For years UK farmers have been squeezed by the big supermarkets on cost, while the consumer expects higher standards.
Add in avian flu and rising costs and it seems that these pressures are now producing a national egg shortage.
Several supermarkets are rationing eggs for customers and on Thursday Waitrose, which is not setting limits, committed to paying farmers an extra £2.6m to maintain supply.
Our science correspondent Kate Lamble has been to Newport, Wales to find out which shortage came first – the chicken or the egg.
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