The International Egg Commission (IEC) is launching a new global initiative that aims to promote the reputation of the egg on an international scale.

Vision 365 is a 10-year plan to accelerate global average egg consumption to 365 eggs per person, per year. According to IEC, supporters of the campaign aim to tell the egg industry’s story and build the reputation of the egg based on scientific fact. The ultimate goal is to position eggs as an essential food for health.

“Given their incredible nutritional value and significant environmental credentials, eggs are a natural solution for many of the challenges we face as a society today,” said Suresh Chitturi, IEC Chairman. “We, as an industry, know this and we need to ensure that the rest of the world knows it too, by uniting and telling our story."

"Vision 365 will enable us to do that, positioning the egg industry as a global leader in sustainable protein production," he added.

The initiative will feature global communications that promote the nutritional value of eggs. It will also include increased outreach to key inter-governmental organisations to inspire progress. The programme itself is being spearheaded by the IEC.

“This initiative has great potential to transform the reputation of the egg around the world, and we need the industry’s help to make our ideas a reality," said Chitturi. "With increasingly differing opinions on what is good for our health and environment, now is the perfect time to promote the power of the egg as an affordable, nutritious, and low impact food source.”