3 top tips for marketing eggs from the farm gate

Since being crowned Farmers Weekly 2020 Poultry Farmers of the Year, Jim and Anne Smillie have received recognition from an important customer, the local council, and even been congratulated by the Scottish government.

The accolades are well deserved. The couple have spent the past 25 years carving out an impressive egg round, which they serve from their home farm close to Mauchline, East Ayrshire.

Jim and Anne Smillie © Angus Findlay

See also: Farmers Weekly Awards 2020: Poultry Farmer of the Year

While most who enter free-range egg production focus on farming and let an egg packer market the eggs, they have always kept a hand in every part of the process, a tactic that has proven successful.

Today, Corrie Main Free-Range Eggs comprises a 26ha farm with a capacity of 21,000 birds split into six small multi-age flocks, with one satellite packer close by with a further 8,000 birds.

Anne and Jim share the three guiding principles behind their profitable business, which is able to support them, the next generation and local staff.

1. Grow sustainably and manage supply

“We started with 800 hens and didn’t expand until we were sure we could sell eggs from those 800,” explains Anne. “Our egg round has been built up over the years – it’s not been easy.”

Having smaller, multi-age flocks allows the business to be more reactive to the market and ensure a year-round supply.

The farm can keep a flock on if demand is good, deplete earlier if the market is not so strong and, as they are only buying pullets in small numbers, it’s usually relatively easy to order as and when needed.

2. Maintain a margin at all times

When the pair got started there was already a farmer with an egg round, but they chose not to try to compete on price. “We decided we had to make a margin from day one, or there wasn’t any point producing eggs.

“We can run with a smaller fire, as long as what we are producing is making a margin and we’re not losing money.”

3. Put customers first

“If there is ever a problem, we will deal with it immediately,” says Jim. “All our customers know us by name, and we’re approachable.”

They deal with hundreds of shops, schools, catering companies and restaurants personally every week, with Anne usually the one at the end of the phone.

And going the extra mile is critical, says Anne. One recent example was an out-of-the-blue order on Mother’s Day to supply a new shop opening in Glasgow. The farm was able to send a van up with an egg order that evening.

The farmgate sales area is kept clean and tidy, and the family are on hand if any customers need help – or even just a chat about the number of double-yolkers in their last pack.