Following the work of Fearne and Dedman (2000), the role that supply chain partnership for retailer quality labels is playing and could play in a near future should be analyzed.
Quality labels considering the implementation of food safety requirements more demanding that the one established for food safety official regulations could be an option.
Lion Quality mark is a well known example of this strategy.
But differentiation on food safety is not easy to communicate to final consumers without causing counterproductive effect on demand.
Another strategy is differentiation on commercial quality or innovation oriented to enhance the health-promoting or diseasepreventing properties of consumption eggs. For these strategies, high levels of food safety are a prerequisite.
Product certification schemes linked to supply chain partnerships could contribute to support these differentiation strategies.
In this context, Lean Production initiatives would be crucial for reducing lead times in order to market fresher eggs than competitors.
Likewise, Lean Supply Chains could market these higher quality or functional eggs at prices more competitive that other egg supply chains not adopting this paradigm.