Today's egg category is breaking more than shells. Displays are filled with a record-setting number of new options, ranging from organic and free-range, to shell-dated and value-added. Dairy department managers see eggs in a new light, thanks to aggressive efforts by producers and commodity groups like the American Egg Board to rehabilitate and reposition eggs as healthy for consumers and wealthy for retailers. Eggs increasingly are seen as a product that's not only profitable, but also one ...

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