Cracked: The True Price of Eggs | Viva!

Cracked: The True Price of Eggs

Easter action to expose egg cruelty

Release date: 
Wednesday, April 20, 2011

Members and supporters of Viva! will be holding awareness raising events across the country this Saturday (23 April) with eye-catching displays to highlight what they believe is cruelty inherent in the UK egg industry.

They will be illustrating that up to 40 million male chicks get killed because they are the wrong sex to lay eggs, and the wrong breed to go to meat production. The practices exposed in the British egg industry during undercover investigations by Viva! earlier this year showed male chicks being carried on a conveyor belt to be gassed or thrown by hand into a mincing machine (called a macerator).

Demonstrators will be sporting striking placards with simple messages each describing the short lives male and female chicks are condemned to, and handing out leaflets and information to the public in an attempt to raise awareness of the issues in egg production.

Justin Kerswell, the group's campaign manager says: “Viva! has lifted the lid on the secretive British egg industry and we were very upset by what we found. Forget the pastoral pictures on supermarket egg boxes. We uncovered scenes of confinement, mutilation and early death, which is why we have decided to stage these peaceful events.

The Day of Action, being marked by many groups nationwide and is part of Viva!'s Cracked campaign.

“Easter is a time for new life and shops will soon be adorned with images of adorable, fluffy little chicks. Sadly, most people do not know that the egg that they put on the morning table plays a part in the deaths of up to 40 million infant animals a year - and that hens suffer too; both in intensive and many so-called free range systems. We hope the event will help raise awareness of this.

The group are promoting a vegan diet as the best way to end cruelty to animals.

For more information (and to view the group's undercover footage) visit or call Justin Kerswell on 0117 944 1000.