Following years of decline the egg industry can finally show an annual increase in sales for the first time in recent memory. The 2% rise in 2000 over 1999, revealed in the 2000 British Egg Market Review, based on Taylor Nelson Sofres figures for the 12 months ending January 7, is seen as a watershed for egg sales. It follows major investment approaching £12m by the industry in both the Lion Quality egg Code of Practice and heavyweight marketing activity. During 2000, Lion egg sales rose 10% on 1999. Reinforcing the sales figures is MAFF National Food Survey Data which shows in-home consumption has grown by 5% per person per week. Advertising drove awareness of the Lion mark up to 82% from 59% in 1999 and contributed to better consumer understanding of the food safety benefits offered by Lion Quality eggs. Organic eggs rose 30% in volume, albeit from a relatively small base. Caged eggs, accounted for 60% of all retail sales. {{M/E FRESH PRODUCE }}