Helpful Hens™

Regenerative farming practices foster resilient ecosystems and boost profitability for farmers. Nurturing egg-laying hens in their natural environments through regenerative practices ensures a steady output of healthier, tastier eggs. Each step toward sustainable farming leads to stronger vegetation, driving positive change for plants, animals and the planet.

Helpful Hens^™—an Egg Innovations brand-embraces this concept and raises the bar for humane poultry husbandry through innovative practices.

It helps tend the land by aerating farmlands and replenishing topsoil through livestock. Rotational grazing and careful land management methods promote biodiversity, enrich soil health and sequester carbon. Its chickens, raised in their natural habitats, engage in regular behavior like grazing on cover crops and tilling the soil surface, fertilizing the land in the process.

Egg Innovations, its parent company, is the largest producer of 100 percent free-range and pasture-raised eggs. It works with over 100 family farms encompassing over 1,000 acres of pasture land dedicated to egg-laying hens.

To fulfill its vision of creating a better world for plants, chickens and people, Helpful Hens^™ adopts a holistic approach. It takes into account the natural features of farmlands when making decisions, ensuring harmony between its operations and the environment and leaving a transformative impact on people’s lives.

“When I founded Egg Innovations as an extension to my family’s farm, I did not have the slightest idea how it would change the egg industry, but I was committed to be that change. Today, Helpful Hens^™ is benefiting plants, chickens and people on farmlands across America. This is a direct result of the decisions we have taken over the years by considering the natural features present on our pastures,” says John Brunnquell, Ph.D., CEO and president of Egg Innovations.

Grounded in scientific rigor, the team at Helpful Hens^™ conducts numerous soil studies to understand the nutrient composition in the pastures. Analysis of the different soil types determines the next course of action to improve the content and impact the water table. It also performs rainwater stimulations to compare the runoff of topsoil at its farms with that of conventional pastures. The tests have shown that soils restored through cover crops hold more moisture, supporting plant growth and restoring vital ecosystems. A research framework of this grade helps drive continuous improvement in ecological regeneration and sets the standards for each farm.

Helpful Hens’ ethically produced eggs have gained increasing attention since the brand’s launch. Its premium eggs are supplied through retail stores across the U.S. In recent times, studies have indicated a 120 percent jump in the popularity of free-range and pasture-raised eggs. The quality of the eggs it brings to the market is a testament to the rise in interest among consumers. The vibrant yolks of its eggs have become a social media sensation, with numerous consumers sharing their experiences on Instagram.

Brunnquell, a third-generation family farmer, completed his Ph.D. in avian ethology at the University of Kentucky, where he focused on the study of natural chicken behavior. His vision to stay away from conventional cage-raised practices and produce organic eggs through quality hens nurtured in regenerative farms led to the launch of Egg Innovations. His research has resulted in patents for both fat and cholesterol reduction in shell eggs.

Egg Innovations recently partnered with Natural Grocers, the first major U.S. grocery chain to offer an exclusive free-range egg supply chain. Seeking to broaden their product range, the client introduced a variety of Egg Innovations regenerative-certified eggs. The collaboration resulted in a feature on Natural Grocers’ annual environmental, social and governance report, highlighting the positive impact of its sustainable farming practices.

Egg Innovations plans to utilize the Helpful Hens^™ brand as the vehicle to introduce its newest ethical commitment to egg consumers nationwide by 2025. Recently, Egg Innovations became the first company committed in the U.S. to utilize the in-ovo sexing technology, eliminating male chick culling. Presently, this technology is only available in Europe. As the continuous leader in animal welfare within the egg industry, Egg Innovations is determined to be the catalyst for eliminating chick culling within the American egg industry. The quality of its products is one of the many reasons Helpful Hens stands out in the market. Its excellence in packaging design adds value to the brand, which helped it earn the prestigious silver Dieline trophy in 2022. With its holistic approach, it continues to emphasize the interconnectedness of sustainable farming practices, quality products and a healthier planet. It remains the preferred choice for clients seeking free-range and pasture-raised eggs while serving the greater good and benefiting the planet.