ARTICLE NEWS Introduction Marketing of Egg and Egg Products *Pranav Chauhan1, Vishal K.1, Jay Prakash Yadav2, Amit3, Sushobhit Kumar Singh3, Shyam Sundar Choudhary4 and Shiv Varan Singh5 1Division of Livestock Products Technology, 2Division of Veterinary Public Health, 3Division of Animal Reproduction,4Division of Medicine, 5Division of Bacteriology & Mycology, ICAR-Indian Veterinary Research Institute, Izatnagar, Bareilly (U.P.)-243122. Humans keep chickens primarily as a source of food, consuming both their meat and eggs. Chicken (Gallus domesticus) possess a long history, and showing variations while tracing its origin. Its use for food was evident during the Roman Empire which is credited with the development of breeds, especially for egg production (Elson,H.A.,2011). Worldwide cosmopolitan chicken egg production and consumption have shown remarkable, broad and comprehensive dynamics over the past two decades. Augmenting the production of laying chickens is an important objective in helping to meet the nutritional needs of growing populations in developing countries. These chickens are prolific, easy to raise and their output can be expand more rapidly and easily than that of other livestock. Furthermore, they are adaptable to various climates and altitudes. Poultry raising can often be combined with other types of farming and offers the possibility to raise extra revenue for farmers. The land and capital requirements to start a small enterprise are not great, yet farmers who market eggs on a regular basis have a valuable source of ready cash. Eggs provide an inexpensive and valuable source of nourishment. Weight for weight, an egg contains about the same amount of animal protein as pork and poultry meat, about three-quarters that of beef and two-thirds that of whole milk cheese. Eggs are an important and fundamental foodstuff for developing countries. It is not sufficient, however, to produce supplies at a reasonable cost. Arrangements must be made to ensure that the eggs reach the consumers. With increasing urbanization, eggs will need to be assembled, packed and transported in good condition to distant cities and distributed through retail outlets conveniently situated near consumers. Egg products are quick, hygienic, convenient, and 100% natural products. They represent a new way to consume eggs meeting the requirements of contemporary consumption. The term “egg products” refers to fresh eggs processed into liquid, dried or frozen eggs, according to stringent hygiene and safety standards. They are obtained from whole eggs, their various components or mixtures, after removal of the shell and membranes. Nature or with special formulations, liquid, dried or frozen, processed eggs are both high value-added products and a new mean for egg producers and investors to develop their sources of profit. Once processed, eggs are easier to preserve, transport, store and use. Not only are they practical, safe and healthy products, but they are also similar to raw eggs in flavor and nutritional values For egg processor to meet the needs of the market Egg products act as nutritional or functional ingredients and decline ad infinitum and always with a view of the best technico-economic ratios for the industrial user. Egg products are mainly intended to markets such as food industry, catering and artisans (bakers, caterers, etc.). Thus, the market evolution mainly depends on the new behaviors of the consumers and the demand of the intermediate users. Products which are obtained from different blends and components of eggs and are ready for human consumption are known as egg products. Egg products can partly be complemented by additives or some other food products. They can be found in different forms such as concentrated, crystallized, deep-frozen, liquid, solid, and frozen with a shelf life of three weeks. There are different types of eggs products available in the market which includes pasteurized liquid egg, pasteurized liquid yolk, pasteurized liquid white, dehydrated white, dehydrated egg, hardboiled egg, dehydrated yolk, and ready-cooked meals with egg as their main ingredient. As egg and egg products offers a source of protein to the consumers with the slightest environment impact is the major factor driving the growth of the market. Technology changes, government regulations are some of the factors contributing to the growth of the market. As the industry is continuously changing due to rising demand, increasing consumption and production of egg and egg products and technology advancement the market has huge growth opportunities in future. But, the insignificant growth in the international trade with some exceptions can act as a restraint for the market. Egg marketing A marketing channel is composed of a set of separate but interdependent organizations involved in the process of making a product available to consumers. The use of a marketing channel is convenient particularly when the producer does not have the time or financial means to carry out direct marketing. Intermediaries are usually able to make the product widely available and accessible because they are specialized and have experience and contacts. They also have a better understanding of the egg market. Intermediaries take the risks involved in marketing and also pay for the produce immediately. 78 February, <strong>2019</strong>
Poultry Punch 79