Kraft Heinz’s solution to the egg shortage? Make it easier for people to date farmers

The company’s Just Crack an Egg brand is giving away subscriptions to the dating website Farmers Only

Published On
Apr 12, 2023
Photo of a young, attractive farmer with a basketful of eggs and the headline "Hate egg prices? Just date a farmer"

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Eggs are having a bit of a crisis. They’re in exceedingly short supply, thanks in part to an avian flu outbreak, and egg prices nationwide have gone up 60% in a year.

But now, Kraft Heinz’s Just Crack an Egg brand has come up with an unconventional way for you to get your eggs. It’s called “Just Date a Farmer.”

Beginning today, and while supplies last, customers who purchase Just Crack an Egg can upload their receipt to and get code redeemable for a free year’s subscription to, a dating site for those of the farming persuasion.

“Finding affordable eggs has become a pain point for many Americans, and since consumers need to crack a fresh egg to create their own delicious Just Crack an Egg scramble, we wanted to help egg lovers find an unconventional solution while providing a little humor along the way,” said Kelsey Rice, senior brand manager at Just Crack an Egg.

The brand activation, dreamed up by agency Rethink, is Just Crack an Egg’s first since its inception in 2018. (It has done some advertising here and there.)

“As the first refrigerated breakfast scramble, Just Crack an Egg has a history of cracking conventional thinking,” said Rice. “We know there are farmers out there with a plethora of eggs, so by partnering with, we are making it easy to connect those searching for eggs—how they get the eggs is up to them.”

“At Farmers Only, we’re all about creating a solution for people trying to find their perfect match, and now, for finding eggs,” said Michael Gober of Farmers Only. "We're excited to partner with Just Crack an Egg for a fun solution to getting eggs, and potentially a date with a farmer.”

It remains to be seen how longtime patrons of Farmers Only (tagline: “City folks just don’t get it”) react to this influx of non-farmers on the site. That’s one shortage they’ve surely always treasured.