Eggs are an essential low-cost protein for millions of our customers across the region, making them a particularly price-sensitive everyday food item. To address this need, we have been selling 100% cage-free and free-range eggs under our exclusive Meadows brand since its launch in 2021. To date, we have successfully launched six SKUs of cage-free and free-range eggs in our stores, making sustainable and responsible options more affordable for our customers.

Additionally, we have continued to scale production while partnering with animal welfare organisations, including the Humane Society International (HSI) and our suppliers, to improve the welfare of laying hens that produce eggs for our Meadows brand cage-free and free-range eggs. Collaborating with HSI, we developed strict DFI prerequisites for our cage-free eggs in conjunction with industry standard production audits and certifications. Today, all Meadows cage-free egg suppliers follow these DFI-recognised certification standards.