The Woodland Egg brand, developed by Noble Foods and sold exclusively at Sainsbury’s, has scooped the Business in the Community (BITC) Big Tick Award for Cause Related Marketing.

The award seeks to celebrate companies who demonstrate publicly their brand values and use their marketing to raise awareness of key social issues. In winning the Big Tick Award for Cause Related Marketing, the Woodland Eggs brand was deemed to have made a significant contribution to both the community and the economy in which it operates.

The winners were announced yesterday, Thursday 14 June, at an awards dinner hosted by Stephen Howard, Managing Director of Business in the Community, at Kelham Hall, Newark.

One hundred and thirty four Noble Foods producers now supply Woodland Eggs to Sainsbury’s. The initiative was launched in 2004 following feedback from free-range egg producer and Noble Foods producer, John Widdowson, on the behavioural benefits of a tree planted environment for hens. Chickens are descended from jungle fowl and are therefore instinctively much happier spending time in the shade of trees and hedges, dust bathing and foraging as their ancestors did.

John Widdowson says: "I still get a real thrill when I go into a Sainsbury's store and see Woodland Egg packs knowing I was involved in creating the brand for Noble Foods. My hens certainly benefit from the woodland environment and the work of the Woodland Trust secures the future of native woodland for all."

Noble Foods has formed a successful partnership with the Woodland Trust, the UK’s leading woodland conservation charity, and to date has raised more than £130,000 for the cause thanks to 1p donations on selected pack sales. This funding has secured the future of 150,000 sq metres of native woodland across the UK, a crucial step as the UK is currently one of the least wooded countries in Europe, with just a 12% woodland cover.

Noble Foods has been planting trees on more than 130 farms since 2004, in order to ensure Woodland Egg laying hens can enjoy the shelter and protection trees provide and allow them to display the characteristics of their jungle fowl ancestors.

Producers also benefit from the brand by being members of the Federation of Woodland Egg Producers, which aims to forge closer links with Noble Foods, Sainsbury’s, the Woodland Trust and the farmer producers. All woodland farmers receive a price premium, to support the cost of the additional welfare standards. Noble Foods supports the producers by paying for the tree planting and ongoing maintenance.

Michael Kent, Chief Executive of Noble Foods comments, “ I am delighted that the Woodlands Egg brand has been awarded the Big Tick. This is endorsement of the uniqueness of the brand and what it stands for. We are continuously looking at ways of adding value to everyday Egg products which benefit both the environment and the community. This is a great example of what can be achieved when working in partnership with producers, retailers, suppliers and the Woodland Trust”

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