Australian consumers have been hit with purchase limits on eggs after massive culls on poultry farms in the Victoria region.

Popular store Coles introduced a limit on egg purchases in its stores. Consumers in Coles stores in every state except Western Australia will be able to buy a maximum of two cartons of eggs.

More than half a million birds have been culled on five farms in the southwest of Victoria after the H7N3 strain of bird flu was detected. This is a different strain from the H5N1 strain discovered on dairy farms in the US and the H5N2 strain which was supposedly responsible for the death of a Mexican man.

So far, Coles is the only Australian store to impose a limit on egg purchases, but it's likely that others will follow suit, especially if other culls take place.