardens 9/20Country Living 9/13Every Day with Rachael Ray 9/20Healthy Cooking 9/27- BonusParenting 9/13Redbook 9/13Relish 9/4Scholastic Parent & Child 9/19Taste of Home 9/27Woman’s Day 9/20Women’s Health 9/13Working Mother 9/20

July - September Online1

September MagazineDatesWeek of 8/29, 9/5, 9/129/3, 9/10, 9/179/4, 9/11, 9/18Week of 8/29, 9/5, 9/12Week of 8/29, 9/5, 9/12Week of 8/29, 9/5, 9/12Week of 8/29, 9/5, 9/12Week of 8/29, 9/5, 9/129/3, 9/10, 9/17Week of 8/29, 9/5, 9/12Weeks of8/29, 9/5, 9/128/29, 9/5, 9/128/29, 9/5, 9/12VariousWeeks of of 8/29, 9/5, 9/12Early Morning, Daytime including “Animal Zone” and “On the Wild Side”Early Morning, Daytime including “Everyday Italian,” “Emeril's Fresh Food Fast”Early MorningMartha Stewart, Original Lifestyle Block, Overnight Morning, Daytime, Prime Access, Primetime Lifetime Movies, Lifetime Movies Weekend Early Morning, Primetime Early Morning, Daytime Daytime Daytime including “Barefoot Contessa” and “30 Minute Meals,” Weekend including “In theKitchen 3”Primetime in the DaytimeEarly Morning, Prime Access, Prime, Weekend Early Morning, Daytime inlcuding “Burn Notice,” Primetime includes “Law and Order SVU”Early Morning including “First Outlook,” “Weekend View,” “Wake Up with Al,” and “YourWeather Today”

Eggs 101 goes to KoreaUSAPEEC Korea is translating AEB’s technical training videos on

egg products into Korean for distribution to approximately 80 to 100members of the Korean trade, hotels, restaurants, institutions, and

food manufacturers. The videos willalso be uploaded to the USAPEECKorean website.

Having AEB educational footage in Korean is an excellent way to showthat the U.S. eggs and productsindustry is advanced in their qualitycontrol management. Although sometraders, especially importers, arefamiliar with English, as required bytheir profession, it is stronglyrecommended to provide traders,targeted potential customers and foodmanufacturers with in-deptheducational materials in Korean toensure their proper understanding.

USAPEEC Korea is using footagefrom the Eggs 101 DVD and from

AEB.org and FunctionalEgg.org. AEB provided the footage from Eggs 101 to the Korean office, and translation is currently underway.

Scientific Advisory Panel meetingThe Egg Nutrition Center’s (ENC) Scientific Advisory Panel (SAP)

met in June to discuss potential research projects and one fellowshipto be funded for the upcoming year. The group, led by ENC’s Research

Director Dr. Don Layman,consisted of sevenprofessionals across variedareas of research includingprotein, obesity, diabetes,cardiovascular health andepidemiology.

Proposals were split upamong the team and thenpresented for discussion. Thegroup considered the projectsthat had sound research andthat met one of ENC’s

research pillars: cholesterol, protein, nutrient density or the additionaltopics of obesity, diabetes or physical activity.

The group then had a brainstorming session about whattopics/ideas would be a good fit for ENC in the future. Overall, it was avery successful meeting, and ENC will announce the grant awardeesshortly as this process now coincides with the academic year.

The SAP includes Jeff Blumberg, Tufts Univ.; Dan Hoffman, RutgersUniv.; Jim House, Univ. Manitoba; Doug Paddon-Jones, UTMB; SamKlein, Washington Univ.; David Heber, UCLA; and Gil Leveille,(retired). Their expertise provides valuable guidance to ENC.

Redbox resultsAEB’s recent promotion with

Walgreens and Redbox resulted in anincrease of more than 400 percent whencompared to 2010 sales data. Egg transactions nearly doubled duringthe promotion period to 513,533.

P.O. Box 738

Park Ridge, IL 60068

Return Service Request

On June 2, the USDA Center for Nutrition Policy andPromotion launched the “ChooseMyPlate.gov” meal pattern iconat a media event in Washington, D.C.

MyPlate is a replacement for the MyPyramid icon and framesdietary guidance in a very different way. TheChooseMyPlate.gov approach to healthy eating is to suggestthat each meal is an opportunity to consume a balanced intakeof nutrients from each of the food groups.

Although the plate visual offers a suggested proportionality, itis meant only as a version of healthy eating and can beindividualized for consumers’ needs and tastes. TheChooseMyPlate.gov logo is intended to be a reminder toconsider eating as a part of a healthy lifestyle.

The purple protein section of the plate represents lean proteinfoods like eggs; other examples of good sources can be foundon the site. Due to the current US obesity epidemic, all dietaryguidance recommendations must relate to the importance of low-calorie, low-fat intake. ChooseMyPlate.govsuggests that one egg a day should be made a part of everyone’s weekly choices while egg whites are a goodchoice in unlimited quantities.

ENC also participated in the USDA Strategic Partnership on July 19. By being a strategic partner, ENC cancoordinate its messaging with USDA’s and benefit from added credibility because of the association. ENC alsogains insight on USDA’s plans to communicate nutrition/health messages.

USDA’s MyPlate and eggs