Free reign over free range? The regulations of free range eggs in New Zealand

New Zealanders are among the highest egg consumers per capita in the world. Approximately 3.4 million hens produce more than one billion eggs every year, the majority of which are produced in conventional cages. In recent years there has been a shift in consumer attitudes which has resulted in an increase in the demand for free range eggs. A trip to any supermarket reveals the premium consumers pay for free range eggs, compared with cage eggs. This paper analyses the regulation of free range eggs in New Zealand, focusing on how the regulation affects consumers. Most consumers choose to purchase free range eggs for ethical reasons believing that the hens enjoy a better standard of life. However unfortunately this is not always the case. The current regulation is fragmented and flawed which is allowing egg producers to deceive consumers. When it comes to free range eggs consumers are forced to rely on the honesty of producers as it is impossible to detect deception. This paper advocates for regulation reform through labelling. The introduction of an enforceable labelling standard is advocated for, which would hold producers accountable for their carton claims and ensure consumers are able to make informed product decisions