The Rural Enterprise Award seeks to champion those who have made significant contributions to both the community and the economy in which they operate.  As the winner of the category, the Woodland Eggs brand was deemed to have demonstrated innovation, flair and management in taking a concept through implementation to success.  

 
The brand was launched  following feedback from free-range egg producer, John Widdowson, on the behavioural benefits of a tree planted environment for hens.   Chickens are descended from jungle fowl and are therefore instinctively much happier spending time in the shade of trees and hedges, dust bathing and foraging as their ancestors did.

Since then the brand has formed a successful partnership with The Woodland Trust and to date has raised more than £100,000 for the charity thanks to 1p donations on selected pack sales. This funding has secured the future of 115,000 sq metres of native woodland across the UK.

Furthermore, to expand the range, nearly a million trees have been planted on Woodland Farms across the country. This ensures hens can enjoy the shelter and protection trees provide and allow them to display the characteristics of their jungle fowl ancestors.

 

"The Sainsbury's Woodland Eggs Scheme from Deans Foods is a great example of co-operation within the food chain and a worthy winner of the Rural Enterprise of the Year Award, sponsored by Aubourn Farming. From an original farmer idea, a brand that is growing and growing has developed. This is good for the farmers involved, for Deans Foods, Sainsbury's, its shoppers and, vitally, for the environment. It is this type of initiative that will mean that British farming will thrive in the future," says Cedric Porter, editor Farm Business magazine, organisers of the 2006 Food & Farming Industry Awards.

Simon Twigger, Director of Fresh and Convenience Foods at Sainsbury’s, said, “This is a great achievement and one of which we are all very proud.  We, like our customers, are committed to animal welfare and the biodiversity of the UK, so it’s fantastic to be recognised for that by this prestigious award.”

 

Peter Dean, Chairman of Deans Foods Ltd, said, “The Woodland brand has come a long way in just three years since John Widdowson`s feedback on the benefits of a tree planted environment for hens. Today we now have nearly 50 Woodland farms spread across the country and Sainsbury’s has committed to convert all own label free range and organic to the Woodland range by Easter 2007. Sainsbury’s commitment to free range egg production and Woodland Trust support and advice has delivered a thriving brand fit for the future.”  

Sue Holden, Chief Executive of the Woodland Trust Adds, “Congratulations to Woodland Eggs for winning the Rural Enterprise Award. The partnership is very important to us - helping to fund important tree planting projects throughout the UK. It’s a shining example of how organisations can work together in a very positive way.”