The price of eggs – it’s a subject that has frequently made headlines over the past year. Minimizing egg loss and ensuring smooth production has never been more important for egg producers across the globe.
Fortunately, New Brunswick’s Masitek Instruments has a solution. The Moncton-based firm’s CracklessEgg sensor is helping egg producers minimize losses, ensure quality control, and boost profitability. Launched in 2006, CracklessEgg has seen a sharp increase in interest in recent months thanks to its new mobile app, downloadable from Google Play Store and Apple App Store.
“The mobile version of CracklessEgg has been extremely well received so far, and we’re excited to deliver its quick access to real-time egg handling data to even more producers in 2025,” notes Larry Doherty, Masitek’s Chief Operating Officer. “CracklessEgg has been a focus area for Masitek over the past 18 months and it’s great to see it getting validation from some of the world’s largest producers.”
How it works
Masitek’s state-of-the-art sensors mimic a real egg’s size, shape, and weight, providing producers with real-time data on impacts during handling by detecting every bump and shake along the way. The sensors are encased in durable, water-resistant “eggshells” designed to withstand farm environments and use rechargeable lithium-ion batteries offering six hours of use.
The app then makes it easy for producers to access reliable real-time data which helps them make decisions about equipment calibration, transportation, and more. The company says CracklessEgg can pay for itself within weeks and then even a 1% reduction in egg loss can dramatically affect profitability.
See CracklessEgg in action below.
Marketing its made-in-NB innovation
Doherty says the company is ready to begin a robust marketing effort in 2025 which will include U.S. markets. “We’re being deliberate in our marketing of CracklessEgg. We’re not poultry experts, but we do know the technology. Rather than leaning heavily on headlines about skyrocketing egg prices – i.e., the problem – we’re focusing on the solution, namely our world-class detection technology and the value it’s bringing to businesses. There’s no doubt that the volatility of prices due to avian flu makes this an opportune time for us, but we have been mapping out this marketing strategy for the past 12-18 months – this was always the plan.” He says the ongoing talk of U.S. import tariffs is concerning, but U.S. clients will still be able to recognize the compelling economic case for adopting the CracklessEgg solution.
New Brunswick support
“We continue to have a great relationship with ONB, which has been a strong supporter of us in terms of market development. It has helped us attend vital trade shows like IPPE in Atlanta, and EuroTier in Germany last fall,” says Doherty. “Egg producers worldwide can and will benefit from our technology, so exporting beyond Canada is part of our strategy. We are seeing significant interest in CracklessEgg in the U.S., Europe, Australia, South America, and the Middle East. We’re already selling into 40 countries across the globe, and the mobile app has only enhanced our product offering.”
He notes that Masitek already counts some of the world’s most notable brands as clients via its beverage line offerings, including Coca-Cola, Carlsberg, Heineken, AB InBev, and more. “If you look at the many logos on our website, you see that these are global giants in their respective industries, and they are all using Masitek technology. It’s exciting to be part of bringing that same leading sensor technology to the agriculture vertical and seeing how far we can go with CracklessEgg. We’ve gotten buy-in from major egg producers already, and word of mouth on us is quite good. The sky really is the limit.”
Learn more at CracklessEgg.com and visit Masitek.com for a broader look at Masitek product offerings.
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