“Fix the Label” – SAFE challenges misleading cage egg marketing

January 21st, 2025

Animal rights organisation SAFE is urging the Commerce Commission to enforce honest egg labelling after polling shows most Kiwis don’t realise ‘colony-laid’ eggs come from caged hens. Currently, all New Zealand cage egg brands omit the word ‘cage’ entirely from their packaging, using vague and confusing terms like ‘colony’ or ‘colony laid’ instead.

Correction Notice – May 23, 2025
We have identified miscalculations of the statistical data presented in paragraph five of our original media release dated 21st January 2025. The original media release stated ‘86% New Zealanders did not understand ‘colony laid’ eggs are from caged hens. Three quarters of Kiwis (74%) agreed this labelling is misleading’.

In the interest of transparency, the original media release remains available through our website; however, we ask that readers refer to the corrected version of paragraph five provided below:

SAFE’s concerns were founded after polling revealed a shocking 84% of New Zealanders did not understand ‘colony laid’ eggs are from caged hens. Three quarters of Kiwis (72%) agreed this labelling is misleading.

The True Cost of Dairy

Right now, throughout Aotearoa, thousands of newborn calves are being taken from their mothers, trucked off in the cold, and killed. Branded as disposable by-products of the dairy industry, they are fragile, voiceless, and deserve so much more.

Your compassion today can create a future where every animal is valued.