March 28, 2024/Midnight
Erie, PA.– Last weekend, The Ordinary, a minimalist skincare brand launched an unconventional campaign: selling eggs for $3.37 per dozen. The move quickly gained significant attention and debate.
In early 2025, egg prices began to soar as a widespread bird flu outbreak swept across the U.S. This bird flu outbreak emerged last December, and millions of livestock– primarily egg-laying chickens – have been killed on farms in an effort to contain the disease. The sharp decline in egg-laying hens has led to an egg supply crisis.
According to Trading Economics, U.S inflation increased by 3% in January, adding to the cost faced by farmers. This surge in production expenses, coupled with the ongoing supply shortage, has sent egg prices to a sudden and unexpectedly high level.
In February, egg prices soared to record highs, even as inflation dropped by 0.2%. According to the U.S. Bureau of Labor Statistics Consumer Price Index, the average price of eggs surged to $5.90 per dozen. In response to the climbing prices, Trump’s administration implemented a series of measures to stabilize the costs.
The U.S has almost doubled imported eggs from Brazil, South Korea, and Turkey to meet the demand of processed food manufacturers while prioritizing fresh domestic egg for consumers. The U.S. Department of Agriculture (USDA) has proposed a $1 billion plan to regulate the egg prices in the market, help farmer to rebuild their operations with new livestock, and develop effective vaccine for the disease.
By March, the government successfully curbed the rise in egg prices. The USDA reported that the price of eggs from wholesalers has dropped to $4.15 per dozen. However, consumers may not immediately feel the price drop at grocery stores, with some retailers even raising prices. This is due to efforts to recover losses from previous weeks. The USDA has stated that it is uncertain when customers will begin to see the reduction in prices.
In New York City, people can witness the price gaps. At Walmart or Costco, a carton of eggs is sold for $4 – $5, while at grocery stores like Fairway Market, Trader Joe’s or Whole Food Market, prices can range from $6 to over $10 per dozen.
The Ordinary’s New York City stores showcased remarkable creativity with its campaign. While it may have been driven by marketing goals, the initiative provided real relief, offering eggs at an affordable price for many consumers struggling with skyrocketing prices. This unexpected move not only generated buzz but also helped those in need access a basic staple.
The Ordinary is only one of many organizations that hold egg giveaways for those who are in need. Last Friday, hundreds of New Yorkers lined up in Brooklyn and Queens to get free eggs from FarmerJawn, a 128-acre farm in Pennsylvania.
“We’re doing this egg giveaway because, as food producers, we believe it’s our responsibility to support the communities that support us.” FarmerJawn said. “Food is medicine, and everyone – especially the often-forgotten middle class – deserves access to it.”
