Austin, Texas-based Vital Farms was named for a third consecutive year to Fast Company’s list of Brands That Matter. The annual list from the business media company recognizes brands that communicate and demonstrate purpose.
Vital Farms attracts and builds trust with its consumers for the long-term through creative and compelling storytelling rooted in the company’s purpose to improve the lives of people, animals and the planet through food.
“Vital Farms has had the same purpose from day one, and we make decisions accordingly– big and small,” said Kathryn McKeon, CMO. “It consistently means something in everything we do. That’s the secret to purpose. It has to be real. The fun part is building a brand on a foundation of a company with a true purpose.”
In Fast Company’s coverage, the ethical food company was featured as a brand that is “making a cultural splash everywhere” and taking steps to influence and change culture for the better. Editors Rebecca Barker and David Salazar noted that Vital Farms earned a spot on the list since it’s an “industry leader when it comes to product transparency. As consumers have become increasingly conscious of animal cruelty in the factory-farming industry, the brand is standing out as a force for good.”
The brand’s traceability feature that shows consumers a 360-video of the farm where their eggs were laid and its “Put an Egg on It” creative campaign that met people in the conversation they were having about “egg-flation” and industry shortages, were more reasons why the brand is a cultural force.
The 165 companies and nonprofits on the 2023 list were judged by Fast Company editors on criteria including brand relevancy, cultural impact, ingenuity and business impact.
See the full list of Fast Company’s Brands That Matter by visiting: fastcompany.com/brands-that-matter/list.
About Vital Farms
Vital Farms, a Certified B Corporation, offers a range of ethically produced foods nationwide. Started on a single farm in Austin, Texas, in 2007, Vital Farms is now a national consumer brand that works with over 300 family farms and is the leading U.S. brand of pasture-raised eggs by retail dollar sales.
Vital Farms’ ethics are exemplified by its focus on the humane treatment of farm animals and sustainable farming practices. In addition, as a Delaware Public Benefit Corporation, Vital Farms prioritizes the long-term benefits of each of its stakeholders, including farmers and suppliers, customers and consumers, communities and the environment, and crew members and stockholders.
Vital Farms’ products, including shell eggs, butter, hard-boiled eggs and liquid whole eggs, are sold in approximately 24,000 stores nationwide. Vital Farms pasture-raised eggs can also be found on menus at hundreds of foodservice operators across the country.
Read more dairy news at The Shelby Report.
