Since taking over Eggland's Best in 1996, Charles Lanktree has made it his mission to invent a better chicken egg. He has fought the public's perception of eggs as nutritionally suspect by feeding his flocks high-quality feed and producing studies showing that Eggland eggs are healthier than their rivals. "We knew consumers loved eggs, but we also knew they wanted a better tasting and more nutritious egg, so we created that," he says. "Understand the perception, and change the reality."

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