The story: NestFresh, the 24-year-old egg company built on a family’s belief that all — from hens to humans — benefit when businesses do right, has updated its packaging on every variety of NestFresh eggs to show its continued concern for animal welfare.

The new packaging design follows suit with the company’s commitment to focus on the heart of the brand: the hens. NestFresh receives its eggs from hens at small family-owned farms across the U.S., and the vegetarian-fed hens are never exposed to hormones, antibiotics or harmful chemicals. The company is consistently assessing its farms and practices, and improving wherever possible.

The redesigned packaging is hitting shelves now and can be seen wherever NestFresh eggs are sold nationwide.

The challenge: With California Proposition 2, or the Standards for Confining Farm Animals, becoming effective January 1, 2015, NestFresh took the opportunity to update its packaging to show its ongoing support for the positive treatment of animals.

The state statute prohibits the confinement of farm animals in a manner that does not allow them to turn around freely, lie down, stand up or fully extend their limbs, and it is an operational standard that NestFresh has aligned with since the founding of the company.

NestFresh eggs are certified cage free and include products that are Non-GMO Project Verified as well as pasture raised. The brand’s line of cage-free eggs was the first nationally distributed egg line to receive the Non-GMO Project Verified seal from the Non-GMO Project and to offer liquid and dry egg products that are also Non-GMO Project Verified for retail, food service and manufacturing.

The farms producing the free-range, non-GMO eggs undergo an extensive process to ensure the feed given to their hens fits the high standards set by the Non-GMO Project. Each farmer involved in raising NestFresh hens is diligent about the land and animals under his or her care and follows strict animal welfare standards set by NestFresh. This ensures the hens produce the best eggs possible, and consumers can then take home cartons of healthy, pesticide- and GMO-free eggs.

The brand hopes that this refreshed packaging will communicate the company’s leadership in the movement for increased humane practices of hens across the country.

The solution: Previous NestFresh packaging showed the iconic mountains of Colorado, the company’s birthplace. The new package design puts the brand’s hens in the spotlight.

Several of the new labels showcase photos taken at NestFresh farms across the U.S., incorporating  the cage-free barns and natural living conditions the hens enjoy every day.

Further, labels on the 100 percent recycled material, recyclable and compostable cartons show the free-range hens in beautiful outdoor areas on the farms. This not only helps to tell the company’s story, but it also works to establish NestFresh’s place as an advocate in the movement for animal welfare.

The brand’s packages also now feature a California Shell Egg Food Safety Compliant stamp. The CA SEFS Compliant marker means the products satisfy Proposition 2’s requirements.

The company states: “With increased product awareness about humane animal treatment and Proposition 2, we’re hoping to communicate our leadership in this movement, and showcase the hens and their environment as the center of our industry.” 

1. The new packaging features several of the brand’s earned seals and markers to inform and educate buyers. The eggs have received the Non-GMO Project Verified seal from the Non-GMO Project, a nonprofit organization that seeks to help consumers make informed choices. NestFresh has also placed the CA SEFS Compliant marker on the pack — a stamp highly desired by California grocers since Proposition 2 has gone into effect.

2. NestFresh’s hens, with their ability to move about freely, are now the stars of the brand’s labels. The cage-free animals are treated as humanely as possible; the company believes happy hens translate into healthy humans. 

 3. The new labels are applied to cartons made from 100 percent recycled fibers. The cartons are both recyclable  and biodegradable.