As consumers increasingly demand transparency and ethics in the food they purchase, one company stands out for setting a new standard in how food can be both delicious and ethically sourced. Vital Farms began with a simple yet powerful mission: to bring ethically produced food to market while supporting small family farms. What started as a small operation with just 20 hens has grown into a nationally recognized leader in sustainable farming and conscious business practices. Despite rapid growth, Vital Farms has stayed true to its mission—improving the lives of people, animals, and the planet.
From 20 Hens to Nationwide Impact
When founder Matt O’Hayer started Vital Farms, his vision was clear. He wanted to offer ethically produced food at scale, giving consumers the opportunity to support small family farms while feeling good about what they were feeding their families. As a team member from Vital Farms explains, “Matt’s whole philosophy initially was that we could bring ethically produced food to the market at scale, giving every consumer in this country the opportunity to support small family farms.”
As the company grew, this vision expanded beyond just delivering ethically produced food. Vital Farms recognized that their increasing influence could make a positive impact across the entire food system. “As we’ve grown, we’ve recognized that our size enables us to positively impact not just consumers, but the environment, our farmers, and employees,” the team notes. Today, the company is celebrated for its commitment to conscious capitalism, balancing the needs of all its stakeholders—farmers, employees, customers, animals, and the environment.
Building Strong Relationships with Family Farms
At the heart of Vital Farms’ mission is a deep commitment to family farmers. The company works with over 350 small family farms, providing them with sustainable, long-term income. These partnerships are designed to be mutually beneficial, ensuring that farmers thrive while upholding high standards of animal welfare and environmental stewardship.
Jennifer A. Gregg, Vice President of Operations at Vital Farms, highlights this commitment: “We support family farmers who want to stay rooted in rural America, providing them with meaningful, long-term income streams.” What sets Vital Farms apart is their investment in regenerative agriculture—a system that restores and improves the land. By engaging all their farmers in regenerative practices, they ensure that both the land and the farmers benefit from the partnership. “One hundred percent of our farmers are engaged in at least one regenerative practice, and we’re continually monitoring soil health to ensure meaningful, positive environmental outcomes,” she adds.
Animal Welfare at the Core of the Mission
Vital Farms is best known for its commitment to pasture-raised farming, which is central to its ethos. Their hens, affectionately referred to as the “girls on grass,” are given ample space to roam and forage, contributing to both animal welfare and environmental health. “Our girls on grass are out doing great work for the environment every single day, grazing on organic pastures and contributing to regenerative farming practices,” the team shares.
These pasture-raised practices set Vital Farms apart from conventional egg producers, emphasizing the ethical treatment of animals as a core part of their business model. By giving hens access to open pastures, Vital Farms ensures they live healthier, more natural lives while also supporting sustainable land management.
Transparency and Innovation: Connecting Consumers with the Source
Believing that trust with consumers starts with transparency, Vital Farms has introduced innovative initiatives to connect customers directly with the source of their food. One such initiative is their traceability program, which allows customers to see exactly where their eggs come from. Jennifer explains, “We invite consumers to see the farm their eggs came from, educating families about ethical agriculture practices. It’s a critical part of the transparency we provide.”
This level of transparency not only builds trust with customers but also educates the public about the differences between conventional farming and the regenerative agricultural practices that Vital Farms champions.
Stories of Transformation: Impacting Farmers’ Lives
The impact of Vital Farms’ ethical practices extends beyond the food they produce—it touches the lives of the farmers they work with. Many farmers have expanded their operations, with some even bringing family members back to rural America to be part of the business. Jennifer shares a heartfelt story: “One of our farmers is securing a contract for his son, who’s returning from military service, allowing him to transition back into rural America and be supported by the farm.”
Vital Farms has also garnered the trust of local communities and institutions. In one instance, a local banker advised a farmer to expand his operations with Vital Farms because of the reliable and sustainable income it provides. “We had a banker tell a farmer, ‘You should put another Vital Farms barn on your land. It’s good for the land and will ensure you’re financially supported,’” Jennifer recounts.
Scaling with Integrity: Overcoming Challenges
Growing a company while maintaining high ethical standards is no easy task. As Vital Farms scaled, they faced the challenge of upholding their commitment to animal welfare and sustainability without compromising quality. The team reflects, “One of the biggest challenges is maintaining the high standards we set for animal welfare as we scale. We’ve had to be intentional about every decision to ensure we don’t compromise.”
To meet these challenges, Vital Farms continually adapts and refines its practices. This includes improving logistics to reduce environmental impact and enhancing onboarding programs for farmers to ensure they are fully supported from the start.
Looking Ahead: The Future of Ethical Food Production
Vital Farms is not just focused on today—they’re committed to driving positive change in the food industry for the long term. Looking forward, the company plans to expand its regenerative farming practices and continue to innovate in how they source grains for feed more sustainably. Jennifer explains, “We’re focused on expanding our regenerative agriculture practices and looking at new ways to source grains sustainably for our feed mills.”
In an industry that often prioritizes profit over people and the planet, Vital Farms stands out for its unwavering commitment to doing business differently. “We believe that ethical food production isn’t just about animal welfare—it’s about being a force for good in the broader food system,” the team emphasizes. The company serves as a proud example of how conscious capitalism can balance the needs of all stakeholders while creating products consumers can trust.
Final Thoughts
Vital Farms is setting a new standard for ethical food production, demonstrating that it’s possible to scale a business without sacrificing values. By focusing on sustainable farming, transparent relationships with consumers, and meaningful partnerships with farmers, they are leading the way in creating a more ethical and sustainable food system.
As consumers, we all play a part in supporting companies like Vital Farms that prioritize people, animals, and the planet. The next time you crack open a carton of eggs, consider the impact of your food choices—and how businesses like Vital Farms are making it easier to choose ethically.