Victorian producer, Doreen Egg Aust, has paid $39,600 in penalties after the Australian Competition and Consumer Commission (ACCC) issued two infringement notices over alleged false or misleading claims that its eggs were free range.
Doreen Egg is a small producer based in Doreen, Victoria, operating a four-shed farm that produces caged, cage-free and free-range eggs. It sells through wholesalers, small retailers including local Foodworks and IGA stores, and at the farm gate.
The ACCC alleges, and Doreen Egg admits, that the company sold eggs labelled ‘free range’ despite the hens not having access to an outdoor range, as required under the Free Range Egg Labelling Information Standard.
More than 8600 cartons of the mislabelled eggs were sold in May and June 2025 through two wholesalers, 30 small retailers and direct farm-gate sales.
The regulator also alleges, and the company admits, that it sold eggs in cartons displaying the Australian Eggs logo, suggesting it had sponsorship or approval from the organisation when it did not.
ACCC deputy chair, Mick Keogh, said consumers needed to be able to trust free-range claims.
“Consumers often seek out and pay a premium for free-range eggs, so they need to be confident the eggs meet the legal definition of being ‘free range’. Egg producers must ensure their farming practices match what their labels tell consumers,” Keogh said.
In a court enforceable undertaking given to the ACCC, Doreen Egg admitted it engaged in conduct likely to contravene the Australian Consumer Law. To prevent future mislabelling, the company has committed to:
- Inform consumers about its misrepresentations;
- independently review its compliance processes;
- update its packaging and traceability systems; and
- conduct further staff training.
The action comes after the ACCC published guidance in November 2024 stating it would not take enforcement action for up to 90 days where a government-mandated housing order requires free-range producers to keep hens indoors during an avian influenza outbreak. Doreen Egg’s conduct did not occur during a mandated housing order.
“Our guidance is intended to give producers certainty during a disease outbreak, but it does not change the requirement to comply with the free-range standard when no housing order applies,” Keogh said.
“The ACCC will continue to monitor the market to ensure free-range claims are truthful and accurate, and will take action where necessary,” he said.
