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18 April 2011

Good eggs

Good eggs

National supermarkets are selling Easter eggs with the real Easter message on them this year thanks to a campaign proving demand. With only a few days to go until Easter weekend, buying ethical eggs with the Easter message on them is now possible with Morrisons, Waitrose, Co-op and north-west based store Booths stocking the Real Easter Eggs in their bigger stores around the country.

With more than 80 million Easter eggs sold each year and previously none explaining the meaning of Easter, founder of the Manchester based Real Easter Egg company David Marshall, wanted to make sure that consumers had a choice

"I decided to prove that people would not be afraid to buy an Easter egg that mentioned Jesus on the box," he says.

Following difficulties with product name rights and supermarkets uninterested, the Traidcraft Foundation took the idea of the eggs on board, and David started to set up the product as something that could be bought on mail order.

After church schools, churches and individuals were asked to place early mail orders, more than 70,000 orders were placed in October last year, and demand for the egg was proved.

Backed by the Bishop of Manchester, the Rt Revd Nigel McCulloch, Archbishop of York and other church leaders the campaign received national attention including reports in the BBC, The Guardian and Daily Mail. 

Dame Judi Dench, Sir Ben Kingsley and a host of Coronation Street stars also supported the egg and the product is now the biggest mail order egg in the UK.

David wanted to make sure that profits were ploughed back into charitable projects that symbolised the Easter themes of hope and new life. Ten per cent of the profits made will be donated to Baby Lifeline and 30p from each egg will be donated to Traidcraft Exchange - a development charity supporting small scale farmers.

Judy Ledger from Baby Lifeline said: "The money the egg donates will go to support the care of thousands of pregnant women and newborn babies in the UK, helping to supply maternity and special care baby units with vital equipment."

Sales are showing a healthy increase this Easter, with independent shops and cathedrals also stocked and Traidcraft supporters ordering thousands of the fairly traded chocolate eggs.

For more on the Real Easter Egg company and to find where your nearest stockist is go to www.realeasteregg.co.uk