Somerset free range egg producer, Blackacre Farm Eggs, has rebranded to become The Traditional Free Range Egg Company, as of August 1.
Owners Dan and Briony Wood have made this change, as they feel that it better represents their commitment to ensuring a sustainable future for small independent family-run farms, using the traditional flat deck production method.
Following widespread public support for its No Multi-Tier Here educational campaign earlier in the year, Dan and Briony believe that the rebrand symbolises their support for those farmers still using methods that can be traced back to the roots of free range egg production. Positive feedback from the campaign suggests that many consumers will opt for eggs produced using traditional flat deck methods, rather than those from huge multi-tier sheds.
The new brand will be rolled out across the entire product range.
Dan Wood, managing director of The Traditional Free Range Egg Company, said: “It feels like a big step to change our name after 36 years, but with the industry changing at a rapid rate we felt that the time was right to draw a line in the sand and show our support for traditional family-run farms before they are lost forever.
”Quite simply, we believe that farmers who go above and beyond to produce exceptional quality eggs have every right to differentiate their products from those that are mass produced. The knowledge and experience of these farmers is second to none, something we think is too special to lose, so The Traditional Free Range Egg Company is absolutely committed to helping them survive and ultimately thrive.”