Matt O’Hayer

Matt O'Hayer founded VitalFarms in 2007 and serves as Executive Chairperson. Based in Austin, Texas, VitalFarms produces pasture-raised eggs and butter with a focus on animal welfare. The company has grown from a local farm to a national brand supplying major U.S. retailers.

1 Episode

Episodes

EP 820

Vital Farms: Matt O’Hayer. How a serial entrepreneur re-branded the egg

Matt O’Hayer

Vital Farms

Matt O'Hayer turned 20 hens on a Texas scrub patch into Vital Farms, a nearly $1 billion pasture-raised egg empire. After a chance encounter with deeply orange yolks sparked his obsession, he built a business that treats farmers as partners and eggs as a story. The episode explores how he scaled conscious capitalism, pioneered radical transparency through traceability, and proved that even commodities can command premium when you educate the market first. His lesson: re-branding something as humble as an egg requires relentless education and unwavering standards.

Mar 23, 202668 min

Related Companies

Vital Farms

Vital Farms is a Certified B Corporation that produces pasture-raised eggs and butter. Founded in 2007 in Austin, Texas, it partners with over 425 family farms to supply 23,500+ stores nationwide. The company accounts for about 3% of U.S. egg sales and is the leading pasture-raised egg brand by retail dollar sales.

1 episode