SAN FRANCISCO — The happy egg co., the free-range egg brand delivering the highest standards of hen welfare, today announces the transition of its executive management team. The new team was recruited specifically to take the company to its next phase of U.S. market expansion and industry growth. Since its launch in October 2012, the happy egg co. has achieved unprecedented success, rapidly becoming the most widely carried free range egg brand in the country, having pioneered the game changing humane egg production standards that make happy egg the leader in its segment. Today, the happy egg co. has more than 700,000 free range laying hens, has grown to more than $30 million in brand value and is sold in more than 7,500 grocery stores nationwide – making humanely raised eggs available to all consumers at affordable prices.
Effective today, the current happy egg co. leadership team, David Wagstaff, President and Chief Operating Officer; Jen Danby, Chief Marketing Officer; and Jon Hayman, Vice President of Operations, will be succeeded by Neil Turpin, General Manager; and Kristin Herzog, Chief Marketing Officer. David Wagstaff, Jen Danby and Jon Hayman will stay on for a period of time to ensure a seamless transition.
"Growing the happy egg co. from startup phase to the leading U.S. true free range brand brings me great personal and professional satisfaction," said David Wagstaff, President and COO of the happy egg co. "Since the beginning, the happy egg co. leadership team has been committed to hen welfare and implementing an industry model that supports higher farm animal welfare practices, sustainable farming methods and supply chain transparency. We've clearly established a platform for the most affordable humanely produced eggs available and, as a result, built an enviable customer base. With 20% sales growth year-to-date, the happy egg co. is currently delivering exceptional growth in the most challenging egg market for decades. Following five years driving this fast paced launch into the US and delivering strong brand growth, it is now the right time for a new team to continue driving the business forward. The new leadership team is poised to achieve success through the next phase of growth."
"The happy egg co. has been recognized worldwide for establishing new and groundbreaking animal welfare standards within the U.S. egg industry, which has been incredibly rewarding for our entire team," said Jen Danby, Chief Marketing Officer of the happy egg co. "As we enter the next phase of business growth, we look to the new U.S. based leadership team to continue to drive our true free range proposition forward so affordable, humanely-raised eggs are accessible to more consumers than ever."
Neil Turpin is a veteran of the food and beverage industry and will lead the happy egg co. in its next phase of growth. He will assume David Wagstaff's position as the business visionary and will set the strategic direction for the company. The happy egg brand will look to continue to aggressively build on the amazing platform created by the outgoing management team through delivering and driving further operational efficiencies, investment in brand and shopper marketing programs and supporting point-of-purchase consumer activity, while driving growth of the happy egg co. in the egg category.
"Looking back at the happy egg co.'s growth, it is clear that the efforts lead by David, Jon and Jen have impacted our consumers and the industry significantly," said Neil Turpin, General Manager of the happy egg co. "David is a pioneer, an innovator and a true thought leader in the business and I am honored to now be at the helm and taking the happy egg co. on a new phase of its business. I look forward to driving the business forward and appreciate the hard work and dedication that the outgoing team have demonstrated for the happy egg co."
As Chief Marketing Officer of the happy egg co., Kristin Herzog will drive expansion of the happy egg co. in the U.S. market by leading all brand marketing initiatives, including strategy, product and integrated marketing campaigns. She will oversee advertising, public relations, digital media and shopper marketing, and continue to serve as liaison for suppliers, business development partners, customer service and key retail partners. Kristin's primary objective in this new role is to educate consumers on the definition of what it means to be true free range, and ensure that happy egg co. continues to ensure and communicate that its hens are receiving the highest standards of animal welfare.
"The egg industry is tricky in that consumers will always face confusion at the grocery store. However, seeing how much consumer behaviors and knowledge of food has shifted over just the past year, it's evident that this is in result of the communication and marketing strategies that Jen and her team have led here at the company," said Kristin Herzog, Chief Marketing Officer of the happy egg co. "Happy egg has demonstrated that there is a need for consumer education in the industry, and the team has tackled and accomplished so many achievements with ease and poise. I couldn't be more pleased to carry on the work that Jen has spearheaded during her time here at the happy egg co."
For more information about the happy egg co. and their new team, please visit www.thehappyeggco.com.
About the happy egg co.
The happy egg co. operates under the highest standards of hen welfare and egg processing as the only free-range egg brand certified by the American Humane Association. The happy egg co. hens enjoy the freedom of the outdoors, spending each of their days under the sun, frolicking through acres of open space, socializing and flapping their wings. With access to more than eight acres of open pasture and nutritional feed and care from expert family farmers under the direction of Andrew Joret, the International Egg Commission's 2013 "International Egg Person of the Year," the hens are able to exhibit their natural behaviors and live more contented lives. The happy egg co. won Best New Egg in the 2014 Better Homes and Gardens Best New Product Awards.
Source: the happy egg co.