The American Egg Board Is Tired of Playing Softball With You People

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.


Here’s something trivial and yet somehow sort of fascinating at the same time. The Guardian has an article today about the American Egg Board, which, as you might guess, is in the business of promoting the use of eggs. For example: “This year the politically connected AEB provided 14,000 eggs for the White House’s annual Easter egg roll and Ivy1 was photographed with President Barack Obama.”

That’s some mighty tasty PR—and perfectly legal. But although AEB is funded by the egg industry, its board members are appointed by the Department of Agriculture. This means it’s limited to promoting the awesomeness of eggs. Attacking other foods is forbidden, a restriction that specifically includes “any advertising (including press releases) deemed disparaging to another commodity.” The Department of Agriculture does not want to be in the business of sponsoring internecine wars between American producers of food (and foodlike) products.

But it turns out that the egg people have been concerned for a while about Hampton Creek, a Silicon Valley darling that makes egg-free products. You may have seen them in the news recently, when the FDA sent out a letter telling Hampton Creek to change the name of Just Mayo, their vegan mayonnaise alternative2—since, by definition, mayonnaise contains eggs. If there are no eggs, it’s not mayonnaise. The AEB lobbied for this, and they also tried to sign up bloggers and cooking celebrities to promote eggs. But did they actually engage in advertising that disparaged non-eggs? That’s harder to say. The smoking gun appears to be a section called “Beyond Eggs Consumer Research” in AEB’s contract with their PR company. Here’s the key sentence:

For example, research will, ideally, provide actionable intelligence on what attacks are gaining traction with consumers and which are not so as to help industry calibrate level of communications response (if any) to ensure a consistent response strategy moving forward.

This is….award-worthy biz-gibberish! I’m suffering twinges of professional jealousy just reading it. Big picture-wise, it gets everything right: it’s all but impossible to even parse this, let alone use it to prove that AEB was asking for attack ads against non-egg products. It’s a masterpiece of the genre.

So is anyone going to be able to prove that AEB has been illegally targeting Hampton Creek for destruction? Unless there’s more than this, I doubt it. They’ll just say that their “response strategy” was to fight back against egg-related misconceptions and highlight all the goodness that real eggs can deliver to the dining tables of hardworking Americans. And who will be able to say otherwise?

1That’s Joanne Ivy, AEB’s CEO and its 2015 Egg Person of the Year.

2It’s vegan, but don’t let that mislead you into thinking it’s necessarily healthy. As the FDA also pointed out, Just Mayo contains too much fat to be labeled “heart healthy.” It’s not much different from ordinary mayonnaise:

WE CAME UP SHORT.

We just wrapped up a shorter-than-normal, urgent-as-ever fundraising drive and we came up about $45,000 short of our $300,000 goal.

That means we're going to have upwards of $350,000, maybe more, to raise in online donations between now and June 30, when our fiscal year ends and we have to get to break-even. And even though there's zero cushion to miss the mark, we won't be all that in your face about our fundraising again until June.

So we urgently need this specific ask, what you're reading right now, to start bringing in more donations than it ever has. The reality, for these next few months and next few years, is that we have to start finding ways to grow our online supporter base in a big way—and we're optimistic we can keep making real headway by being real with you about this.

Because the bottom line: Corporations and powerful people with deep pockets will never sustain the type of journalism Mother Jones exists to do. The only investors who won’t let independent, investigative journalism down are the people who actually care about its future—you.

And we hope you might consider pitching in before moving on to whatever it is you're about to do next. We really need to see if we'll be able to raise more with this real estate on a daily basis than we have been, so we're hoping to see a promising start.

payment methods

WE CAME UP SHORT.

We just wrapped up a shorter-than-normal, urgent-as-ever fundraising drive and we came up about $45,000 short of our $300,000 goal.

That means we're going to have upwards of $350,000, maybe more, to raise in online donations between now and June 30, when our fiscal year ends and we have to get to break-even. And even though there's zero cushion to miss the mark, we won't be all that in your face about our fundraising again until June.

So we urgently need this specific ask, what you're reading right now, to start bringing in more donations than it ever has. The reality, for these next few months and next few years, is that we have to start finding ways to grow our online supporter base in a big way—and we're optimistic we can keep making real headway by being real with you about this.

Because the bottom line: Corporations and powerful people with deep pockets will never sustain the type of journalism Mother Jones exists to do. The only investors who won’t let independent, investigative journalism down are the people who actually care about its future—you.

And we hope you might consider pitching in before moving on to whatever it is you're about to do next. We really need to see if we'll be able to raise more with this real estate on a daily basis than we have been, so we're hoping to see a promising start.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate