Sunrise Eggs

What Sunrise Eggs does

Sunrise Eggs (legal entity: Sunrise Poultry Farms Ltd) is a UK-based, second-generation family poultry business founded in 1971 in Leicestershire by Tony Crawley, a former nuclear physicist, and now run by his sons Ady and Phill Crawley as Joint Managing Directors. The company operates as a vertically integrated egg producer and packer, sourcing from free-range farms in Leicestershire, Shropshire, and Norfolk, and running an automated packing centre in Sileby with capacity to process approximately four million eggs per week. Its product portfolio spans ten-plus sub-brands organised by production method (free-range, organic, enriched colony/cage, value) and regional provenance (Leicestershire, East Anglian, Shropshire, Midlands), with notable brands including Perky Peckers, Big British, Big 10, Big Free Range, Fresh 'n' Tasty, and an OF&G-certified organic line.

The business is built on advanced industrial automation rather than proprietary technology: a £1.4 million Moba Omnia PX egg grading and packing system (with automated crack and inclusion detection via cameras, image analysis, steel balls, magnetic fields, and acoustical sensors) is paired with an ABB IRB 6400 robotic palletiser installed by RM Group capable of moving 70,000 eggs per hour. Multiple solar PV installations (ranging from 30kW down to 18kW) reduce energy costs. All output is certified British Lion Quality, BRC Global Standard, RSPCA Assured, and (for organic lines) OF&G certified — credentials that function as de facto entry tickets for major UK supermarket supply.

Sunrise operates a direct-delivery B2B sales model, shipping eggs via its own branded fleet to major UK supermarket chains, foodservice companies, and a long tail of corner shops and independent retailers. It also offers contract packing for external organic and free-range producers. In February 2026, Agrova International, a Latvia-headquartered European poultry and agri-foods group, acquired 100% of Sunrise for approximately EUR 40 million in a mezzanine-financed transaction supported by Accession Capital Partners, marking Agrova's first international expansion and entry into the UK market. The Crawley family had retained operational leadership across two generations prior to the change of ownership.

Name

Sunrise Eggs

Legal name

Sunrise Poultry Farms Ltd

Website

https://sunrise-eggs.com

Company type

Private

Founded year

1971

Operating status

Acquired

Headcount range

11–50 employees

Short description

Sunrise Eggs is a UK-based, second-generation family egg producer and packer operating an automated Sileby packing centre at approximately four million eggs per week, supplying major UK supermarket chains, foodservice companies, and independent retailers across ten-plus sub-brands spanning free-range, organic, and enriched colony eggs.

Ownership category

akta.pro rank

Product category

Egg Production and Poultry Products

NAICS

Chicken Egg Production (11231), Chicken Egg Production (112310)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Layer Hen Egg Production (Table Eggs) (AFAEADAB)

akta.pro secondary industries

Egg Collection, Grading & Packing (On-Farm/Producer-Owned) (AFAEADAL), Value-Added Egg Products (Hard-Boiled, Omelets, Egg Mixes) Wholesale (AFAIAEAH)

Keywords

• Egg production
• Free-range eggs
• Organic eggs
• Poultry farming
• Egg packing

Headquarters

HQ city

Sileby

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Egg Production and Sales: Sunrise Eggs generates revenue through the production, packing, and sale of eggs. The company packs approximately four million eggs per week, selling to major supermarket chains, local shops, foodservice companies, and independent retailers. Products include free-range eggs, organic eggs, and enriched colony eggs under various brand names.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sunrise Eggs is a vertically integrated poultry farm and egg packing business producing approximately four million eggs per week at its Sileby (Leicestershire) packing centre. The company produces free-range, organic, and enriched colony eggs across multiple regional and value sub-brands and supplies them to major UK supermarket chains, foodservice companies, and independent retailers through direct delivery using its own branded fleet. Operations span hen rearing, automated grading/packing, and distribution, supported by farms in Leicestershire, Shropshire, and Norfolk.

Product overview

Sunrise Eggs is a second-generation family egg production and distribution business based in Leicestershire, UK, acquired by Agrova International in February 2026. The company operates as a vertically integrated egg producer and packer, processing approximately four million eggs per week across its packing centre in Sileby. Its product portfolio spans multiple sub-brands organised by production method and regional origin: free-range eggs under geographic sub-brands (Leicestershire Large, East Anglian, Shropshire, Midlands Farms Free Range), organic eggs certified by OF&G, enriched colony eggs under Big British and Big 10 (cage), and the value-oriented Fresh 'n' Tasty and fun-branded Perky Peckers ranges. The company also produces large-format free-range eggs. All eggs carry the British Lion Quality stamp and the packing centre holds BRC Global Standard certification.

Differentiator

Problem solved

Functional benefit

Brands

• Big British: Cage eggs for big appetites, and occasional double-yolkers.
• Big 10
• Leicestershire Large Free Range Eggs
• East Anglian Free Range Eggs
• Shropshire Free Range Eggs
• Midlands Free Range Eggs
• Perky Peckers
• Fresh 'n' Tasty
• Midlands Farms Free Range
• Big Free Range Eggs

Products and services

• Big British Cage-produced eggs marketed for their large size, suitable for big appetites and occasional double-yolkers, sold to UK retailers.
• Big 10 Pack of ten of the largest cage eggs available, positioned for great taste and value.
• Leicestershire Large Free Range Eggs Free-range eggs from hens on farms in the Leicestershire countryside, featuring golden yolks and local provenance branding.
• East Anglian Free Range Eggs Free-range eggs produced on a farm on the Norfolk coast, with distinct East Anglian local branding.
• Shropshire Free Range Eggs Free-range eggs from hens roaming on farms in the Shropshire Hills, marketed for wholesome local provenance.
• Midlands Free Range Eggs Locally-produced free-range eggs from farms in the heart of England, available in 6-egg and 12-egg packs in medium and large sizes.
• Midlands Farms Free Range Free-range eggs from Midlands farms with golden yolks and local origin branding.
• Perky Peckers Fun-branded free-range eggs sold in six-egg packs, marketed as tasty, full of goodness with cheeky and mischievous branding; surpassed one million six-egg packs sold.
• Fresh 'n' Tasty Core value brand eggs marketed as the freshest and tastiest eggs at great value, available in plastic packs in medium size (6, 10, 18, and 24 egg options).
• Big Free Range Eggs Large free-range eggs marketed for big appetites, positioned as the biggest and freshest free-range eggs.
• Organic Eggs Certified organic free-range eggs produced on organic land with organically fed hens; Sunrise is certified by OF&G (Organic Farmers and Growers) as an organic egg packer.

Quantifiable outcome

• Production capacity increased from 2.25 million to over 3 million eggs per week with £1.4 million Moba investment
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• Agrova InternationalcoreOthers · 24 February 2026European poultry and agri-foods group headquartered in Latvia acquired 100% of Sunrise Eggs. Acquisition expands Agrova's operational footprint in egg and egg protein industry, adding Sunrise's weekly production capacity of approximately four million eggs and supply relationships with major UK supermarkets and food manufacturers.
• LPR UKcoreChannel Partner/ Reseller/ Distributor · 18 August 2016Appointed LPR UK to manage nationwide pallet movements and boost distribution capabilities. LPR draws on experience with FMCG brands including Nestlé, Weetabix and Carlsberg. Philip Crawley, joint MD, commented on LPR's wealth of expertise and impressive client list.
• RM GroupcoreTechnology or Integration · 2 August 2016Wales-based RM Group installed the ABB IRB 6400 robot palletising system at Sileby facility. The robot handles 70,000 eggs per hour with four tray pickup capability. RM Group designs, manufactures and supplies manual and automated packaging machinery.
• British Lion Scheme (BEIC)coreStrategic or Co-development PartnerSunrise Eggs is British Lion Quality approved producer and packer. The Lion scheme has made eggs safer and over 90% of eggs sold in UK are Lion approved. Sunrise implements every element of the Lion Quality Code of Practice.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stonegate Farmers: Stonegate Farmers is the UK's largest egg supplier and packer, operating its own laying farms and packing facilities supplying major UK retailers. It is the most direct comparable to Sunrise Eggs in scale, certification profile, and customer base, and competes for the same supermarket shelf contracts.
• Noble Foods: Noble Foods is one of the UK's largest vertically integrated egg businesses, owning brands such as the Happy Egg Co. and supplying major UK grocers. It is a direct competitor to Sunrise across free-range, organic, and conventional egg ranges, and significantly larger in scale.
• Glenrath Farms: Glenrath Farms is Scotland's largest independent egg producer and a major UK supplier with its own laying flocks and packing operations. It is a direct comparable to Sunrise in production, packing, and retail-supply model, with overlapping national retailer accounts.
• L J Fairburn & Son: L J Fairburn & Son is one of the UK's largest independent egg producers, operating free-range and organic flocks with on-site packing supplying major UK retailers. It is comparable to Sunrise in producer-packer model, certification profile, and enterprise customer base.
• Fridays (UK): Fridays is a UK egg packing and supply business that packs, grades, and distributes shell eggs to retailers and foodservice. It is a direct comparable to Sunrise's contract-packing and branded distribution operations, with similar certification and channel exposure.
• Oaklands Farm Eggs: Oaklands Farm Eggs is a UK free-range and organic egg producer and packer supplying major retailers. It is comparable to Sunrise in production method mix, retail channel focus, and regional UK producer-packer profile.
• Country Style Foods: Country Style Foods operates egg packing and food ingredient production, supplying UK retail and foodservice customers. It overlaps with Sunrise in egg grading, packing, and supply to major retailers, making it a relevant comparator in the UK egg value chain.

Broad incumbents

• Cal-Maine Foods: Cal-Maine Foods is the largest US shell-egg producer, with vertically integrated production, processing, and distribution. It is a broad incumbent comparable to Sunrise in shell-egg production economics, retail-channel exposure, and free-range/cage mix considerations, but operates at materially greater scale and in a different geography.

Regional players

• Anglia Free Range Eggs: Anglia Free Range Eggs is a regional UK free-range egg producer and packer in East Anglia. It is a partial regional peer to Sunrise's East Anglian and Midlands sub-brands, with comparable product range and customer profile but limited national distribution reach.

Others

• Agrova International: Agrova International is the parent company that acquired Sunrise Eggs in February 2026 and operates a broader European poultry and egg-protein platform. It is included as an ecosystem/parent-company reference rather than a competitor, given its direct ownership of the subject company.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SunriseLeics
• YouTubeyoutube.com/channel/UCykqUaRPwFVqbwOwGoH-BIg?view_as=subscriber
• Facebookfacebook.com/sunriseeggs
• LinkedInlinkedin.com/company/sunrise-poultry-farms-limited

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunrise Eggs