Advertising Age reports the American Egg Board has taken out full-page ads in major newspapers including The New York Times, Wall Street Journal and USA Today to try and tamper down rising fears around America’s favorite breakfast food.

The ads call attention to the fact that "the potentially affected eggs, which make up less than 1% of all U.S. eggs, have been removed from store shelves" and end with the reminder that "thoroughly cooked means thoroughly safe." Consumers are driven from the print ads to a website, eggsafety.org.

What the ads do not talk about is risks of cross-contamination, as anyone who has cracked an egg into a bowl knows about.

Kevin Burkum, senior VP-marketing for the American Egg Board, told Ad Age the messages are "aimed at educating consumers on the safety of eggs and how to properly cook them." He added that the organization is also looking at expanding the print campaign to radio and digital efforts to get the message out.

As soon as any group talks about educating consumers, they’ve given up.

Instead, the egg folks should treat consumers like they may have a few functioning neurons, talk about salmonella testing data and sell safety directly to consumers at retail.