Case Study: United Egg Producers maintains trust and clear communication during avian flu with Look East PR

United Egg Producers keeps egg sales steady during avian influenza with Look East PR

United Egg Producers faced a significant challenge when the 2015 avian influenza outbreak devastated poultry flocks, resulting in the loss of 48 million birds and causing widespread concern over egg supply and prices. The emotional and economic toll on farmers was immense. Look East PR provided the customer with full-service communication support to address this crisis.

Look East PR implemented a comprehensive response plan, serving as the media point of contact and coordinating with multiple organizations to ensure consistent messaging. They developed materials for farmers, managed media inquiries, and hosted conference calls for industry updates. As a result, Look East PR secured factual coverage in major outlets like the New York Times and helped consumers understand the crisis was an animal health issue, not a human food safety concern. This consistent communication ensured egg sales remained stable throughout the outbreak.

United Egg Producers