Masters of Scale Egg prices, avian flu & golden yolks, with Vital Farms CEO Russell Diez-Canseco
Feb 25, 2025
Russell Diez-Canseco, CEO of Vital Farms, dives into the complexities of the egg industry amidst skyrocketing prices and avian flu. He illustrates how Vital Farms thrives through ethical partnerships with family farmers and its commitment to transparency. The discussion touches on the brand's journey as a certified B Corp and its unique 'Lobatical' benefit for long-serving employees. Diez-Canseco also sheds light on why their egg yolks are so vibrantly orange, tying it back to ethical farming practices and consumer choices.
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Eggflation and Avian Flu Impact
- Egg prices have risen due to avian flu impacting supply, primarily on large industrial farms.
- Vital Farms, working with smaller farms, has been less affected, highlighting the potential benefits of decentralized supply chains.
Premium Egg Pricing
- Vital Farms' eggs maintain a premium price despite market fluctuations.
- Customers value the brand's transparency and ethical sourcing, demonstrated by farm names on cartons and website videos.
Pricing Philosophy
- Vital Farms' pricing strategy is not solely driven by market fluctuations but by a commitment to ethical sourcing.
- They prioritize long-term relationships with small farmers, ensuring stable incomes even during market volatility.