Happy Egg on Tuesday said it merged with Egg Innovations, a supplier that specializes in regenerative products, as the free range and organic egg producer looks to advance innovative and sustainable farming practices.
The transaction gives Happy Egg key resources including a feed mill, increased organic egg supply and a dedicated packing and distribution center, according to a news release. Financial details were not disclosed.
“With Egg Innovations, we will continue to push the boundaries of what consumers expect in egg farming — delivering innovation such as pasture-raised and regenerative practices,” Happy Egg CEO Alex Worley said in a statement. “This moment represents a significant step forward in bringing even more Americans quality eggs.”
Egg Innovations has been at the forefront of sustainable practices in the egg industry, becoming the first in the U.S. to commit to pioneering in-ovo sexing technology, which provides a more humane solution to conventional industry practices of culling male chicks.
Happy Egg is the largest free range brand in the United States, according to Nielsen. The Rogers, Arkansas-based company has more than 100 family farms across the Ozarks and the Midwest that raise eggs known for their vibrant, orange yolks.
The egg producer over the past few years has faced some pushback from consumer and animal welfare groups, who claim Happy Egg's free-range claims amount to "greenwashing."
Last month, the People for the Ethical Treatment of Animals submitted a complaint to the Federal Trade Commission arguing the company's animal-raising claims amount to false advertising.
