However, when introduced to in-ovo sexing technology, an alternative which allows producers to identify and remove male eggs so that only females hatch, consumer interest is overwhelming. NestFresh is debuting eggs from in-ovo sexed hens under the "Humanely Hatched" label, now available at select Whole Foods locations in the Southwest and soon expanding nationwide. In other words, they’re hoping that the self-reported survey data about consumer interest in in-ovo sexing holds in practice. They have yet to reveal how they will market their eggs from in-ovo sexed hens. Your purchase will help in-ovo sexing technology scale and make it more likely that it eventually becomes standard practice across the entire industry.