Mission & History

We’re on a mission…

Vital Farms’ core mission is to bring ethically produced food to the table by coordinating a collection of family farms to operate with a well defined set of organic agricultural practices that includes the humane treatment of farm animals as a central tenet. By promoting the superior nature of the products, we want to encourage consumers to migrate from their traditional egg choices, and by doing so, create opportunities for more family farms to convert from harmful industrial practices.

Our story

Our story begins back in 2007. Recently returned from life on the ocean wave, Matt and Catherine wanted to get back in touch with their roots.

Matt had raised chickens in his youth, and it didn’t take much to convince Catherine to give farming a go. With a 27-acre piece of land in Austin, TX, and a bucket of good intentions, Matt and Catherine started raising their first flock of 20 Rhode Island Red hens and soon after 1,000 baby chicks.

They were soon selling to Farmers’ Markets around Austin, and were quickly discovered by Whole Foods’ wonderful local foragers, who started selling the newly branded ‘Vital Farms’ Pasture-raised Organic Eggs in the Midwest region in late 2008, and three others by spring of 2009.

In that moment, Matt saw the opportunity to do something more than sell eggs to a few stores – with a little push and the help of a Whole Foods Market Southwest region Local Producer Loan, Vital could turn a backyard pastime into a transformational business. No one had ever taken what everyone assumed was an unscalable pastured farming model and create a sustainable company and farming community that could work nationwide.

When Matt met Jason in 2009, it was the catalyst that Vital Farms needed. Bringing a business experience that dovetailed perfectly with Matt and Catherine, and a passion for ethical and conscious business, Jason’s arrival heralded a new chapter for Vital Farms.


One by one, Vital Farms started to supply pastured eggs to hundreds of grocery stores and restaurants from California to Maine, and worked hard with new farmers around the country to create the highest level of quality and accountability on their farms.

Now in partnership with over 100 small family farmers, Vital Farms offers an authentic pasture-raised product setting the national standard for the animal welfare of laying hens.