That makes sense to me. If we accept that the market isn't perfect, and that all participants do not have perfect information (or even as a corollary market participants will not always recall or connect known information to the transaction they are considering), then increasing awareness of market information allows the market to perform better. In this case, people want free range eggs for whatever reason (there could be many, but I'm sure we can all think of the obvious ones), and making them aware of that helps them make that decision.