Eggscelent Communication: Why Sunny Queen Farms has everyone talking
From local farmers markets, to becoming one of the most well-loved food brands in the country, Sunny Queen Farms has spent over 80 years perfecting the art of the Australian egg. What began as the Queensland Egg Board in 1930 has evolved into a national icon, yet it remains deeply rooted in its heritage.
As Jessica Street, National Business Manager, reflects, “Sunny Queen Farms was formed by multi-generational farming families, many of whom still work in the business today. From humble beginnings at market stalls, to being ranged in all Woolworths stores across the country, we are proud to work closely with Aussie farmers to produce delicious, high-quality eggs and egg products every day.” This journey, from farm to national stage reached a high point recently when the team was named Woolworths’ Chilled, Bakery & Deli Trade Partner of the Year for 2025.
;)
;)
;)
While the brand is famous for its “smiley-faced eggs,” the recognition from Woolworths was specifically anchored in something less visible, but far more critical: exceptional communication. In the world of fresh produce, the unpredictability of nature is a constant factor, and Sunny Queen has made proactive dialogue their primary tool for managing it. Jessica explains that, “With eggs being a natural product, supply and demand are rarely equal! Therefore, getting in front of any possible change to supply is our number one focus, alongside delivering solutions and next steps.” This commitment to staying ahead of the curve has transformed the relationship into one of mutual accountability.
“With communication as the focus, Sunny Queen and Woolworths have fostered a strong sense of trust, transparency and understanding. This has led to our businesses working even more closely together, and our partnership has never been stronger.”
Anthony Pipikios, Woolworths’ Merchandise Manager for Chilled said: “We’re incredibly fortunate to work with such an amazing Australian agri-business. Having a deeper understanding of each other’s businesses has driven a culture of shared accountability and customer focus.
This strength was tested during 2025, when the industry faced one of the most significant challenges in its history. “In 2025, the industry experienced the most impactful avian disease outbreak in Australian history. At the height of the outbreak, the Woolworths Commercial and Supply Planning teams made themselves available for daily updates, order by order supply planning and last-minute adjustments to POs.” This level of accessibility allowed for a degree of agility that kept shelves stocked even under extreme pressure. The teams worked together on creative solutions that prioritised the shopper’s experience over operational ease.
Jess shared, “We chose to hibernate select SKUs short-term in certain states, and shifted larger 30-pack volume into smaller dozen or six packs to support better unit availability for shoppers. As well as these pivots, seamless communication and collaboration led to a quicker than predicted recovery from the outbreak, and fostered further opportunities to work together.”
It’s that ability to innovate, and respond to obstacles with controlled speed that makes Sunny Queen Farms stand out. As Mr Pipikios said:
“‘The challenges the industry faced in 2025 were extremely difficult and complex to navigate. These challenges brought our businesses together and galvanised our partnership.
The secret to maintaining this consistency across a massive national network lies in a blend of high biosecurity standards and relentless planning. Sunny Queen manages their supply chain by state to meet the specific needs of every Woolworths Distribution Centre, supported by daily adjustments and weekly strategy sessions.
When asked what advice she would give to other Trade Partners looking to build a similarly resilient partnership, Jessica said, “The number one thing for us is transparency. At the end of the day, the goal of any supplier or retailer is to have the right stock, in the right store, at the right time for our shoppers. If we can’t get it perfect, it’s better to have that conversation and to plan around it.”
This honesty is vital because, as she notes, “Hens are susceptible to laying pattern changes which can throw a spanner in the works when it comes to planning. Planning for the unexpected, and communicating contingency plans helps both of our businesses feel trusted and supported.”
Looking forward, Sunny Queen is leveraging this foundation of trust to innovate. They have recently overhauled their packaging with vibrant yellow outers and cartons that clearly signal the brand at the shelf, making it easier for customers to navigate the category. Beyond the egg aisle, the brand is preparing to bring its signature “smile” to the Frozen category this May with three new meal solutions. This growth is only possible because of the long-term vision shared between the supplier and the retailer.
“Joint planning underpins our strategic partnership, as new farms and facilities don’t plan themselves. Long term growth plans with Woolworths give our farmers the confidence to plan and build new facilities to produce more eggs for Aussies every day.”
As Jessica concludes, “I couldn’t ask for a better retail team to work with, they are all a pleasure every day.” By prioritising open dialogue and shared goals, Sunny Queen has created a blueprint for a partnership that can weather any storm; natural or otherwise.
Read also
