Pairing Eggs with Veggies to Make Plant-Based Eating Easy and Approachable

Pairing Eggs with Veggies to Make Plant-Based Eating Easy and Approachable

July 31, 2019

Lately, plant-based eating habits are all the rage and consumers are looking for ways to add more plant foods into their daily lives. According to the IFIC Food and Health survey, half of consumers are interested in learning more about plant-based eating habits, yet 50% noted that meeting protein needs would be difficult in a plant-based lifestyle. Additionally, the CDC states that only 1 in 10 are actually meeting recommendations for fruits and vegetables and previous studies have cited “high cost, limited availability and access, and perceived lack of cooking/preparation time can be barriers to fruit and vegetable consumption.” So how can retailers support consumer desires to go “plant-forward” while meeting protein needs and addressing other barriers like cost and cooking? 

Enter eggs—neither meat, nor vegetable, yet equally adored by vegetarians and carnivores, alike. Versatile, accessible, easy to prepare, and cost-effective, eggs fit perfectly into any plant-based dish, allowing veggies to shine. In order to leverage this plant-forward movement and drive produce sales, consider retail strategies that use eggs as an approachable foundation for plant-based meals—a blank canvas perfectly complementing that summer produce color palette. 

Move over bacon, eggs and veggies are the new power couple in town

Inspire with a demo- Consumers want to buy more produce, but often don’t know what to buy or how to prepare it. Cooking demonstrations engage consumers in the shopping process and get their creative juices flowing. Eggs are quick and easy to cook and require little prep work, making execution a breeze. Plus, their versatility and neutral taste make it easy to pair with a variety of different seasonal vegetables across different cuisines, allowing for endless riffs so you can keep demos fresh and exciting. Try highlighting summer squash and tomatoes in this take on shakshuka. Or showcase how greens and cucumbers can elevate this Japanese twist on an egg salad sandwich. Prep seasonal veggies ahead and show consumers how to build a “kitchen sink” bibimbap bowl with a few ingredients, eggs, and any produce left in the fridge.  

Deliver on convenience- When consumers are tight on time, grab and go options are key, but typically fast food offerings are low on produce. Make it easy for consumers to meet their plant-forward goals and offer heat and serve options like frittatas or easily assembled meal kits that require the quick addition of eggs like a shakshuka, veggie hash, or bibimbap. 

Merchandise by recipe- So you see, eggs and veg are a perfect couple! But like any great romance, long distance often gets in the way, as the egg case can often be far removed from the produce section. Find a recipe that brings our power couple together and strategically place the ingredients together in a display near the egg case with a recipe card to boost consumer confidence.  

This is a sponsored newsletter article by the Egg Nutrition Center – the science and nutrition education division of the American Egg Board.  


  1. IFIC Food and Health Survey 2019