When it comes to product performance, both quantity and quality of eggs matter to our customers, it are traits that have a clear, direct economic impact. Selection for increased first quality egg production, improved livability and improved feed efficiency contribute significantly to a more sustainable egg industry, resulting in an affordable high-quality, animal protein. Today’s definition of sustainability does not only consider the economy, the productivity and the environmental impact, but also animal welfare and public health. Animal welfare, biosecurity, genetic resources, environmental impact, and reduced use of antibiotics are also key parts of our breeding programs and daily operations. As the start of the value chain, we need to look beyond the requirements of today; our breeding programs should anticipate the changing needs of the future. Close communication with the distributors of day-old chicks and pullets together with egg producers is crucial in forecasting the future needs and trends. But it is also important that we are closely connected to academics and (N)GO’s to safeguard our awareness of the latest developments in the field of academic research and government legislation. By improving the quality of our breeding program, we contribute to the quantity and quality of global egg production.